Title | FRIENDS |
Brand | PT HITACHI MODERN SALES INDONESIA |
Product / Service | REFRIGERATOR |
Category | C02. Sound Design |
Entrant | LOTUS:H Jakarta, INDONESIA |
Idea Creation | LOTUS:H Jakarta, INDONESIA |
Production | CANANG STUDIO Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Dino Mojica | LOTUS:H | Executive Creative Director |
Bryan Angelo | LOTUS:H | Account Manager |
Suryo Guritno | LOTUS:H | Agency Producer |
Suteddi Chen | LOTUS:H | Associate Creative Director |
Reisha Annabelle Sinulingga | LOTUS:H | Copywriter |
Julham Effendy | LOTUS:H | Copywriter |
Niken Purnarini | LOTUS:H | Account Director |
Khairina Ariesta | LOTUS:H | Account Executive |
It begins with music that helps establish the mood, followed by a conversation between two people with distinct accents. They are talking about how it is dark, quiet and the temperature is extremely cold and freezing, yet they will stay physically well. Towards the end it is revealed that they are food ingredients inside a refrigerator that has a vacuum compartment feature — and this also explains the reason for accents, reflecting their country of origin.
FRESHER TOGETHER - FRIENDS MVO 1: It’s so cold. I don’t think I can make it. MVO 2: Hmm. You will, mein Freund (my friend). MVO 1: It’s very dark. And quiet. And cold.I don’t want my beautiful moist flesh to freeze. MVO 2: It will not. MVO 1: This temperature is below zero! MVO 2: Well - it is just like the winter in Deutschland (Germany), it was cold but magical- MVO 1: Si si si si (Yes yes yes yes), I have heard all about “the winter in Deutschland”but you know I am from Italia!You are my best friend but you and me are very different, Bratwurst… MVO 2: Ja, und (yes, and) that is why we make a very good dish, Mozzarella mein Freund (my friend)...That is why they put us here, together... MVO 1: Mamma mia (my goodness!)! Nooo.... ANNCR.: Hitachi Refrigerator with Vacuum Compartment. Keep your food fresher together and longeeeeeeeeeer!
To build the ambience of being inside a vacuum compartment, a muffled effect was applied to the voiceovers. The music acts as a background to establish the mood, and also helps to dramatize the story in the script. A “wooshing” sound effect is heard throughout the ad, that represents the cold air blowing. Towards the end, a sound effect of the vacuum compartment being opened is played as a transition to the announcer.