Vietnam smartphone maker urges dads to take time offline

OPPO "Fatherhood" by BBDO Vietnam.
OPPO "Fatherhood" by BBDO Vietnam.

"Fatherhood takes two hands" is the theme of the campaign created by BBDO Vietnam

VIETNAM — A smartphone maker discourages its target buyers from using its product — for very good reasons — in a new campaign for OPPO by BBDO Vietnam.

The campaign comprises two TV spots tied to the brand's sponsorship of a reality-TV show titled "Daddy, Where Are We Going?" in which father-child teams set out to accomplish tasks without the aid of technology.

According to OPPO Marketing Director Dang Quoc Cuong, "In these competitive times, what we needed from a crucial piece of communication was a refined, non-commercial feeling to tell the brand story."

"It’s refreshing when a smartphone commercial can address a real subject like fatherhood on an emotional level, rather than just touting functions," said Giao Phan, general manager of BBDO Vietnam. "It was a great brief, from a great client. And we had a lot of fun working on it."

The emotional approach of the campaign resembles that of telecom providers Dtac and AIS in neighboring Thailand.

Campaign credits

Client: OPPO Science & Technology Company
Agency: BBDO Vietnam
Production House: Epic
Director: Keir McFarlane

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