To bring this ‘do anything you want’ message to life, we went literal and empowered New Yorkers to become our commercial director. They were the ones to create the global film for the ZenFone 3. With the help of two rising stars from Upright Citizens brigade, hundreds of commercial ideas were collected and distilled into one great script, which was then acted out and lip-synced.

The film was released on Asus’ Global Facebook and Youtube accounts as well as in India, Indonesia, Malaysia, Philippines, and Italy. The main film was followed up with behind the scenes content, gifs, and short interview films that featured the various key features of the phone. The campaign also created an opening for local markets to create activations around inviting their audience to create and submit their own ASUS ZenFone commercials.

The attention-grabbing campaign was used in dozens of markets, and had enormous organic success, bringing in over 18 million organic views, and shared over 10,000 times. Adweek promoted the spot as the ad of the day, and Creativity Online called the film’s tagline “possibly the greatest end line we’ve heard in an ad recently.”

> 18 million organic views

> 10,000 shares

> Creativity Online: “Possibly the greatest end line we’ve heard in an ad recently”