INDIA – In this new film by Lowe Lintas, Wolverine star Hugh Jackman isn’t fighting off his foes using his long, sharp claws but using an unlikely weapon instead–a smartphone.
Micromax Informatics, India’s leading mobile phone brand claims that its new Canvas Sliver 5 is the world’s slimmest and lightest smartphone, so slim that it can actually put Hugh Jackman out of prison by serving as whatever it was that the protagonist needed it to be.
It was used as a makeshift key that Jackman easily slid through the narrow slit of the prison door to set himself free, a screwdriver to break open an entry to an exhaust chute, a faux playing card to distract the bad guys, and all other sort of things as long as it fits, and it unsurprisingly always does.
“We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It’s ‘Oh, so that’s what was happening with the phone’ rather than ‘Oh, look how he’s using the slim phone’,” said Amer Jaleel, NCD, Lowe Lintas.
This is not the first time that Hugh Jackman appeared in the brand’s campaign, he also previously starred in a less death-defying ad featuring the Canvas Turbo.
The Canvas Sliver 5 is 5.1mm thick and weighs 97 grams.
Watch the new ad here:
