By Krupa Rai, associate professor, marketing & international business, K J Somaiya Institute of Management
Campaign: Stop at Nothing
Brand: OnePlus
Agency: Lightstream
Why the campaign rocks:
During the height of the pandemic, when our only portal to the outside world was through digital screens and a great deal of global attention was fixated on the ceaseless stream of distressing information and debates with anonymous online adversaries, OnePlus unveiled a compelling advertisement for its 8T model. This ad starred actress Kalki Koechlin. The film, titled ‘Stop at Nothing’, showcases the actress reciting her self-written poetry, appealing to users to use technology productively and limit being hyper-connected.
Filmed using the OnePlus 8T, the ad at first showcases a restless Koechlin skimming past content on multiple windows of the digital screen, lamenting the prevalence of uninformed opinions, bot armies, and internet trolls. However, the narrative takes an unexpected twist when the actress transitions into what’s termed “Zen Mode”, also a feature available on her phone. This change signifies a decision to disconnect from the chaos and truly ‘stop at nothing.’ The ad resonated with many due to its paradoxical nature and its unique ability to offer a contrarian perspective.