JWT ad for ASUS sees Wonder Woman Gal Gadot searching for the hero inside
Wonder Woman film star Gal Gadot features as the main protagonist in a new ad by J. Walter Thompson Singapore for Taiwanese tech company ASUS.
Under the tagline ‘Unleash your creative power’, the Hollywood actress uses a touchscreen laptop to guide a fleet of drones, set off fireworks and play music before being confronted by her virtual world doppelganger.
The agency was appointed to handle the firm’s brand ambassador campaign earlier this year.
Global campaigns promoting both the ZenBook and VivoBook laptops will run across “all digital platforms”, the agency said. It is the second global brand ambassador campaign won by JWT Singapore, the first being for Unilever’s Lux.
The Gadot ad’s special effects “reflect the creative strength” of the ASUS tech products, the agency claimed. Chief creative officer Marco Versolato went further, suggesting that the spot was an interpretation of a brand that was “always pushing its own boundaries on creativity”.
“Technology is helping democratise creativity, now anyone can create music without a recording studio, or make a movie without a crew,” he added. “By bringing an idea to life, a hero is born – you just need to be bold and step out of your comfort zone.”
Credits
Agency: JWT Singapore
Chief creative officer: Marco Versolato
Creative director: Ricardo Tronquini, Uma Reade & and Jon Loke
Associate creative director: Alex Ohannessian
Junior art director: Junqian Liu
Global business strategist: Gianluca Ruggiero
Account and project management: Judy Ang, Kimberly Jin, Missy Tolentino, Sheereen Teo, Andy Soh and Evelyn Ng
JWT film and print production: Gerri Hamill, Gina Tan, Kimie Ong, Rachel Chen, Gwee Wei Wei, Luis Calvo, Ian Ng and Benjamin Low
This film is too deep for [Edited under Mumbrella’s community guidelines].
Reply‘You either make great ads or make great products.’ This answers the question: What if you can’t do both?
Reply[Edited under Mumbrella’s community guidelines] Boring.
ReplyASUS are an ace motherboard gig. Period.
For ace laptops, we look to Apple and IBM/Lenovo.
This film brief should have been handed to [Edited under Mumbrella’s community guidelines].
Reply[Edited under Mumbrella’s community guidelines] Blearghhhhh.
ReplyCould have been worse…
ReplyYeah. Could have been worse if some others were [Edited under Mumbrella’s community guidelines].
ReplyLol. [Edited under Mumbrella’s community guidelines]
ReplyLol. Dean.
ReplyThe community guidelines – https://www.mumbrella.asia/community-guidelines – are quite clear so you’ll need to stick to them if you want your comment published in full. It’s that simple.
ReplyLooks like Gail Gadot is [Edited under Mumbrella’s community guidelines] for agreeing to appear in this 70s VO commercial.
ReplySome [Edited under Mumbrella’s community guidelines].
ReplyEspecially THE THREE GURUS: [Edited under Mumbrella’s community guidelines]
ReplyThese [Edited under Mumbrella’s community guidelines].
Until then: http://link.campaignasia.com/u/nrd.php?p=lFGkkdfAzP_3807_328505_1_13&ems_l=336551
Reply[Edited under Mumbrella’s community guidelines] is whining about the MadOFF twist, izzit? Tsk tsk.
ReplySo many bitter people on this thread. The film is trippy, the special effects are beautiful. It got me to Google the laptop. It is deep but not in a bad way.
ReplyGod bless your tribe. Let us know when you press 2018 on your time machine.
Replyhttps://www.adweek.com/creativity/13-global-agency-leaders-whose-ideas-go-beyond-borders-and-transcend-boundaries-2018/
There, my friend, are the kind of people and the kind of work that make the more intelligent among us… happy.
Your sort, on the other hand, appear to find joy in lesser achievements.
That’s ok. We’ll all get by together.
Live and let live is what Ian Fleming once called it.
