What could possibly make you want a mobile phone so much that you'd pay the equivalent of 5 months' salary to get one?

JWT Beijing, led by Polly Chu (we worked together at JWT HK aeons ago), picked Bruce Lee to twist your arm - and mess with your mind - to promote Nokia's N96 Bruce Lee Ltd edition phone to Chinese early adopters.

As big social network users who look for authentic viral experiences, this is a target audience that wants the bragging rights that come from being first-finders. It's what I call the Speke Effect (after the discoverer of the source of the Nile).

The ad got 16+ million views worldwide - it went viral well beyond China. The phones sold out in 5 days online.

Smashing stuff.

Advertising Agency: JWT Beijing, China
2nd Sales Promotion/Advertising Agency: A4A Beijing, China
Chief Creative Officer: Polly Chu
Creative Director: Shankun Sun
Copywriter: Wei Huang
Art Director: Dechun Qiu
Producer: Lin Ma
Director-In-Charge: Dan Ingall
Senior Account Director: Patrick Yap
Director: Jinjing Zhu, JQK Productions
Producer: Jade Tang, JQK Productions
Post: Wang Yu, JQK Productions