Wei Chuan banks on emotive pitch to set label apart

The jaunty, light-hearted tone of the execution, which shows children's balloons turn into oranges and stressed office worker become smiling fruit pickers, is designed to set the ad apart from standard juice ads which push the wholesomeness of their product, explained Christopher Fay, CEO of the advertising agency which devised the ad, Saatchi & Saatchi Taiwan. "You can knock yourself over the head trying to convince the viewer that this is 100 per cent pure, that this is real fruit, that this is good for you, that this is healthy, but instead of trying to rationally explain that to people this film shows the feeling of what 100 per cent juice is and what it does," Fay said. People will never be convinced packaged juice is as good as freshly squeezed fruit, so Saatchis developed an approach on why people drank the juice," Fay said. "They do it because it's healthy. Showing the emotional side of this beverage is the way to go, because trying to hit a home run rationally is a waste of time." The ad's animation also helped set it apart, Fay added. "This animation technique is quite unusual in Taiwan, " he said. "I think our production department nailed it." The ad is the second Daily C TVC by Saatchis, following an ad last year that first shifted the label away from the familiar formula for juice advertising with an execution set in a market.