SUREY, THE TOUGH GUY.

TitleSUREY, THE TOUGH GUY.
ClientRECKITT BENCKISER
Product / ServiceMORTEIN FAST KILL
CategoryA02. TV & VOD
EntrantDENTSU GRANT MEDIA Colombo, SRI LANKA
Idea Creation DENTSU GRANT MEDIA Colombo, SRI LANKA
Production DENTSU GRANT MEDIA Colombo, SRI LANKA

The Campaign

The commercial is based on the universal premise that even the toughest among us, fear the tiniest things –the biggest men fear the tiniest bugs!

Creative Execution

Three young geeks are visiting a ‘city tough’. Geek 1 briefly explains the achievements of the tough guy, who brushes it off as minor. Even the photographic evidence of his toughness, he brushes aside. The drama properly unfolds as the tough guy – Surey, goes off-screen to obtain evidence of his finest achievement. The scream from Surey shocks everyone, and they witness his humiliating fear at the sight of a cockroach. In fact, while Surey is atop a bench, safely out of reach of the scary bug, his wife has to step up and spray the roach with Mortein. Surey sits back down, gathering what remains of his dignity, he explains himself. What he says, justifiably, is that the ‘smaller the adversary, the bigger the threat’.

The outcome resulted in the main theme and tagline being appropriated by society at large, with the line being used verbatim by a National Newspaper.

The very premise of the film, along with its content, is hilarious. Thus, the commercial is comedic and elicits laughter from any audience, along with the realization, that the premise is true. After all, the biggest among us, fear the tiniest bugs. Therefore, the work is relevant to be entered into the Entertainment Category.

The strategy involved used a social insight to elicit humor from the audience, thereby bringing the brand to the fore, generating top of mind recall.

Credits

Name Company Position
Russell Miranda Dentsu Grant (Pvt) Ltd Executive Creative Director
Dileep Kulatunga Dentsu Grant (Pvt) Ltd Associate Creative Director
Julianne Fernando Dentsu Grant (Pvt) Ltd Media Manager
Ruwan Hadinnapola Dentsu Grant (Pvt) Ltd Director AV
Udaya Dharmawardene Sky Entertainers Pvt Ltd, Director
Rasitha Jinasena Sky Entertainers Pvt Ltd, Producer