HONOR debunk myths surrounding foldable smartphones with new campaign

Smartphone brand HONOR has launched a new campaign to debunk myths about foldable smartphones, featuring its newly launched HONOR Magic V5 series.

This campaign coincides with HONOR's claim that its latest phone series is the world’s thinnest foldable smartphone to date, measuring 8.8mm when folded. It seeks to convey the message that HONOR provides a compelling case, backed by clear evidence, that the future of smartphones is foldable. It highlights the Magic V5’s advanced AI features, exceptional battery life, and ultra-slim design.

Done in partnership with local creative agency Narrow Door, the campaign comes with a tagline “Thinnest in the world · One and only flagship” (世一輕薄 唯一旗艦). To debunk misconceptions about foldable smartphones, the campaign opts for a dramatic courtroom showdown between the Magic V5 and traditional bar phones (直板手機).

The campaign stars Hong Kong actors Raymond Lam and Linda Chung, a pair beloved by fans for their on-screen romance in the hit 2007 TVB drama “Heart of Greed” (溏心風暴). In the drama, Lam portrays Alfred Ching Leung (程亮), a solicitor, while Chung plays Sheung Joi Sum (常在心), a barrister. HONOR’s campaign reunites their characters as rival lawyers facing off in a thrilling trial centred on the Magic V5. For fans, HONOR believes that this campaign offers a long-awaited continuation of their story. 

HONOR has debuted the campaign with a teaser video on social, where Chung familiarly greets Lam as “Lawyer Ching” as she steps into the courtroom.

The campaign consists of a series of videos fashioned as a mini courtroom drama. Chung represents traditional smartphones and challenges Lam with claims that foldable phones are fragile and inefficient. Lam skillfully disproves her accusations by revealing the features of the HONOR Magic V5 as courtroom evidence. The trial ends as the judge announces his final verdict: Lam’s powerful case has convinced him to switch to the Magic V5.

The full campaign video and three short clips highlighting the Magic V5’s key features are published across social and online, accompanied by a 30-second TV commercial (TVC) airing on TVB and Now TV.

The campaign has also featured out-of-home (OOH) dominations on both mega TV outside Causeway Bay SOGO and MTR in Causeway Bay station. This is amplified by digital marketing and a launch event on 6 August. Lam attended the event as a special guest and held a demonstration of the HONOR Magic V5’s capabilities. Chung made a surprise appearance through video call, greeting Lam and attendees while sharing a personal endorsement of the Magic V5.

Roy Tang, marketing manager at HONOR Hong Kong, said: “Many consumers are still hesitant to embrace foldable phones because of outdated misconceptions. HONOR’s new campaign unfolds a new chapter by challenging those stereotypes and inspiring people to make the switch.”

“Following the success of last year’s campaign featuring Lam for the HONOR Magic V3, we wanted to create more than a sequel. Bringing Chung into the story lets us explore a fresh, humorous narrative that resonates with fans and tech enthusiasts on a more impactful level,” he added. 

Kit Yu, creative director at Narrow Door, said: “Storytelling in advertising takes a new meaning when we draw from popular media and culture. By returning to nostalgic media and giving it a new twist, we invite fans to revisit cherished memories while discovering the new possibilities of foldable phone technology.”

MARKETING-INTERACTIVE has reached out to HONOR for more information. 

Don’t miss: HONOR spotlights HK's beauty makers in new AI-inspired campaign

Back in June, HONOR launched an integrated campaign, featuring Hong Kong actor Tony Hung as its spokesperson and cultural explorer. The campaign aimed to promote the brand’s HONOR 400 Series, which boasts an AI-powered camera system.

Under the theme “HONOR the beauty makers”, the campaign included a thematic video, celebrating the beauty in everyday life and paying tribute to the creators - craftsmen and artists who, through their talent, passion, and dedication, shape the visual experiences of daily existence.

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