Thanks for watching, or not

  • PopPress
  • June 28, 2017
  • StopPress Team
Thanks for watching, or not

While many TVCs these days strive to impress with compelling storylines and spectacular imagery, Qualcomm has done the opposite. It's released two 30-second TVCs featuring father and son duos folk dancing and beatboxing but despite being not half bad, they're not engaging.

Called 'Ignore This', the videos read "This is a strange commercial" at the beginning, before acknowledging that they serve as a background to people using their phones. As the enthusiastic dancers and beatboxers get underway, the text encourages the audience to surf on their smartphones or even find a date. It's an odd strategy for an advertiser to take, but at the end of each video, it's revealed that Qualcomm is the inventor of the technology that makes every smartphone so engagement with a smartphone is, therefore, engagement with the brand.

The point is reiterated further in a 60-second video about all the things our phones do for us and all of the moments they're apart of.

From finding a date to delivering dumplings and acting as a camera, the ad shows how Qualcomm is also there in every aspect of smartphone users' lives.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Compendium: 15 February

  • PopPress
  • February 15, 2019
  • StopPress Team
The Compendium: 15 February

Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit