Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference. This week, Toygar Bazarkaya, chief creative officer at We Are Unlimited, praises a three-minute ad for a Thai dietary supplement by McCann Worldgroup Thailand, Bangkok.
This year I fell in love with a bunch of pieces out of Asia, especially McCann Thailand’s ‘Capture’, a three-minute video shot by legendary Thai director Thanonchai Sornsriwichai for Verena Sure, a dietary supplement.
As much as I admire the great work created for causes, NGOs and nonprofit organizations, this piece gets to what the advertising industry is all about. The film is entertaining yet still communicates the benefits of a product that most of us would consider a “tough one.” Even though the work was created for a dietary supplement, it’s still one of the best pieces of film I’ve seen lately.
I admire the simplicity and restraint of ‘Capture’ because it was brilliantly directed, written, cast and edited. It’s a client’s and a creative’s dream to be able to communicate everything the product does in the most entertaining way possible and this work unequivocally accomplishes that.
The story is simply told through three people’s encounter on the side of the road. No extras or special effects are needed which enables the comedy to play out with such restraint. The script develops naturally over three minutes and never comes across as trying too hard. It’s one of the few pieces I’ve watched that crosses the 60-second second mark and doesn’t get annoying, which is even more impressive given that I had to read subtitles to understand the dialogue. Overall, it’s a great idea and masterful execution.
With the changes in consumers’ media habits you see more and more work that doesn’t follow the 15-, 30- or 60-second format. Large parts of our industry are being freed from time restrictions, but not everyone can handle this new-found freedom. Most of the work created in the 90-second, two- or five-minute range feels too long. Not ‘Capture’ though. It actually seems shorter than most 60-second pieces. It draws you in and entertains because the film keeps you engaged and surprised with each passing second. You don’t want it to end. That’s what good communication does.
Toygar Bazarkaya is chief creative officer at We Are Unlimited.
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To see the latest creative ads and campaigns, please visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien at firstname.lastname@example.org.