Qualcomm Starts The New Year With New Spot by DDB

Company Is Betting On A Connected World For 2016 And Beyond

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Advertising Age Player

With the proliferation of smartphones and wearables, connected devices are poised for tremendous growth in the coming years. San-Diego-based chip giant Qualcomm knows this and is pushing its technologies in several new videos created by DDB San Francisco.

The new videos are part of Qualcomm's overarching "Why Wait" rebranding campaign that debuted back in April. The company wants to raise its profile amid a sagging stock price that has fallen by about $25 in the past year. The new videos look to humanize technology by showcasing how it can improve everyday life.

The three videos, dubbed Qualcomm Connection Series, are set to break Monday and will focus on the Internet of things, connectivity and the mobile space.

Qualcomm's first spot, titled "The Date," shows a man reserving a parking space while driving his car to meet a woman for a date at a restaurant. The two hit things off and head back to the woman's apartment. The woman then uses her smartwatch to put her apartment in "date night" mood. With the flick of her wrist, the lights dim at her apartment and some relaxing music begins to play all before she opens the door with her newfound friend.

The company, known for its 3G and 4G technologies, is betting that connected devices will see mass consumer adoption in the future.

And it might be right.

Wearables have seen rapid growth in consumer adoption in 2015, with some 39 million U.S. adults 18 and older expected to use smartwatches, a 58% jump over the same time last year, according to an October report released by eMarketer. Additionally, consumer penetration among U.S. adults is just 16%; that number is expected to double to about 82 million users in two years, eMarketer said.

Additionally, while only 7% of U.S. online adults are using a connected home device, more than 50% of them are interested in using them, according to Forrester Data. "Automation is the next big thing, because it will harness the power of all the other things, making cars that drive safer, medical diagnostics that anticipate health needs, and robots that not only respond to our commands but anticipate them," said James McQuivey, VP, principal analyst at Forrester. "It will be harder to see the power of these life-changing solutions, but their long-term effect will be bigger than any single device or innovation."

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