Axicom Parodies '80s Pop Song in New Honor Magic V3 Commercial

Smart device company Honor just launched a nostalgic campaign that reinvents a classic '80s tune. 

Made together with agency Axicom, "I Just Died In Your Hands Tonight" aims to promote the tech giant's Magic V3 device, which it dubs the world's thinnest foldable phone. 

Marked by a nearly three-minute music video, the latest efforts parody the Cutting Crew's power ballad "I Just Died in Your Arms Tonight," remastering the instrumentals and changing its lyrics to highlight the struggles of owning substandard devices.

While it serves as a diss track to wonky and unreliable smartphones, the "low power ballad" also aims to highlight the power of Magic V3 and how other modern devices have a hard time keeping up with it. 

 

 

 

 

 

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"Tech fails can feel epic, ruining everything from nights out to important work deadlines," Axicom Executive Creative Director Graeme Anthony shared in a statement.

Anthony continues, saying the brand and agency wanted to tap into this frustration and "demonstrate how Honor offers a solution."

Honor's brand marketing strategy harps on the nostalgia of the popular '80s tune, giving its own humorous spin on the popular song.

By doing this, the brand engages audiences both new and old, showcasing its brand identity in a way that sets it apart from the competition. 

It Must Have Been Substandard Tech

The parody track, performed by "The Voice" finalist Jimmy Baliot, follows a couple's love held back by their mismatch in technology. 

While the woman comfortably uses her Magic V3, the man (played by Baliot himself) has a hard time connecting with her due to his outdated device. 

Throughout the spot, the woman waits patiently for Bailot to reach out to her, but this becomes a challenge when his phone "just died in his hands tonight."

 

 

 

 

 

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Catchy tunes and powerful vocals make for an effective and memorable spot, with lyrics like:

♪♫♪ You, you just died in my hands tonight,

Must have been substandard tech.

You just died in my hands again.

I keep lookin’, I’m trying to reach her.

Connection failed; my heart is breaking.

And I don't see an easy way to get over this. ♪♫♪

By the end of the spot, Bailot is handed a Magic V3 by his music producer, which allows him to reconnect with the one he loves.

Previously, Quilted North also parodied a popular '80s pop song "We Built This City" to promote its quilted tissues.