Y&R has Singaporeans in a blur over Cerebos Brand’s Essence of Chicken campaign
Y&R Singapore has launched the latest spot in their campaign for Cerebos Brand’s Essence of Chicken which uses ideas suggested by students from Singapore Management University (SMU) to create experiments which show that we are not always as alert as we think we are. Entitled ‘Blur Or Not – Alertness Experiment 2’, the TVC is designed to demonstrate a general lack of alertness among people going about their everyday activities and how Brand’s Essence of Chicken can help improve alertness if taken on a daily basis.
This latest TVC is one of four ideas selected from the collaboration with students of the School of Social Sciences at SMU and demonstrates a phenomenon called ‘Change Blindness’ whereby people fail to notice an obvious change happening right in front of them. The students drew their inspiration from similar experiments including the Change Blindness concept by the subject pioneers Daniel Simons and Christopher Chabris of Harvard University.
The title of the campaign refers to the Singaporean expression of having a ‘blur’ moment, when they might not be as alert as they should be. As with the launch TVC, the experiment was filmed by renowned Palme d’Or nominated film director and multi award winner, Eric Khoo, who was keen to get involved with the project when he heard about the idea.
The TVC is part of a multi-platform campaign utilizing radio, print and OOH, all with the same amusing and quirky approach, encouraging people to test their alertness with simple experiments. A Facebook page, http://www.facebook.com/blurornot, was also launched in April where people can enter competitions and share their own ‘blur’ moments.
Commenting on the campaign, Camellia Tan, Regional Account Director, Y&R Singapore said, “BRANDS® has been around for more than 90 years in Singapore and is extremely popular with the older Chinese population. However, we needed to convince a more skeptical younger audience that BRANDS® Essence of Chicken is just as relevant today. The campaign aims to demonstrate, in a scientific but fun way, that people aren’t always as sharp as they think and can benefit from taking a supplement which can help give them the mental energy they need to stay agile and alert.”
Campaign credits:
Writer: Adam Miranda
Art Director: Dian Widjaja, Jules Kim
Planner: Hari Ramanathan
Account Manager: Camellia Tan
Director: Eric Khoo
Production House: Zhao Wei Films
Media agency: OMD