Adverts for tech products tend to range wildly from being excellent to being excruciatingly terrible. When executed properly, they have the potential to be charming, funny, and effusive, and demonstrate the features of the product well. The latest marketing campaign for the Samsung Galaxy S7, starring rapper Lil’ Wayne, is a great example of that. But when they go wrong, they go really wrong, as seen by the TV spot for the new Huawei P9.
The star-studded advert features English actor Henry Cavill, who recently portrayed the Man of Steel in the craptacular Batman Vs Superman: Dawn of Justice, as well as Scarlett Johannson, who played a MacBook Pro in Her. With this amount of screen talent, it should have been half-decent, but it massively missed the mark.
The video's premise seemingly is that Cavill and Johannson are engaged in some kind of photo-war. Cavill is seen aimlessly taking snaps while wandering the streets of Shanghai, dressed like a discount James Bond. Meanwhile Johannson, outfitted in cowgirl garb, poses with a bunch of topless gladiators on a film set. No, I don’t know why.
It's obvious from the very beginning that the aim of the advert is to emphasize the photography credentials of the Huawei P9, which is the product of a collaboration with iconic camera manufacturer Leica. Sadly though, the entire thing falls flat. The premise isn’t compelling and the performances aren’t convincing.
By no means is it the worst tech advert I’ve ever seen though. That particular dishonor goes to the (frankly dreadful) 2013 campaign for the Samsung Gear smartwatch.
Over to you! Am I being too harsh or is it really as bad as I think? Watch it and let me know in the comments below.