Leo Burnett/M&T has taken elements of Vietnam's war-plagued past
and incorporated them in a television campaign to promote Vietnam's
largest shoe manufacturer, Biti's.
The TVC begins with the birth of the Vietnamese nation and fast-forwards
to a battle between Chinese Qing Dynasty and Vietnamese soldiers, with
the latter wearing shoes made from rattan.
The film then cuts to a jungle scene during the Vietnam War.
The Vietnamese troops here wear their famous rubber sandals as they
manoeuvre through the thick foliage.
The final scene captures modern Vietnam and its leap into the new
millennium, symbolised by a man wearing the latest Biti's sports shoes
leaping into the air.
The TVC ends with the tagline: "Biti's. Cherishing Vietnamese feet."
