In the first film – presumably inspired by a popular news report from earlier this year, a stylist botches up a haircut by carving an unwanted ‘play’ button.
In the second, a man who cuts the queue, gets what he deserves.
The films feature a sample from the James Brown classic ‘I Feel Good’ which in turn inspires a neologism specially created for the campaign called ‘Gap Boon Good’ [suddenly the atmosphere feels good].
Oriental Brewery associate director of innovation and insight Dana Park said: “FiLGood is one of the first labelled Happoshu launched in the South Korean market and we wanted to make a splash with a cool and edgy campaign that resonates with our target audience, which is all about having a good time.”
BBH China chief creative officer Arthur Tsang added: “The FiLGood campaign celebrates the innate optimism of young people so needed in Korea today. ‘Kicking bad out’ with the FiLGood whale keeps the tone humorous and youthful and reminds our drinkers to appreciate the small joys of life.
“It’s never really so bad when you can get a great tasting product at such great value.”
Apart from the commercial, the campaign will also include print, digital videos and point of sale media.
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