Agency: Rediffusion Y&R
Client: Lotte Coffy Bite
Most people try to avoid crabs like the plague, but in a new advert the director and writer fight it out to get acting snippers, replacing some frogs.
Michael Fink, Hollywood visual effects veteran, Academy Award winner and president vfx worldwide at Prime Focus - India’s leading visual entertainment services company - has directed his first Indian TV commercial for Lotte Coffy Bite.
The Mumbai-based company was appointed by Rediffusion Y&R and MAD Entertainment for the toffee brand’s latest TV commercial.
The commercial attempts to show that the Coffee-Toffee argument propagated by the Coffy Bite brand has moved beyond humankind and into the realm of the animal kingdom.
The ad shows two frogs - Leo and Dino - vying for a Coffy Bite. The frogs, who talk to one another in the spot, were completely created using CGI and visual effects and have their own unique and distinct characteristics.
“It was a great experience to be working on an Indian TV commercial. This is a tipping point for Indian advertising with increased exposure and involvement of global specialists in Indian advertising projects,” said Michael Fink. “I hope to be associated with many more challenging projects like the Coffy Bite commercial in the future.”
Fink’s direction of the Coffy Bite commercial follows his involvement on the recent McDonald’s ‘No Fry Left Behind’ campaign for DDB Chicago, which was shortlisted at the Cannes Lions International Advertising Festival last month.
Fink consulted on the McDonald’s spot, which was posted by Prime Focus in London.
The global cascading of skills and talent from feature films to commercials is a key part of the Prime Focus ‘Worldsourcing’ business model.
“Everyone loves the coffee-toffee argument, but we wanted to take the story forward through a magical dispute - this commercial captures the story charmingly. The animation is truly world class and brings the concept alive through a level of execution unseen so far.” said Kishore Karumbiah, creative head, Rediffusion-Y&R, Chennai.
Michael Fink received his Academy Award in 2008 for his work on ‘The Golden Compass’. His volume of work includes some prestigious Hollywood projects such as ‘Vanilla Sky’, ‘The Road to Perdition’, ‘X-Men’ and ‘Batman Returns’.