Short List
Product / ServiceOVO PAYMENT
CategoryA06. Consumer Services / Business to Business
Idea Creation AMBILHATI Jakarta, INDONESIA


Name Company Position
Sandru Emil Ambilhati Creative Business Director
Febrian Adiputra Ambilhati Associate Creative Director
Eddu Enoary Eigven Ambilhati Associate Creative Director

Write a short summary of what happens in the film

At first, we show a typical fancy, extravagant advertisement using attractive celebrity, and glamorous settings. Suddenly, we hear the voice of the Boss commenting on the on-going film and it turns into the editing screen of the Editor. The Boss decides to take out the celebrity and other fancy elements on the ad and make the ad less fancy, because the offer is already attractive. The film ends up just like a regular ad with regular people and regular settings. But the Boss changes his mind and decides to put back Rio Dewanto on the film because he is already paid much, so Rio Dewanto still appears in the film but just becomes extras.

Cultural / Context information for the jury

Rio Dewanto is one of the high class celebrities in Indonesia. He has charisma and charm that made him usually used by man grooming or automotive brands. People see him as a macho man. In this ad, we break this stereotype of him, made fun of him and make him a character that people have never seen before.


Video URL