| Title | TOUGH DAD |
| Brand | PERFETTI VAN MELLE,CHINA |
| Product / Service | ALPENLIEBE SOFT CHEWS |
| Category | A01. Food Products |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Advertising Agency: | BBH CHINA Shanghai, CHINA |
| Production Company: | PHENOMENA Bangkok, THAILAND |
| Name | Position |
|---|---|
| Johnny Tan | Executive Creative Director |
| Yinbo Ma/Carol Ong | Creative Director |
| Carol Ong/Ken Lu | Copywriter |
| Melissa Lin/Yinbo Ma/Shu Teoh | Art Director |
| Krystie Koh/Bettina Feng | Agency Producer |
| Christine Ng/Joanne Liu | Account Supervisor |
| Melvin Wong/Sasikan Bangsaruntip | Producer |
| Pisut Soontonwat | Director |
| Duriyin Nadesuwan | Editor |
| Cine Digital Sound Studio Co./Ltd./Pracha Selawarn/Terdsak Janpan | Sound Design/Arrangement |
| Oritental Post Bangkok | Post Production |
| Cine Digital Sound Studio Co./Ltd. Bangkok/Thailand/Terdsak Janpan | Music |
| Jason Wu/Natalie Ann | Account Manager |
| Mylene Ong/Paul Lin | Planner |
| Numpon Jarak | Director Of Photography |
| Phenomena Co./Ltd | EditingCompany |
| Jason Wu/Natalie Ann | Account Manager |
| Mylene Ong/Paul Lin | Planner |
| Numpon Jarak | Director Of Photography |
| Phenomena Co./Ltd | Editing Company |
Open on a hallway of a typical China high-rise apartment. A tough dad arrives home early. From the door, he hears voices giggling inside his home. He swings the door open, there’s no one but his teenage daughter. She’s acting too cool, casually popping a candy in her mouth. The furious dad grabs her candy, chews it slowly while trying to think. Aha! He goes straight to the balcony and catches her secret boyfriend trying to escape. By jumping off the balcony. Of a high-rise building. The tough dad grabs the poor boy by the collar. The dad’s face toughens up. Then softens. Then toughens. Then softens. “Take the elevator! It’s safer!” You can’t be tough when chewing soft candy. Alpenliebe chews.