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SUB CATEGORY :
ONLINE FILM: CONSUMER GOODS
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ENTRANT COMPANY :
EURO RSCG ADVERTISING CO., LTD. SHANGHAI BRANCH, SHANGHAI
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TITLE :
CALL ME WHEN YOU NEED ME
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BRAND :
VIVO
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ADVERTISER :
VIVO
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AGENCY :
HAVAS CREATIVE, BEIJING
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CHAIRMAN :
KARL WU
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CHIEF EXECUTIVE OFFICER :
BEN SUN
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MANAGING DIRECTOR :
ZHAOZHOU ZHANG
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EXECUTIVE CREATIVE DIRECTOR :
SHANGYONG YANG
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CREATIVE DIRECTOR :
PENGBO WANG/FAN SHA
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ART DIRECTOR :
YIWEN WANG
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COPYWRITER :
YUN LIU
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AGENCY PRODUCER :
XIAOQIAN CHEN
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CLIENT SERVICE DIRECTOR :
CHENGUANG GONG
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STRATEGIC PLANNING DIRECTOR :
BIAO ZHANG
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FILM PRODUCTION COMPANY :
BEIJING SAN CHUAN MEDIA, BEIJING
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DIRECTOR :
SHUANG XIN
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POST-PRODUCTION COMPANY :
SHANGHAI XUYING CULTURAL COMMUNICATION, SHANGHAI/
BEIJING BELIEF PROCESS TECHNOLOGY, BEIJING
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EDITOR :
YANG SONG/KAI JIN/RUNZHI WANG
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SPECIAL EFFECTS COMPANY :
NEW SPROUT ART CLUB TECHNOLOGY & CULTURE, BEIJING
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SOUND PRODUCTION COMPANY :
BEIJING ZHENSHI FILM PRODUCTION, BEIJING
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ENGLISH SYNOPSIS :
"Call Me When You Need Me" is a touching short film about
the evolving dynamics of father-son relationships across three generations in a Chinese family. The story begins with Xiao Yu visiting a fish processing factory to reconnect with his estranged father, Lao Yu, after years of silence. Their meeting, centered around a house sale contract and a cigarette, reflects lingering emotional distance and unspoken love.
Through small but profound moments, the film captures the cycle of strained relationships softening as Xiao Yu’s own son reaches out to him with a heartfelt phone call, saying, “Dad, I kind of
miss you.” This simple line reveals the story’s warm undertone, leaving viewers to reflect on their own familial bonds. Blending cultural resonance with universal emotions, the film portrays how communication—spoken and unspoken—bridges generational gaps, offering hope for change in father-son relationships.
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ENGLISH CONTEXT EXPLANATION :
In traditional Chinese culture, father-son relationships are often emotionally distant, with affection rarely expressed openly. However, modern societal shifts are fostering more open and connected relationships, making this theme highly resonant for Chinese audiences.
As part of vivo’s annual film program, which pairs renowned directors with the latest vivo smartphones to create authentic, cinematic content, "Call Me When You Need Me" explores this cultural transition through the story of three generations.
Shot entirely on the vivo X100 Ultra, the film focuses on simple phone calls as a metaphor for bridging emotional gaps. While the story reflects universal themes, it taps into uniquely Chinese dynamics, offering a culturally relevant lens.
From a marketing perspective, the challenge was showcasing
the vivo X100 Ultra’s advanced capabilities while staying authentic to the emotional narrative. By using the phone to shoot the entire film, the campaign subtly demonstrated vivo’s technological power, positioning the brand as both innovative and deeply human. This balance between cultural relevance and product integration helped vivo engage audiences while reinforcing its role as a storytelling enabler.
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