Latest instalment of Mother’s Acer campaign swaps cupcakes for sea creatures
Megan Fox is the latest celebrity to front a campaign for computer company Acer and reveal an unlikely side to their character.
In the campaign, developed by creative agency Mother, Fox reveals a hidden ambition to be a marine biologist. Using her Aspire S7 Ultrabook™, Fox leads a group of scientists to develop software that can translate the sounds that dolphins make.
Fox enjoyed the opportunity to embrace her inner-research scientist. “I decided to work with Acer because I really like computers; the more high-tech, the better. The campaign was fun and it gave me an opportunity to show a different side of myself,” she said.
Meanwhile Maarten Schellekens, Acer’s Global Brand Director, explained that the new ad encapsulates the brand’s core values. “The campaign underlines Acer’s new brand positioning, 'explore beyond limits'. It is all about people living to their full potential and exploring their passions. It will be brought to life in a series of new product launches over the next three years,” he said.
“Acer worked closely with partner Intel on the campaign,” added Intel Marketing Manager Ryan Baker. “The Acer Aspire S7 really is one of the world’s most beautiful and impressive UItrabooks and we like to think of the Intel Core processor inside as the brain inside the beauty.”
The campaign broke in the UK, the US, Russia, Germany, France and China on 30th October 2012.
DWA was responsible for the media planning and buying across all mediums in EMEA. Team Acer lead, and DWA Managing Director, Chris Bagnall commented that the project was unusual for a technology campaign. "It has been an amazing journey bringing first Kiefer Sutherland and now Megan Fox to life as part of this global Acer initiative,” he said. “Working with Mother and the Acer marketing stakeholders, we have been able to build integrated media engagement capitalizing on standout creative in a way rarely seen in the technology sector."
Earlier this year Mother created a campaign for Acer starring the actor Kiefer Sutherland. As Jack Bauer in the cult TV series ‘24’ he was shot, tortured and imprisoned but in the Acer campaign he parodied his tough guy character and showed his softer side by using the laptop to launch a cupcake business.