The OnePlus legacy is undeniable. The ‘Never Settle’ philosophy has defined the company’s smartphone business since its inception and its smartphone launches have regularly disrupted the market, whether it was with their flagship specs or their aggressive prices. Moreover, the company has also fostered a strong community that has stood steadfast with it throughout its rapid growth. In 2018, OnePlus took a big leap into the audio space with the launch of its own wireless earphones. This initial foray into budget-friendly earphones evolved into high-quality TWS earbuds, with premium products like the Buds Pro 2 having cemented the company’s place as among the best audio brands out there. In celebration of this legacy, OnePlus has unveiled its new ‘We Don’t Settle’ campaign to exclusively promote its audio products.
Through its new ad campaign- ‘We Don’t Settle’, the brand highlights how its audio products play an important part in helping users across all walks of life to ‘find their zone.’ Coming from different walks of life, these users can be seen sporting some of the finest OnePlus audio products available in the market. The ad film begins by showing a chef who’s getting yelled at by his superior.
We then meet a student who learns that her rival has scored more than her in the latest exams. The ad also features basketball player who isn’t able to find his roove because he’s intimidated by a player from the opposing team. It’s clear that it would need considerable efforts from all three of them to overcome their demons.
As they get to work, each toiling in their own way, their only companions are their OnePlus earphones. The chef gets to the job of perfecting his craft while listening to music on his OnePlus Buds 3. The high-end earbuds, with their Adaptive Noise Cancellation technology certainly help him focus more. The student, on the other hand, opts for the Nord Buds 2, even as she studies hard to deal with her competition. The basketball player, on the other hand, gets to work pushing his own boundaries while wearing his OnePlus Bullets Wireless Z2 ANC.
The song all of them are listening to is original track, specially created for this campaign by hip-hop artist Hanumankind. The song features visceral verses and beats that pack a punch. It’s a great inspirational anthem that goes incredibly well with the journeys of the three characters. For them, their OnePlus audio devices are gateways into their zones, where the noise fades and focus takes over.
Addressing the campaign launch, Ishita Grover, Director of Marketing, OnePlus India shared, “We are thrilled to introduce our first ever audio brand campaign for our audio devices that connects back to OnePlus’ guiding spirit of ‘Never Settle’. The key idea behind the campaign is to highlight the role that a seamless music experience can play in helping our user community find their ultimate state of focus. OnePlus is committed to creating cutting-edge audio devices aimed at empowering our community to unleash their full potential and achieve their aspirations with absolute focus and clarity.”
In conclusion, this new ad film by OnePlus indeed epitomises its new ‘We Don’t Settle’ mantra in so many ways. It’s worth noting that the film has been conceptualised and scripted in-house by the OnePlus India team. It’s no surprise then that it has so beautifully been able to showcase some of OnePlus’ finest audio gear. And as we prepare for more important launches in the year ahead, it remains to be seen what exciting products are coming our way.
