Benjamin Li
May 2, 2014

Yakult TVC combines gem theft and germ warfare

A new TVC for probiotic dairy drink Yakult dramatises an odd jewellery-store robbery to urge people to maintain their health in preparation for germ attacks.

wide player in 16:9 format. Used on article page for Campaign.

The ad conveys the idea that germs won’t give advance notice before they strike, Albert Wong, ECD for Dentsu Hong Kong told Campaign Asia-Pacific.

The TVC shows a gang of robbers storming a shop, but in the witty twist the brand's advertising is known for, they carry out the robbery with toy guns and 'steal' only fake jewellery that they brought with them. Before departing, they announce that their visit was only a rehearsal, and that they will return the following day for the 'real thing'.

“Of course in real life, it will not happen that way," Wong said. "Germs also would not give such a prior warning when they want to attack us, so it is crucial to boost up our foundation for a strong body."

The client believes that the TVC, which is running on TVB Jade from April through the end of the year, will cover its core consumer targets. Dentsu handles both the creative and media placement for the campaign.

Dentsu has held the Yakult creative account for almost 10 years. “The challenge for us as creative is the product does not change, and there is no new formula, so we need to find new angles to show its benefits in a humorous way,” Wong said.

CREDITS

Client:  Yakult Hong Kong Ltd
Title of TVC:   Robbery
Advertising agency: Dentsu Hong Kong Ltd
Executive creative director: Albert Wong
Group creative director: Sammy Lau
Creative director: Anne Lam
Copywriter: Anne Lam
Art director: Gary Lam, Jasmine Wong
Agency producer: Elisa Leung
Film production company: Film Factory
Director: Chan Man Chung
Cinematographer: Kris Lo
Film Producer: May Tang
Editor: Holly Ho of Touches
Music: Chan Kwong Wing of Click Music

Related Articles

Just Published

16 hours ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

20 hours ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

20 hours ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

20 hours ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.