Acer pushes the limits of innovation by 'being unreasonable'

Acer India has rolled an ad film for its ‘Being Unreasonable’ campaign. The film features Bollywood actor Hritik Roshan and has been conceptualised by Contract India. The campaign will be supported by a 360 degree campaign.

 The film opens at the scene of a large technology lab where a group of white-coat clad scientists are examining Roshan. The scientists are huddled around him and probe him by asking him questions such as, ‘Can you swivel 180 degrees?’, ‘Can you run non-stop for 7 hours?’ and so on. Humouring the scientists, Roshan tries to cater to most of the outrageous demands.

One of the scientists then walks upto Roshan, hammer in hand and asking the actor if he is tough. The film cuts to a shot of Acer laptops just as the scientist is about to swing his hammer at the actor. As the products is displayed, a voice over says, “What do we do with something perfect? We try hard to make it even better. That’s the only way we know to delight you."

The film jumps back to the lab where Roshan is once again asked an outrageous question with respect to him being able to teleport. As another scientist turns around to ask the questioning scientist what teleportation is, a sound is heard in the background as all the scientists look around in amazement. It is revealed that Roshan has indeed teleported.

The film ends with a super of the company logo.

Credits:
Client: Acer
Creative agency: Contract India
National creative director: Ashish Chakravarty
Creative team:  Manoj Jacob, Rahul Ghosh, Kapil Mishra
Account management: Monojit Ray
Planning team: Rohit Srivatsava, Jayant Govindarajan
Films chief: Sugoto Ray
Director: Jeff Balsmeyer
Producer: Sam Gaur
Executive producer: Farid Khan and Ajay Vasu
Production house: Milestone Films
Director of photography Ayanka Bose
Post production studio: Amit Chawda
Music director:  Micu Patel