Ads for the Motorola Razr cellphone frequently play off a "razor" concept, logically enough, but this Swedish take, for a leading European phone retailer, actually draws blood. According to the Stockholm office of Saatchi & Saatchi, "Ads for mobile phones are usually boring, ugly and full of technical specifications. In short, they're more about information than communication. We simply wanted to tell high-end consumers that the sleek Razr is a very, very thin mobile phone. The medium is business magazines, and the tone and style is far from the usual dull business-to-business ad. This elegant execution should break through and create a Pavlovian top-of-mind desire." So now we've got drool, too.
Client: The Phone House Agency: Saatchi & Saatchi, Stockholm Photographer: Mejor S. Samrai