MullenLowe China creates a magical factory showcasing what goes into the new Pulpy
To help Minute Maid announce the launch of the new Triple-flavour Pulpy this summer, MullenLowe China creates a magical world called The Pulpy Factory, which takes the audience through a highly imaginative landscape that showcases what goes into the new Pulpy.
In this new TV Spot, famous Chinese celebrity Hu Ge assumes the flamboyant role of the President of Pulpy where he shares the secrets behind the production of the new Minute Maid Pulpy Drink. As he journeys through the surrealistic Pulpy Factory adorn with colourful characters, he highlights the unique techniques are are being used to create “Triple the Pulps, Triple the Pleasure.”
Cheelip Ong, Chief Creative Officer of MullenLowe China said, “Minute Maid has always been about breaking the dullness and injecting taste pleasure and positivity into the lives of its audience. By reimagining a Pulpy Factory that is filled with fun and fantastical elements, we were able to better engage our audience and let them learn about the product story in an entertaining way.”
Credits –
Chief Creative Officer: Cheelip Ong
Creative Director: Diana Tan / Ewan Yap
Art Directors: Ewan Yap / Cheelip /
Copywriter: Cheelip Ong / YP Chen
Account Management: Jason Ng / Ole Luk / Sara Bao
Producer: Yimin Yang
Production Company: A New Life Films
Director: Eric Will
Post-Production Company: Juice and Xiaowen
4 Comments
OMG, not another Charlie & the Chocolate Factory or Happiness Factory. Done to death! Where’s the idea? Great production value doesn’t mean you can get away with having an idea!
What a waste of money. Delusional of them to think that the consumers aren’t tired of this by now.
Very derivative.
And even odder seeing as Minute Maid is a Coca Cola product.
“I have a big idea folks. Let’s do exactly what Coke did, but change the product. No way will anyone notice.”
Really sad to see money wasted on such a production when idea is not there. Give the budget to another agency who can think of better ideas.