If you could magically turn your iPad into a much bigger tablet, would you? Fuhu is promoting its giant new Nabi tablets. (They're available in 24-, 32-, 43-, 55- and astonishing 65-inch versions.) To that end, it made a new reality-style video featuring magician Adam Trent, one of seven stars in stage show The Illusionists, pretending to transform random people's iPads into Nabis, outside the glass-box Apple store on Fifth Avenue in New York.
Fuhu, creator of the Nabi Android tablets for kids, has named Draftfcb as its first lead creative agency. Draftfcb in Venice, Calif. will handle strategy, brand identity and creative development for Fuhu’s tablets, headphones, digital camera and new products.
Specs Who (l. to r.) Mike Braue, director of client services, consumer brands; Michael McIntyre, president; Christianne Brooks, group creative director; and Kevin Aratari, evp, entertainment
Precocious kiddie talent is always a reliably entertaining route in youth marketing. Our favorite example is probably the crazy Weetabix spot with then-9-year-old British street-dance phenom Arizona Snow. Now, a new spot for Fuhu's Nabi2 kids' tablet enlists not just dancers but a budding rapper to deliver the pitch. The commercial, by agency mOcean, features a rap by 10-year-old Lil P-Nut (aka Benjamin Flores Jr.) and a dance routine by The Art of Teknique—two 11-year-olds and a 10-year-old who competed on America's Got Talent last year. Lil P-Nut doesn't actually appear in the ad—that's the Art of Teknique kids lip-syncing the lyrics. Rapping and dancing would seem to have little to do with using a tablet, but Fuhu says it's a broader metaphor about the "art of genius"—that it enlisted kids who excel in music and dance to tell the brand's story about helping kids achieve their best in learning, playing and growing. Credits below.