Cheeky new brand film by OPPO showcases new smartphone portrait capabilities

Consumer electronics brand Oppo is showcasing the photographic capabilities of its new Reno Monroe model, Reno10 in a new brand film titled ‘Can I have my phone back?’ produced by production studio HAMLET.

Directed by Tucker Bliss through HAMLET, the campaign spans television, online and social channels as well as PoS in India, South Asia, Asia Pacific, Middle East, Africa, Europe and Japan.

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“We had a selection of ideas after our creative process, but "Can I have my phone back" felt like the strongest idea and aligned with the brand,” said Bliss.

“It's playful, cheeky, has a bit of a story, it's natural, yet a bit fantastical,” he continued.

In the two-minute film, a protagonist on holiday asks a stranger to take a picture of her and her friend. When the stranger snaps a picture, they get so mesmerised by the quality of the photo that they want a picture for themselves as well.

The exchange leads to a chain reaction of strangers fawning over the portrait capabilities of the phone which brings the original owner through a restaurant, a busy street and a wedding in frantic pursuit of a phone she might not get back.

When she gets her phone, the look of concern on her face fades as she revels in the beautiful photos the phone captured through the city.

OPPO has developed an advanced pro-portrait lens for the Reno model that aims to add a ‘WOW Factor’ to photos that capture the attention of everyone, according to a statement by the brand.

The film was inspired by the customary exchange between strangers when an individual wishes to capture a moment of themselves or with those in their company.

A few months ago, OPPO called for a media pitch globally as the brand looks to change its strategy in 2023 to position itself as a premium brand. MARKETING-INTERACTIVE understands that the pitch is currently being handled by R3. In many of the markets it has a presence in, it is also looking for a PR partner.

In a conversation with MARKETING-INTERACTIVE, Andy Shi, APAC president of OPPO shared that the company is looking to change “the whole picture” on how it competes in Asia Pacific. This will largely revolve around its product and marketing strategy to move from being known as a “mass market” brand to a premium player in the mobile space. Alongside its media pitch, in many of the markets it has a presence in, it is also looking for a PR partner.

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