Southeast Asia: Unilever unveils Taro's new escapade

Developed by BBH Asia Pacific, the spot - 'Escape from Way Kambas' - is the fourth adventure-based TVC for the range of Taro snacks, after 'The Pearl of Mount Batur' and 'The Legend of the Siberut White Tiger' (for the original Taro Snack) and 'Rescue at Piso Piso Falls' (for Taro Stick).

It runs in the vernacular tongue and targets children aged eight to 11 years.

"Taro's adventures have helped deepen the brand's connection with our target market. More importantly, it is a vehicle to communicate our core brand values of inspiring creativity and imagination in children," said Sri Widowati, Unilever's marketing manager lightmeals/snacks and spread cooking products.

In the latest spot, the crunchiness and unique shape of Taro Net are emphasised.

Taro stumbles upon animal poachers in the rainforest, who have trapped animals, including his pet monkey Pota. Using pieces of his snack, Taro Net, he builds a box to hide in.

Taro's box blends in well with the other boxes where the animals are caged. Fooled, the poachers carry Taro's box into the hut. As soon as the poachers leave, Taro breaks through the box, frees Pota and escapes with the other trapped animals.

The 30-second spot ends with an image of Taro holding up a pack of Taro Net surrounded by the animals. The tagline reads 'Be part of the adventure'.

"Youngsters in Indonesia are really engaged with the advertising. We are building a dynamic and vibrant brand," said Ben Fennell, chief executive officer of BBH Asia-Pacific.