Chinese phone manufacturer, Xiaomi, were launching their latest handset the Western market. The new Mi9T phone boasts a huge full-screen display - providing the notch-less viewing experience that phone buffs crave.

The market is flooded with device manufacturers who create ads with beautiful imagery and a list of features. We approached the brief with something a little different.

We created three 15’ spots that depict a series of humorous catastrophes caused by the distracting feature. Let this be a lesson to all - BEWARE THE NOTCH!