Created by Sil Ad Malaysia, the TVC plays on the dual meaning of the new product's tagline -- 'not so sweet' -- which describes both the new drink, which has 25 per cent less sugar, as well as the deceptively demure looking girl in the spot. She gets her own back on a thief who tries to steal her purse by throwing a can of Red Bull at his head. In the final frame, while the thief is attempting to get up, she swings her handbag backwards and hits him on the head again just for good measure.
"'Snatch' introduces a storyline that is a little more unconventional, with a twist of dark humour thrown in," said Sa'ad Hussein, Sil Ad's creative director and managing director. "After all, who doesn't secretly want to see a bad guy receive his dues?"
The spot was produced by Magen Appathuri of Planet Films and directed by Farouk Aljoffery. Red Bull is positioned in Malaysia as a beverage with benefits to aid concentration and reaction speed, the latter illustrated in the protagonist's swift reactions. Print ads carrying the same 'not so sweet' message support the commercial, which will air until the end of the year.
Dark humour as Red Bull rolls out new variant in KL
Red Bull has launched a darkly humorous TV spot, 'Snatch', to promote its new less-sweet variant while strengthening its brand presence in the country.
