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Hugh Jackman escapes prison using ‘slimmest phone ever’ in ad for Micromax in India

Hollywood actor Hugh Jackman, most famous for playing sword-fingered superhero Wolverine in X-Men, stars in a new ad for a mobile phone company in India in which he uses “the slimmest phone ever” as a weapon to evade his captors.

The minute-long ad titled ‘Jail break’ for the Micromax Canvas Sliver 5, begins with the Australian actor being transferred out of the trunk of a car and into a jail cell. His captors search him, but cannot detect the phone he is carrying because it is so thin. He then uses it to escape.

The ad ends with Jackman saying to the police: “Five minutes, five millimetres, that’s all it took. You missed it fellas.”

The campaign also has a print, outdoor and point-of-sale element featuring Jackman showing how thin the phone is.

Hugh Jackman

It was created by Lowe Lintas Delhi.

Hugh Jackman in ad

Amer Jaleel, national creative director at Lowe Lintas said in a press release: “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It’s ‘Oh, so that’s what was happening with the phone’ rather than ‘Oh, look how he’s using the slim phone’.”

Credits:

  • Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Abhishek Deshwal, Satindar Pal Singh, Anshul Nagpal
  • Account Management: Rajiv Chatterjee, Jaten Jais, Abhishek Sehra, Shreya Bansal
  • Client: Shubhajit Sen, Ashwarya Wadhwa
  • Production House: Perfect 10 Films
  • Director: Richard D’Alessio
    slimmest phone
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