Ditch the DJI Bro: Coho Films Helps Autel Robotics Win with Humor and High-Flying Style

At Coho Films, we love working on creative campaigns that challenge norms—and that’s exactly what we did for Autel Robotics. Tasked with promoting their drone trade-in program and encouraging users to switch from competitors like DJI, we partnered with Autel’s marketing team to develop a lighthearted series of commercials starring a caricatured “DJI Bro.”

A Trade-In Program with Edge and Wit

Autel’s innovative trade-in initiative lets drone owners swap competitors’ models—including popular DJI units—for credit toward a new Autel EVO drone youtube.com+5m.facebook.com+5youtube.com+5airscope.ae. Rather than a dry product pitch, Astel wanted something fun, memorable, and aligned with Gen Z humor. Enter the “DJI Bro”, a character who confidently swears by his old gear—until he meets savvy Autel users who show him just what he’s missing.

Cinematic Comedy That Connects

Our challenge was to build a comedic script and wardrobe that felt big-screen but grounded in the everyday reality of drone enthusiasts. Each spot featured:

• Juxtaposed personas: the overconfident “DJI Bro” vs. the cool, composed Autel pilot

• Clever wardrobe and character styling to amplify the humor

• Smart scripting and timing, using visual punchlines to reinforce Autel’s message

Filming was crisp and energetic, shot to Instagram-ready specs while still packing a cinematic punch. The result? Spot-on comedic spots with quick cuts, witty dialogue, and strong product placement—all wrapped in Autel’s assertive brand tone.

Tapping into Drone Culture

While DJI dominates the market, Autel Robotics has been gaining attention—especially after DJI faced U.S. scrutiny—and positioning itself as both innovative and freedom-minded en.wikipedia.org+1dronedj.com+1. By weaving in this underdog narrative, the campaign resonated with creators who appreciate autonomy, transparency, and performance—along with a good laugh.

A Campaign That Flies High

The commercials struck a tone that balanced cheeky humor with real value, helping highlight:

• The ease of trading in competitor drones

• Autel’s specs—like 4K@60fps recording and no geo-fencing

• Brand personality that’s bold, witty, and authentic

Working with Autel’s marketing team, Coho Films brought storyboard-level planning to each spot, ensuring the “DJI Bro” concept landed with timing, attitude, and cinematography that delivered. It was marketing with edge—and it flew.

Want to stand out in a competitive market with character-driven videos?
Coho Films develops cinematic, comedic campaigns that blend humor, narrative, and brand power—whether you’re launching a trade-in, a product line, or a movement.