With up to four generations living under one roof, Vietnam is home to a unique cultural phenomenon. In every family, one person works away from home to support the whole family and takes pride in carrying all the responsibilities. This moral duty is often passed down from generation to generation. Through this, we unearthed an insight that the people of Vietnam could instantly relate to - Family Heroes. Backed by this, we launched M-150 to our target audience - factory workers. Unlike other energy drinks in the market that encourage selfish progression, M-150 champions those who proudly carry the futures and wellbeing of their families. We created a 30-second spot that parodied popular superhero trailers. Our film showed the ‘Family Hero’ character proudly carrying his parents, grandparents, children and wife on his shoulders as he goes through his daily routine from work to home. It also featured Vietnam’s footballing hero and Captain, Que Ngoc Hai, who with his humble upbringing was a true family hero himself.
Film advertisement created by DDB, Vietnam for M-150, within the category: Non-Alcoholic Drinks.
Managing Director: Olaf Mueller
Executive Creative Director: Nick Gordon
Creative Director: Lance Yumul
Senior Copywriter: Sid Nair
Senior Copywriter: Nick Gordon
Copywriter: Trung Bui
Art Director: Khoa Dang
Strategic Planner: Le Phan
Senior Account Executive: Nguyen Truong
Account Executive: Nga Nguyen
Account Executive: Long Pham
Country General Manager: Apiwan Chatrapongporn
Marketing Executive: Kantaratch Diskul
Business Development: Kritapat Chantarasophon