SmarTone casts Mr.'s drummer to sell parents on Family Plan features

SmarTone has released a new TVC by the M&C Saatchi Spencer agency for the launch of its integrated “SmarT Parenting Choice” Family Plan campaign. Starring Tom - the drummer from Hong Kong band Mr. - and his wife Leanne, the ad attempts to address and counter concerns about excessive mobile use by children.

The TVC shows various interactions between a little boy and his parents, with it being apparent that the child is constantly using his mobile phone. The parents’ concerns about the device harming their child’s real-world interaction are assuaged when it’s discovered the boy was actually using the phone to record his mother’s voice to create music with his dad. At which point the mum grants her child more data for his phone to pursue his creative talents.


The larger integrated campaign for the launch also covers print, OOH, digital, social, and in-store elements.

The campaign aims to sell the benefits of the family plan to a Hong Kong audience of safety-conscious parents in a world where multiple smartphones are increasingly prevalent in families. Features touted by SmarTone’s scheme include the new ‘SmarT Parenting Safety Net Combo’ which comprises ‘Norton Family Premier’ and ‘Call Guard’ functions. It also allows flexible data allocation, unsafe content filtering, and net time supervision.


Ad Agency M&C Saatchi Spencer

CEO Spencer Wong

Group Creative Director Chris Fong

Creative Director Jazon Chan

Senior Copywriter Kiki Lam

Business Partner Philip Tsang

Account Manager Nick Wong

Production House Mutual Workshop