|Product / Service||OVO PAYMENT|
|Category||A06. Consumer Services / Business to Business|
|Entrant||AMBILHATI Jakarta, INDONESIA|
|Idea Creation||AMBILHATI Jakarta, INDONESIA|
|Production||AMBILHATI Jakarta, INDONESIA|
|Sandru Emil||Ambilhati||Creative Business Director|
|Febrian Adiputra||Ambilhati||Associate Creative Director|
|Eddu Enoary Eigven||Ambilhati||Associate Creative Director|
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.
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.