ReplyLooking at the comments and links to what ‘good work really is’ it’s obviously all from one bored, clueless creative who works on an fmcg account spewing discontent and bitterness. Yes, I see you. You obviously don’t know Asus is the number 1 gaming laptop in the world. This film clearly references that heritage. It’s a VR experience in the fourth dimension.There’s nothing dated about it. You on the other hand desperately need an update, and a break from your referential, ‘everyone says it’s so, so it must be true’ ‘good advertising’ references. Go out, get a life…and create something instead of just reading about what others are doing.
ReplyIan Fleming eh? Ok grandpa…you go back to watching Top 10 videos on your IBM PC. I’ll put on my VR headset and escape into a world where Gal Gadot exists, and [Edited under Mumbrella’s community guidelines] men without a clue like you, don’t.
ReplyAdvertising makes you… happy? Then, intelligent you aren’t.
Reply2 Gal Gadots and killer special effects… what’s not to like? Forget the agency, the director and production house deserves kudos for this one.
ReplyThe special effects are VR-worthy. Don’t mind the old dude with intellectual pretensions, making all the negative condescending comments. He’s just another aspiring Cannes winner who didn’t.
ReplyAsus doesn’t make motherboards. Its sister company PEGA does. Asus make the best gaming laptops in the world. [Edited under Mumbrella’s community guidelines] make crappy laptops for clueless people.
Reply@Bitter Person
@Ian Fleming fan
@ Ian Fleming
Hey Asus
@Wonderman
@Mother board
Here, luvvies. Here’s a bone for you. From your clever mummy in Bangkok.
https://www.mumbrella.asia/2018/06/jwt-shampoo-ad-tells-emotional-true-story-of-transgender-beauty-queen-in-thailand#comment-1021832
Try beating THAT brand of creative. Might take you guys in this office a lifetime, but since you aren’t personally manufacturing award winning gaming laptops or doing any other worthwhile thing with your lives, you might as well just… TRY.
ReplyLolol. Award winning gaming laptops deserve this [Edited under Mumbrella’s community guidelines]?
Good thing Forsman & Bodenfors are coming to shake things up. 72&Sunny are already on a new biz roll.
ReplyMultiple Personality Disorder? Plus an absolute absence of creative appreciation, coupled with the paranoia of your client seeing all negative comments?
ReplyStick to web banners, children. World class TV commercials call for world class creative minds, not gaming tech SFX that make Axe’s Falling Angels look like 2084.
ReplyTara DeVeaux leaves her position as chief marketing officer of BBDO New York to join entertainment marketing agency Wild Card and Ridley Scott-founded creative agency 3AM as CMO.
And the only “agency” news we keep making in these parts is for trashy flicks like these. When the fuck does will it ever change?
Replyhttps://www.rollingstone.com/music/videos/watch-eight-year-old-drummer-cover-led-zeppelin-w521460
Every time I see some piece of shit that gets passed off as “creative advertising” in this otherwise awesome red dot, I shudder.
Because, elsewhere on this planet, here’s some genuinely creative soul working his/her ass of doing stuff that makes me gape in awe. Sometimes, they’re little tykes like the adorable girl in that Zep cover (see link, above).
To every [Edited under Mumbrella’s community guidelines], wake up.
You’re too [Edited under Mumbrella’s community guidelines].
ReplyLazy work that flaunts tech executions with no idea is increasingly making creatives accountable, and it’s most visible in our parts.
[Edited under Mumbrella’s community guidelines]
This is a fervent plea to all creatives here to wake up and anchor your work in strong, original ideas – not [Edited under Mumbrella’s community guidelines]. Above all, be humble. Nothing can be more embarrassing than having to retrench new hires after you’ve lost a backbone account.
ReplyIs it true that [Edited under Mumbrella’s community guidelines]?
ReplyYes, it’s true. David IS Goliath, and the telco will be back home soon.
ReplyHere’s something to make all you uptight and bitchyAF ad losers unclench. https://youtu.be/zPA7cSee1pU
ReplyHave your say