Developed by Sil Ad Malaysia, the 30-second spot aims to serve as a public service announcement, as well as raise Red Bull's brand profile.
According to Sa'ad Hussein, Sil Ad's CD and MD, the ad also aims to expand the brand's customer base from a "blue collar drink to a white collar urban one". Red Bull Gold Can is already popular among long haul truck drivers who use the product to help them stay awake while on the road. However, it is seeking to expand its customer base to professionals in high stress jobs, who could use the drink to think more clearly and stay focused.
According to Sa'ad Hussein, Sil Ad's CD and MD, the ad also aims to expand the brand's customer base from a "blue collar drink to a white collar urban one". Red Bull Gold Can is already popular among long haul truck drivers who use the product to help them stay awake while on the road. However, it is seeking to expand its customer base to professionals in high stress jobs, who could use the drink to think more clearly and stay focused.
The spot features a man and a miniature red car in an empty, grey office. The car crashes into a glass pencil holder, which falls to the ground and smashes, acting as a subtle reminder of how easily an accident can happen. The ad ends with a product shot and the 'stay alert' tagline.
"We want Malaysians to reflect on the increasing number of road accidents in a less gruesome and soft sell approach -- to inform and share but not tell them what to do," said Hussein.
The spot is running on NTV7. The agency has also developed 15-second road safety tips and 10-second product spots. The campaign will air for six months.
