In the early days of mobile phones, Nokia's chunky 3310 handsets were ubiquitous. Now, with the brand having something of a comeback, it's rolling out a spot for its Nokia 7 Plus and Nokia 6 Android smartphones this week that harks back to people's nostalgia for those days.
The spot, by Mother London, centers on a couple of best friends who meet at school; the first boy is seen playing "Snake" on his 3310 handset when we first see him--a real throwback to those halcyon early days of mobiles. He's chased by bullies, and his new friend steps in to help him.
As they grow up, they are there for each other throughout their lives. One helps his mate when his car breaks down in the snow; the other is there to give him a lift to hospital when his wife is in labor. In the early days of their relationship we see them using the 3310 handsets to call each other, and as time goes on, they progress to smartphones with the Nokia 7.
But while taking selfies might play a part in their bromance, the ad underlines the fact that they still use it to call and text, and Nokia's message here is that, just like an old friend, you need a phone you can rely on. It's a similar theme to its recent ad for its 8 Sirocco model, out of Forsman & Bodenfors, which also positioned the phone as more reliable than some of its competitors.
The ad is directed by Justin Chadwick via Tomboy films, and is running globally.