Y&R's latest 'change blindness' TVC for Brand's

Entitled 'Blur or Not - Alertness Experiment 2', the 45-second TVC features an experiment carried out in a Singapore mall that demonstrates a general lack of alertness among people going about their everyday activities. Cerebos aims to show viewers that Brand's Essence of Chicken can help improve alertness if taken on a daily basis.

The title of the campaign refers to the Singaporean expression of having a ‘blur’ moment, when they might not be as alert as they should be. 

This latest TVC is one of four ideas selected from the Brand's collaboration with students of the School of Social Sciences at SMU and demonstrates a phenomenon called 'Change blindness' whereby people fail to notice an obvious change happening right in front of them.

A passerby is approached by a crew member with a bandage over his eye for help in reading directions for a particular store in the mall. As the passerby is engrossed in searching for the store in the directory, the crew member is switched for someone totally different which the passerby fails to notice.

The TVC is part of a multi-platform campaign utilizing radio, print and OOH, a Facebook page and a  campaign website where users will be asked to spot other changes in the film for the chance to win prizes. 

Cerebos rolled out the first TVC back in April with its first series of experiments on the 'change blindness phenomenon.

In explaining the creative idea behind the campaign, Camellia Tan, regional account director at Y&R Singapore said, “Brand's has been around for more than 90 years in Singapore and is extremely popular with the older Chinese population.  However, we needed to convince a more skeptical younger audience that Brand's Essence of Chicken is just as relevant today.  The campaign aims to demonstrate, in a scientific but fun way, that people aren’t always as sharp as they think and can benefit from taking a supplement which can help give them the mental energy they need to stay agile and alert.”      

OMD is the media agency for Brand's. 

Credits:

Writer  Adam Miranda
Art director  Dian Widjaja, Jules Kim
Planner  Hari Ramanathan
Account manager  Camellia Tan
Director  Eric Khoo
Production house  Zhao Wei Films