The Loooongest Endframe
12. Craft Kancils [12.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
Product/Service:
Food & Beverages
Client:
ChaTraMue
Brief:
We wrote a brand campaign script for ChaTraMue. The client loved it because it was very Thai. We loved it because it was funny. Everything was approved. Until three days before shooting. Surprise. The client needed to feature a new LTO in the brand campaign video. No, not just a pack shot at the end. They wanted every single USP mentioned. Change the storyboard? Too late. Generic 3-second bumper? Lazy. Because it was too late and we were lazy, we went to sleep.
Solution:
We woke up and drank ChaTraMue for breakfast to unlock more Thai power in us. As we were sipping, our inner voice went, “Huh, what a joke. Three days before the shoot? !@#$%^&*()!@”. And that’s when we thought, if we had to squeeze it all in, we might as well make a joke out of it. We stretched the endframe past the point of comfort, past the point of reason and until our VO actor broke character just to acknowledge that he really needed to say a lot of things. Happy ending. The client got their USPs. We got our punchline.
