Leo Beer unveils 'uncompromising' TVC

Boon Rawd Brewery is aiming to focus on Leo Beer's 'uncompromising quality', as it plans post-World Cup advertising campaigns.

"The pricing of Leo puts it somewhere between economy and standard segment, so consumers perceive it as a medium-quality beer," said Trachoo Kanchanasatitya, executive business group director, Spa Advertising, which handles the Leo account. "Boon Rawd, however, enforces uncompromising quality, whatever the price, in all its products and that is the concept behind the campaign."

The brand does not, however, want to dilute its 'young-at-heart' image, so the commercial stars the winner of a nationwide beauty contest held by the company. Set on a boat cruising off the coast of Thailand, a small number of trouble-makers start throwing things overboard. While most of the other passengers decline to get involved, one young man takes an 'uncompromising stand'. He asks the captain to cease sailing and challenges the gangsters - and his bold actions impress the prettiest girl on the boat.

"The campaign, which aims to strengthen Leo's brand relationship with its young and bold target group, personifies the uncompromising quality of the beer through the actions of the male model," added Trachoo. "Our new brand ambassador reinforces the sexy image."