Interpublic won the global Nokia N-series business last year after a holding-company pitch against Omnicom Group, WPP Group and Havas. The spot's theme, "The next story in video," aims to inspire people to film more than just birthday parties, wacky events and baby's first steps. Shot in New York, it begins with Mr. Oldman asking: "What are the ingredients that go into making a great movie?"
Moving around the city, he finds everything he needs. "A catchy score" is provided by a man playing two trumpets, "compelling dialogue" comes courtesy of an ice-cream vendor, "love" is a boy cuddling a giant dog and "mystery" is a pair of empty shoes placed neatly on the sidewalk.
Mr. Oldman is the leading man, quoting Shakespeare's famous line: "All the world's a stage and all the men and women merely players." The spot's last words: "Now you can tell your stories in DVD-like quality."
The campaign, breaking in the U.K. and then following N93 distribution around the world, uses TV, cinema, print, online, retail and experiential marketing. Interpublic's RG/A worked with Naked Communications on a site (nokia.com/nseries/studio) showcasing Mr. Oldman's film and creating an online community to encourage people to upload their short films. Other directors have also made films, and a "workshop" section shares filmmaking tips. Nokia created events in New York, Hong Kong and Berlin with Interpublic's Jack Morton.