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Anti-Smartphone Brand Light Phone Uses Tim Cook’s Own Words On New Billboards
By Mikelle Leow, 17 Sep 2019
Image via Light
Smartphone users jaded by the expectations of social media have averted their gaze to ‘Light Phone’, a minimal anti-smartphone that features all the necessities for communication without the fluff.
To advertise the second edition of the device, ‘Light Phone II’, the brand has wittily bought out billboards displaying quotes by Apple CEO Tim Cook himself.
“Dear Tim,” reads one of the out-of-home adverts, written in Light co-founder Joe Hollier’s handwriting, “You said, ‘We don’t want people using their phones all the time.’ Agreed. Love, Light Phone.”
Similar black and white billboards have popped up in NYC and San Francisco, including two near Apple’s headquarters in Cupertino, California, Forbes reports.
“Dear Tim, you also said, ‘Technology should serve humanity, not the other way around,’” another ad reads. “Roger that. Much love, Light Phone.”
The campaign was produced by NYC strategic creative agency Bullish.
The company also purchased a full-page ad on The New York Times to pen a letter, saying, “You also said—can we quote you?—‘If you’re looking at a phone more than someone’s eyes, you’re doing the wrong thing.’”
“You’re a hard guy to reach,” the letter continues. “But if you’re interested, we’d love to talk more… We’re just two guys from Brooklyn but can travel.”
While the lengthy note doesn’t include specs or features about the ‘Light Phone II’, its reminder of Cook’s words is enough to let audiences know what they can get from the barebones gadget: peace of mind.
The phone’s cofounders, Hollier and Kaiwei Tang, deny that the campaign’s launch was deliberately timed around the debut of Apple’s new iPhones last week. “We’re not trying to point fingers and say who is to blame,” Tang asserts.
‘Light Phone II’, which comes with 4G, a customizable menu, a matte e-ink display and a headphone jack, began shipping this month. Find out more about the phone here.
[via Forbes, images via various sources]
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