New Xiaomi Phone Campaign Presents the Hazards of 'The Notch'

The latest campaign from Across the Pond for Xiaomi asks the question, 'what’s a notch?'

For some, it’s the little black bar at the top of a mobile phone that houses the selfie camera. For others, it’s the thing that ruins their viewing experience.

Across the Pond sparks this debate to raise the profile of the Chinese phone manufacturer. Despite being the world’s fourth largest of its kind, Xiaomi isn't yet a household name in the western market.

However, their latest handset the Mi9T boasts a huge full-screen display and a pop-up selfie camera - providing the notch-less viewing experience that users crave. To highlight this, Across the Pond created a series of humorous spots that shows just crucial this development is.