Thai energy drink Carabao celebrates the ‘fighting spirit’ of the Chinese everyman in new campaign

Thai-energy drink Carabao has created a film for China called ‘What Fuels Your Fighting Spirit?’ 

Created by BBH, the film features several people from a broad swathe of Chinese society – an emergency room doctor, a businessman in a flight, a delivery boy – all getting a much needed boost from the energy drink at a point of crisis in their lives.

The soundtrack to the film is a Chinese variation on the American Civil war classic ‘When Johnny Comes Marching Home’.

The six characters from the commercial are expected to feature in standalone expanded narratives that will play out on social media over the next few months. 

Speaking about the film, Carabao China co-CEO Romtham Setthasit said: “Carabao has always been a supporter of people who strive for a better life. “No matter how big or small the challenges are Carabao is always there to support the everyday people to achieve their dreams with extra dose of energy. 

“Everyone here at Carabao hopes that this campaign will inspire people to have the fighting spirit of Carabao.”

BBH China chief creative officer Arthur Tsang said: “It is very bold for an energy drink to step away from the sporty, over-the-top norms of the category. We intended to create a campaign that speaks to the truth of why we do the things we do, and that every bit of effort we exert is something that requires energy. 

“The choice of a kid’s song is not only an earworm, but also meant to convey the honest innocence of people just trying to do their best for those they care about.” 

Credits: 

Client: Carabao      

Agency: BBH China

Executive chairman: Arto Hampartsoumian

Managing partner: Joanne Liu

Account director: Maya Yuen 

Chief creative officer: Arthur Tsang

Executive creative director: Yinbo Ma

Associate creative director: Tiexin Li, Louis Li 

Planning director: Tobias Wacker

Executive producer: Weisian Lee     

Production house: Pro Films

Production house producer: Jack Tsai / Phoebe Fan

Director: Zhang Dapeng