Qi2 and Yes& challenge consumers to refuse the same old crap
Yes& launched a humorous and provocative campaign for Qi2 (pronounced “chee two), the new global wireless charging standard, drawing an unexpected parallel between one of history’s most notorious urban problems and today’s plague of charging accessory clutter.
The campaign consists of a 30-second video for the Wireless Power Consortium. The video, states a post on Citibiz, “opens with meticulously produced silent newsreel footage of 1894 New York during the “Great Manure Crisis,” when city planners believed horse manure would overwhelm urban life. A female pedestrian is terrorized by laborers who shovel manure at her feet, and she responds with bleeped comments and emojis via title cards. The spot cuts to her standing, wide-eyed with wonder, as early automobiles traverse pristine city streets. The impressive visual and audio details include the iris-out opening visual effect, the grainy black-and-white footage and the sped-up narrator’s voice.”
The video, continues the post, “jumps to today, where consumers battle tangles of cords and wires and drawers jammed with outdated accessories. The payoff is delivered in sleek visuals that show the simplicity of wireless charging enabled by the Qi2. The message: What once seemed unavoidable can quickly become obsolete when better technology arrives.”
“The campaign was inspired by a simple observation: every generation has accepted inconveniences as a permanent part of life—until someone invents a better way,” said Jason Gaboriau, executive creative director of Yes&. “By comparing charging clutter to another once-inescapable problem, the work reframes wireless charging as more than an incremental improvement—it is the next inevitable evolution in consumer technology. Instead of going into the nuts and bolts of technical standards or charging specifications, we invite consumers to imagine a future where charging cables feel just as outdated as horse-drawn transportation.”
The simplicity of the creative concept, states the release, “belies the breadth of the strategic requirements. Wireless charging adoption is steadily growing across consumer electronics, particularly smartphones, wearables, and automotive applications. As of 2025, about 44% of smartphones globally support wireless charging, with projections reaching nearly 50% by 2027.”
The campaign is targeted to consumers ages 14-35 (tech-fluent young millennials and Gen-Zers) across organic and paid social media channels. “The best innovations change what people accept as normal,” Gaboriau said. “By looking backward, we found an entertaining way to help people look ahead. If audiences laugh first, they’re much more likely to remember what’s coming next.”
“We value Yes& as a trusted partner that continues to build awareness for Qi2 through fun, creative content that meaningfully engages our key audiences,” added Paul Golden, marketing director for Wireless Power Consortium.
Yes& was named the Wireless Power Consortium’s agency of record in 2025.
