Philip Khor

16 Aug 2010 update: http://www.goinglte.com/4g-it%E2%80%99s-all-semantics-1606/

First off, a short introduction.

When 3G came out, it operated at a theoretical “max” of 384kbit/sec. That’s barely enough for a steady YouTube stream. And even then, most early service providers were not able to keep up with their promises of “video conferencing”, broadband on the phone claims, etc.

Few years later, a newer standard dubbed “3.5G” or more commonly known to the techies as HSDPA (high speed data packet access) went mainstream. This is when the smartphone era started to pick up as more people adopted the technology. All is good and dandy; until CONGESTION came into the picture.

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Ok, I’m now gonna act as if I know everything about advertising and TVCs. So please bear with me.

I just watched the Lenovo laptop ad

http://www.facebook.com/video/video.php?v=249247918041

I must give credit to the camera work. It was well shot and directed.

As for the concept, the voice overs. ALL RUBBISH! Looks like they took it out of an outdated Marketing textbook! I’m betting the director is a middle aged balding dude who just hired a freshie with textbook ideas.

An example of a good advertisement in my opinion is by

http://www.youtube.com/watch?v=8sPvLRVrvC8

DIGI Telecommunications on their 3G service.

Easy to understand, clear message on what it’s all about and something we can relate to. Not some crazy story line about creativity and attempted collaboration! Pe-tuui!

BOTH are technology companies and it is really shocking how one can get it so wrong while the other hits the nail!

And if you want to be wow-ed, just check out Apple’s theme for all advertisements on their products. [at Apple.com of course]