Saatchi n& Saatchi Thailand launched its first campaign for Grabtaxi, a ride-booking mobile app (think Uber), with the two-minute online spot “Super Easy Life.”
The spot opens on a young man waking up to an early alarm. He flips a switch, which apparently sends things into super easy mode, as he is flipped out of bed and a mechanical arm begins to brush his teeth, all while he is apparently still inside his bed. With his eyes still closed he then gets a kind of human car wash treatment before getting a breakfast not just cooked for him, but fed to him as well. While he’s eating, another mechanical arm extends with a smart phone attached and he opens the GrabTaxi app to order a ride. The bed makes its way outside, opens up with a mechanical ramp and soon he’s on his way. It’s a fun approach and an entertaining way to show how easy the app is to use. “Super Easy Life” kicked off the campaign with its debut last week and it will continue to roll out with OOH across Bangkok.
“With the existing lifestyle of Thai people whose lives revolve around their Smartphone device, Grabtaxi’s service surely has great potential to flourish within the Thai market,” Saatchi & Saatchi Thailand executive creative director Golf Nuntawat Chaipornkaew told LBB. “We’re super excited and had a lot of fun developing this campaign.”
Credits:
CREATIVE AGENCY: Saatchi & Saatchi Thailand
EXECUTIVE CREATIVE DIRECTOR: Golf Nuntawat Chaipornkaew
CREATIVE GROUP HEAD: Krissada Jun-On
COPYWRITER: Tanongsak Tannoprat, Chavanon Tantisiriseranee
PLANNER: Orathai Maneechot
ACCOUNT EXECUTIVE: Pamela Mulhern
ACCOUNT DIRECTOR: Bongkoch Khunvithaya
PRODUCTION COMPANY: Vanilla films
DOP: Akkarapong Kusakul
DIRECTORS: (Assist) Panicha Pannasirichard
DIRECTOR: Apiruk Pangseepirom
PRODUCER: Surayut Sritrakul, Pavaranan Kanpairoh
MUSIC AND SOUND
SOUND MIX: mixi Sound studio
SOUND ENGINEER: Somnuk Loisawai
OFFLINE EDITOR: Tanabat Boonyasena