Write a short summary of what happens in the film

This humorous parody film features Jim Book (whose name sounds very similar to a certain tech CEO), talking about the “12”, the latest device everyone’s speculating about. In this latest evolution of the smartphone, we freed it from its metal cage, literally, as we introduce the invisible phone (the AirPhone): a nod to the speculated sizes and colours of that other famous “12”. We then introduce the much-speculated features: distance sensor, zero light mode, real-time editing. Jim Book then talks about the (potato?) chip, which “perfectly syncs to your neural pathways” to enable features like “Pay Face” and “Car Face”. Jim then invites you to “Speculate no more” and pre-order the much-hyped “12” before anyone else with Maxis, Malaysia’s No. 1 network. We then end with a reprise: the director instructs the talent to hold the phone a little higher, with a stronger expression, while the crew polishes the “AirPhone”.

Cultural / Context information for the jury

For flagships like iPhone 12, the telco who is first to market with pre-orders, wins. Problem is: everyone has to wait till after the Apple Keynote before featuring the phone. So how do we do a pre-order campaign if we can’t show the phone? We don’t show the phone. We launched a parody featuring an invisible “AirPhone”, using Malaysians’ most speculated features. Knowing fully well other telcos would protest and have us take it down, we need to make sure it delivers maximum impact in a span of a few hours. And deliver, it did. Within hours: 48.4x more shares than our average FB asset, and mentions by tech press within and beyond Malaysia. Leading to a whopping 48% click-through rate on YouTube, highest search intent for iPhone 12 amongst telcos. We ultimately saw a surge in pre-orders; one of our most successful flagship pre-order campaigns despite the downturn.