M-150: Every Family Has A Hero

With up to four generations living under one roof, Vietnam is home to a unique cultural phenomenon. In every family, one person works away from home to support the whole family and takes pride in carrying all the responsibilities. This moral duty is often passed down from generation to generation. Through this, we unearthed an insight that the people of Vietnam could instantly relate to – Family Heroes. Backed by this, we launched M-150 to our target audience – factory workers. Unlike other energy drinks in the market that encourage selfish progression, M-150 champions those who proudly carry the futures and wellbeing of their families. We created a 30-second spot that parodied popular superhero trailers. Our film showed the ‘Family Hero’ character proudly carrying his parents, grandparents, children and wife on his shoulders as he goes through his daily routine from work to home. It also featured Vietnam’s footballing hero and Captain, Que Ngoc Hai, who with his humble upbringing was a true family hero himself.

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