Asus Has Finally Created the Perfect Digital Device for Birds With Arms

An odd meme becomes a tablet's marketing campaign

Stop it, you're quilling me.

Birds with tiny human arms and hands soar in sublimely silly style thanks to SuperHeroes's first global campaign for the Asus Transformer T100 2-in-1. This is the same Amsterdam-based agency that's perhaps best known for its prankvertising efforts on behalf of LG.

In "Modern Birds," a freaky fingered flock demonstrates the features of the Asus laptop/tablet hybrid. The idea is that birds know how to get stuff done #OnTheFly.

Savvy consumers of Internet culture will recognize that birds with arms are nothing new. 

"We've always loved the birds-with-arms meme," agency ecd Rogier Vijverberg tells AdFreak. "And when looking for a spokesperson for Asus we saw the match. Birds are truly always on the move, plus they would allow us to have a great outside perspective on our modern human race."

Besides, he adds, "it's a crowded market, so to stand out and get noticed, you need to also stand out in communication."

Edward, a tufted titmouse with an attitude, stars in a trio of spots. He praises Asus to the skies and taunts users of competing devices: "My T100 has up to 11 hours of battery life to keep me productive. Eleven hours, pecka-face!"

Beyond the spots from directors Andrew Watson and Maarten Boon via production house Minivegas, SuperHeroes has more creative lined up for the campaign.

"There’s a bunch of work for Asus in the pipeline," Vijverberg says. "It's fully global, launching in Asia, the Middle East, Europe and the Americas. Apart from [the three films], we have a Facebook game, loads of social content and more memes coming up."

So, who'd win an all-out war between ad mascots with asinine appendages: Asus' birds with arms or Cravendale's cats with thumbs?


Client: Asus

Client Contacts: Chinwen Weng, Clio Kuo, David Chen

Agency: SuperHeroes

Executive Creative Director: Rogier Vijverberg

Copywriters: Elliot Stewart Franzen, Dimitri Hekimian

Art Director: Quentin Deronzier

Designers: Nando Pawirodikromo, Krister Lima

Client Services Director: Django Weisz Blanchetta

Producers: Evelien Schenkkan, Severien Jansen

Strategic, Planning Director: Felipe Camara

Interactive Designer: Krister Lima       

Developer: Chris Noble-Partridge

Production, Postproduction: Minivegas

Directors: Andrew Watson, Maarten Boon

Scriptwriter: Andrew Watson

Executive Producer: Brian Bourke

Producer: Sanne Rosinga

Postproduction Producer: Marloes de Rijke

Editor: Sander van der Aa

Lead Compositor: Sven de Jong

Sound Design: Kaiser Sound