Cannes Lions
DENTSU HONG KONG, Hong Kong / YAKULT / 2012
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The story was told by a chubby little boy… One day, he and his mother were visited by two strangers, one of them claimed to be a top soccer manager from Brazil. They said the boy was very talented and would like to turn him into the next Ronaldo. A fast cut of scenes showed how famous the boy would have become…But the boy and his mother did not believe them and asked them to leave. The men left.
The interesting story line in effect explained that lots of things in life are just 'too good to be true'. As a result, viewers had come around to the idea that Yakult is in fact good for the intestines.
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