• SUB CATEGORY :
    DIRECTING
  • COMPANY ENTERING :
    MCCANN WORLDGROUP THAILAND, BANGKOK
  • TITLE :
    CAPTURE
  • BRAND :
    SURE
  • ADVERTISER :
    VERENA INTERNATIONAL CO., LTD.
  • AGENCY :
    MCCANN WORLDGROUP THAILAND, BANGKOK
  • EXECUTIVE CREATIVE DIRECTOR :
    WICHIAN THONGSUKSIRI
  • CREATIVE DIRECTOR :
    SURAMANAS JUNTIMA
  • COPYWRITER :
    WICHIAN THONGSUKSIRI
  • ART DIRECTOR :
    SURAMANAS JUNTIMA/NATTHAWUT CHUKLUNTHONG
  • BUSINESS DIRECTOR :
    JIRAPA BIRASIRIWATANA
  • ACCOUNT DIRECTOR :
    RASRIN AKKARANUNKORRANICH
  • STRATEGIC CONSULTANT :
    YUPIN MUNTZING
  • AGENCY PRODUCER :
    SIRIWAN BAMRUNGPHOL
  • FILM PRODUCTION COMPANY :
    PHENOMENA CO., LTD., BANGKOK
  • DIRECTOR :
    THANONCHAI SORNSRIWICHAI
  • FILM PRODUCER :
    PANIDA NGAMSOMPONG
  • POST-PRODUCTION COMPANY :
    EDITTIDE CO., LTD., BANGKOK
  • SPECIAL EFFECTS COMPANY :
    EDITTIDE CO., LTD., BANGKOK
  • SOUND PRODUCTION COMPANY :
    CINE DIGITAL SOUND STUDIO CO., LTD., BANGKOK
  • ENGLISH SYNOPSIS :
    TO BREAK THROUGH THE CLUTTER OF GENERIC WEIGHT LOSS DEMONSTRATIONS AND CLAIMS IN THE MARKET, VERENA TURNS THE STRAIGHTFORWARD PROPOSITION OF AN INGESTIBLE FAT BINDING SUPPLEMENT INTO A VERY LITERAL YET UNEXPECTED DEMONSTRATION OF EFFICACY THAT ‘CAPTURES THE FAT’. THE IDEA IS BROUGHT TO LIFE THROUGH A NARRATIVE THAT COMPARES THE WORKING OF THE SUPPLEMENT TO THAT OF A VIGILANT HIGHWAY POLICEMAN. THE ‘INSIDE’ STORY UNFOLDS THROUGH A SERIES OF ENTERTAINING WORD PLAY AND DRAMATIZATIONS FROM THE MOMENT SURE SUPPLEMENT IS INGESTED BY LOCAL CELEBRITY WOONSEN, IN WHICH ALL FAT PASSING THROUGH HER MOUTH IS CAPTURED AND UNABLE TO PASS THROUGH TO ANY OTHER PART OF HER BODY.
  • ENGLISH CONTEXT EXPLANATION :
    UNOFFICIAL POLICE-CHECKPOINTS ARE COMMON ACROSS THAILAND. THE UNIQUE INSISTENCE OF THAI POLICE ON BEING OVERLY INQUISITIVE AND NIT-PICKY WHEN QUESTIONING DRIVERS IS SEEN AS A RUNNING JOKE AMONGST THAIS. THUS, WE USED THIS CULTURALLY-UNIQUE AND FUSSY BEHAVIOR OF THAI POLICEMAN TO ILLUSTRATE THE PRODUCT’S CAPACITY TO BLOCK OIL AND FAT TO THE BODY. ENTERTAINMENT VALUE IS ENHANCED WITH WORD PLAY, A UNIQUE PAST TIME THAT THAI’S ENJOY AS PART OF EVERYDAY CONVERSATIONS.