Made-In-Thailand Double A TVC Got Koreans Robot-ically SpellboundA Double A TV commercial called 'Robot' made its first appearance in Korea, starring a Korean starlet and a flashy Robot, produced and directed by Thai people. The TV commercial was on top 20 of a popular website's poll and its concept of 'No Jam No Stress' had successfully come across the country.
Mr Charnvit Jarusombathi, Double A's Executive Vice President - Marketing, said Double A's new TV commercial 'Robot' had premiered in Korea with Park Han Byul, a Korean rising star, as the presenter together with a Robot, computer-generated by a Thai production house called 'Phenomena'. This TV commercial had remarkably and rapidly captured Koreans' interest for its fun and interesting storyline with creative transformation of photocopier to a Robot in order to express its feelings.
The story was clearly communicated to the audience when they experienced paper jam problem which was not entirely photocopier's fault. This key message would wipe out the old attitudes among 'office workers' target towards paper jam.
'This "Robot" campaign was created by J. Walter Thomson Korea Team and produced in Thailand by Phenomena Co., Ltd., whose 'CG' (Computer Graphic) work is equally as good as international production houses. This TVC is a thriving co-operation between Koreans and Thais to successfully promote Thai branded products and Thai TVC production. Our next campaign is to launch this 'Robot' TVC in other countries.', revealed Mr Jarusombathi.Mr Kim Jung Tae, Executive Creative Director of J. Walter Thomson Korea, shared his views on this 'Robot' TVC that the concept was 'No Jam No Stress' which implied that your life would be smoother without paper jam problem if you used Double A paper. This leaded us to producing a Robot for an easier and wittier way to communicate the key message.
'Our team tried to look at the problem from photocopier's point of view that if it was alive to defend itself, it would protest that actually paper jam was caused by paper, not photocopier. So we had better change to high quality paper like Double A paper, not keep blaming the photocopier. We presented this in 'Robot' form because even though Robot was a machine like photocopiers, it could express feelings and emotions like humans. Plus, 'Robot' could clearly reflect the future technology which was the same as Double A's characteristic', Mr Kim remarked.
Mr Kanin Chandrasma, Phenomena Co., Ltd.'s Film Director and the director of this TVC, stated that 'The entire production took 3 months to finish. The most challenging part was to help the actress to build the emotions act it out. Another demanding task was to create the Robot and complete the special effect.'
According to a popular Korean website's poll (www.tvcf.co.kr) on favourite TV commercials in Korea conducted after only the first month of 'Robot' launch, this TVC was already on top 20 of all 100. Furthermore, another poll showed that 80% had seen this TVC and could remember the key message of 'No Jam No Stress' which ensured that this TVC would stimulate the sales rate in Korea. 'Robot' TVC can be downloaded at www.advanceagro.com/en/index.asp or www.parkhanbyul.co.kr
Ms Park Han Byul starred in a film called 'Wishing Stairs', a series 'The Perfect Girl', and has been modelling for many leading magazines. Her latest series is 'Ode To River Han', onairing this October on MBC.
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