Restaurant chain Wu Fang Zhai has launched a bizarre ad in the style of an epic Chinese legend, which aims to explain the origins of its sticky rice dumplings.
The ad, which was created by Social Lab Beijing, features actors in the role of single grains of rice who embark on a spiritual journey to become part of the brand’s signature rice dumplings.
The grains of rice, or ‘Grainmen’, must overcome the elements, including lightning storms, harsh snowy winters and even bird attacks to complete their spiritual quest to become part of the dumplings.
The epic odyssey ad was directed by Nieto, who also designed the unique rice helmets worn by the actors. The film was shot at a studio in Beijing over two days in early May.
Vote for the ad below in The Drum's Creative Works.