Axicom Turns Tech Fails Into ‘80s Power Ballad Gold for Honor

Axicom, the earned first, global communications agency for tech brands and brands with a tech story, today unveils a new campaign for Honor, a leading global provider of smart devices, as part of its ongoing work to promote the Magic V3 device, the world’s thinnest foldable phone. 

The campaign transforms Cutting Crew's anthemic power ballad 'I Just Died in Your Arms Tonight' into a 'low power ballad.' A remastering of the iconic track to highlight the underwhelming performance of substandard technology.

The remastered diss track and accompanying video is a nostalgic, soft rock journey into the world of tech fails. Performed by The Voice finalist Jimmy Baliot, 'I Just Died In Your Hands Tonight' sees a young couple’s efforts to find love thwarted by tech. With throbbing guitars, soft focus visuals, epic key changes, and a love story for the ages, the track highlights the low performance of outdated technology with the power and reliability of Honor devices.

“This is exactly the kind of work we love doing," says Avikar Jolly, chief marketing officer for Europe at Honor. "We want to shake up the industry and challenge people to think differently about what to expect from their tech, and to do that in a way that injects some humour into the industry.”

"Tech fails can feel epic, ruining everything from nights out to important work deadlines," adds Graeme Anthony, executive creative director for Axicom. "With this campaign, we wanted to tap into that universal frustration and demonstrate how Honor offers a solution. By playfully exaggerating these everyday struggles, we're highlighting the importance of reliable, high-performing technology."

This epic earworm of a campaign will launch across Honor's European social media and owned channels, supported by a comprehensive PR campaign in all key European markets.

Lyrics:

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.

I sit and I wait, my phones on the table.

Heart beat racing, connection unstable.

Who’d have thought that a boy like me would be stuck like this?

Oh

You, you just died in my hands tonight.

Must been substandard tech.

You just died in my hands again.

I know something ain’t right.

My batteries dead and still it’s daylight.

But now it's done, my hope is gone

I’m stuck with this pitiful phone, c’mon it’s just wrong!

You, you just died in my hands tonight.

Must be substandard tech.

You just died in my hands again.

You, you just died in my hands tonight.

Must’ve been the twelfth time today.

Why do you act this way

I can’t give you away.