Red Bull adopts ‘gritty realism’ to show overworked Vietnamese in film by Y&R Indochina

A ‘gritty realism’ film for Red Bull, by Y&R Indochina, attempts to tap into the drink’s energy-giving properties for an overworked Vietnamese man.

Made with the help of production house Sweetshop – which has offices in Los Angeles, London, Shanghai, Bangkok, Sydney, Melbourne and Auckland – the work, titled ‘Charge Ahead’, follows the journey of lead protagonist Pham.

Explaining the narrative, a Sweetshop spokesperson told Mumbrella it was normal for people in Vietnam like Pham to work two jobs during the day and “chase their dreams at night”, adding: “Aspiring to greatness can be exhausting, but there is beauty and poetry born in overcoming your physical limits.

“Nailing the energy component is paramount. We see his weak knees, exhausted muscles and heavy eyes. We sense him hyping himself up. Witness him digging deep. We see his nervous ticks and gestures. Red Bull gives Pham the edge to take the leap.

“It’s the electric charge when we need to act. The renegade spirit. The rush. A toughness. A longing for your dreams to come true. Never giving up.”

The campaign is digital only and will run on websites and social media platforms.

Conopask felt he achieved the ‘gritty realism’ the story needed

Sweetshop director Noah Conopask claimed the film was an “inspiring story of a regular guy” and a depiction of the “human struggle captured with a gritty realism”.

Kittisak Beer Poonnotok, Y&R Indochina’s executive creative director added: “It was so much fun working on this project. Of course, it came with pressure too— working on the brand you love and grew up with.

“A few arguments and ton of Red Bull later, both Y&R and Red Bull came up with the work we all excited about and loved. Then, Noah and the team at The Sweet Shop just took it over the top to make everything extra sweet.”


Executive creative director: Kittisak Beer Poonnotok

Creatives: Joaquin Montesclaros and Nick Nakpil

Agency producer: Charm Wall

Director: Noah Conopask

Managing director and executive producer: Laura Geagea

Producer: Vanessa Thomas

Vietnam line production: Echo Production

Colourist: Seth Ricart


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