VIVO: Call Me When You Need Me
VIVO wanted to launch the X100 Ultra in China, positioning it as the ultimate professional imaging tool. Havas Beijing needed to move beyond technical jargon to reach a broad audience, proving that the device's superior camera could capture the most subtle human emotions, ultimately driving brand prestige and immediate sales in a highly competitive flagship market.
Creative Idea
A cinematic drama about family reconciliation shot entirely on a smartphone to prove professional capability.
VIVO partnered with director Xin Shuang to create a cinematic short film shot entirely on the X100 Ultra, using a raw, emotional story about an estranged father and son to demonstrate that professional-grade storytelling is now accessible to everyone.
The Thanos of Mobile Cinema
500 Million RMB in Sixty Minutes
The campaign delivered immediate commercial impact, moving over 500 million RMB (approx. $70 million USD) in sales within the first hour of the vivo X100 Ultra launch. This translated to roughly 80,000 units sold instantly. Beyond the storefront, the film achieved over 400 million views in its debut week, becoming the most-played entry in the five-year history of vivo’s annual film program.
From Punk Rocker to Smartphone Auteur
Director Xin Shuang - the visionary behind the hit series *The Long Season* and former guitarist for the punk band Joyside - brought his signature meticulousness to the project. He utilized the phone’s 200MP APO Super Telephoto lens and 4K 120fps slow-motion to capture the "unspoken love" typical of East Asian family dynamics. The production relied on the Zeiss Natural Color mode to avoid the artificial "digital look" often associated with mobile video, aiming instead for a gritty, cinematic texture.
The Thanos of Imaging
Before the official launch, Chinese tech enthusiasts nicknamed the device "Thanos" due to its "overkill" hardware specifications. To match this power, the production featured veteran actors Hou Yansong and Song Yang, while Beijing Zhenshi Film Production handled high-fidelity sound design. The project premiered at the FIRST International Film Festival, signaling a shift where mobile filmmaking is no longer viewed as a technical gimmick, but as a legitimate medium for high-art storytelling. As vivo VP Jia Jingdong noted, the goal was to prove that mobile video still has "huge room for development" in professional ecosystems.
Creative Strategy Deconstructed
Company
VIVO possessed the 'Thanos' of imaging technology, a flagship device capable of rivaling professional cinema cameras in a pocket-sized form.
Category
Smartphone brands typically focus on technical specs, megapixels, and zoom distances rather than the emotional weight of the images captured.
Customer
Consumers in China often struggle with the 'stoic father' dynamic, where love is felt deeply but rarely expressed through words.
Culture
The rise of mobile filmmaking as a legitimate art form allowed VIVO to tap into the prestige of high-end cinema.
Company
VIVO possessed the 'Thanos' of imaging technology, a flagship device capable of rivaling professional cinema cameras in a pocket-sized form.
Category
Smartphone brands typically focus on technical specs, megapixels, and zoom distances rather than the emotional weight of the images captured.
Strategy:
Elevate technical specifications into emotional catalysts by dramatizing the unspoken tensions within traditional family dynamics.
Customer
Consumers in China often struggle with the 'stoic father' dynamic, where love is felt deeply but rarely expressed through words.
Culture
The rise of mobile filmmaking as a legitimate art form allowed VIVO to tap into the prestige of high-end cinema.
Strategy:
Elevate technical specifications into emotional catalysts by dramatizing the unspoken tensions within traditional family dynamics.
Results
The campaign successfully demonstrated the professional filmmaking capabilities of the vivo X100 Ultra. It garnered significant attention for its high production value, with the film being entirely shot on the smartphone. The campaign highlighted key features such as the ZEISS APO Telephoto lens and Gimbal-level stabilization, positioning the device as a serious tool for cinematic creation. Engagement metrics showed high sentiment for the storytelling and technical execution, reinforcing vivo's brand image as a leader in mobile photography and videography.
100%
Shot on vivo X100 Ultra
4K/60fps
Cinematic recording capability
ZEISS APO
Professional-grade telephoto lens
Strategy Technique
Make the Invisible Visible
It highlights the 'invisible' emotional distance and the subtle, unspoken ways communication happens in stoic families, positioning the smartphone as the bridge for these hidden feelings.
Explore Technique
Creative Technique
Story-Driven Campaign
The campaign uses a long-form narrative to build an emotional connection, proving the phone's technical superiority through cinematic storytelling rather than a traditional spec-heavy advertisement.
Explore Technique
Craft Breakdown
The campaign's craft is exceptional due to its high-end cinematography and production design, proving that a smartphone can achieve professional film standards.
The use of the vivo X100 Ultra to capture complex lighting and deep textures rivals traditional cinema cameras.
The nuanced performances of the lead actors convey deep emotional history with minimal dialogue.
The gritty, lived-in environments of the fishing village and factory add immense authenticity to the story.
The script uses sparse, impactful dialogue to build tension and emotional payoff.
The synergy between the high-end cinematography and the raw, emotional acting elevates the product demonstration into a genuine piece of cinema.
