Ad Nut
May 22, 2017

Attack mutant face or drink this buy

An everyman's epic bad day plays out in reverse to mark the launch of a new drink in Indonesia.

For the launch of Good Mood, a so-called functional mood drink, in Indonesia, Suntory let Arcade make a bonkers backwards disaster movie, in which an office dude has a terrible, horrible, no-good, very bad day after (before) he makes the wrong choice at a convenience store. See the whole glorious two-minute epic above, or choose the 60-second cut.

At the end (beginning) of that clip, there's a link to watch the same fellow experience an absolutely fabulous day after making the correct beverage choice. That story plays out in the normal fashion.

Arcade Singapore created the films, with Arcade Indonesia on board from the start providing market insights. The videos were shot in Kuala Lumpur.

The campaign also includes teaser clips and is running across TV, cinema, online, outdoor and social media. An activation/sampling campaign will also be running throughout the year.

Some helpful soul has taken the trouble to post a reversed version of the backwards bad-day video, if you'd prefer to see the action proceed normally.

Ad Nut considered going with "Kcatta tnatum ecaf ro knird siht yub" for the headline on this post but decided against it, because Ad Nut knows about SEO.  

Ad Nut admires the protagonist's devotion to the survival of the bird he picks up during his ordeal. If only all humans had such high regard for other creatures.


CCO/Founder: Gary Tranter
CCO/Founder: Matt Cullen
Art Director: Kayla Chia
Business Director: Yvonne Lee
Account Director: Evaan Miocevich
Agency Producer: Derri Ng
Agency Producer: Keith Chang

Keisuke Inakagi
Mario Suzuki
Remy Koubbi
EuJin Cheah

Director: Christoph Chrudimak
Production Company: Applebox Asia
Post-Production Company: Chimney, Alice VFX, QuietLab
Original Music Composition: Song Zu

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


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