Johan Stahl recently directed “Bus Ride,” a heartwarming commercial for Cadbury Chocolate. The spot, which features a sweet twist on the old “don’t judge a book by its cover” adage, debuted in Asia on TV and online.
The :60 spot opens on a mother as she tries to console her crying toddler on a nighttime bus ride. Another passenger looks over in dismay and opens his window to drown out the little boy’s cries. An intimidating-looking man dressed in black saunters onto the bus causing the passengers to watch warily as he sits behind the mother and son. When the woman reaches down to pick up her shopping bag, which has spilled its contents, her son turns around to stare at the man who stares back intently. The man suddenly reaches into his vest and eats a Cadbury chocolate bar, eliciting a smile from the boy and his mother as he grins with chocolate in his teeth and makes silly expressions before sharing a chocolate bar with the duo. The spot ends with the tagline, “Goodness That Melts Your Heart.”
“The whole core of this concept was to build tension up to a certain point and then do a complete 180°,” said Stahl, who is represented by REVERSE in the U.S. for commercials and branded content. “To make this work, we needed perfect authentic performances from all of the actors, especially the young boy.”
Stahl spent a lot of time casting in Singapore, Kuala Lumpur, and Bangkok for the “intimidating man” character. The team eventually landed on an actor by the name of Rabbit who could convincingly shift from a menacing vibe to a genuinely funny guy.
CreditsClient Cadbury Chocolate Agency Ogilvy, Singapore Nicholas Courant, chief creative officer; Rachel Chew, Sonali Ranjit, associate creative directors; Bowie Tong, producer. Production Company Hanzo Films, Dubai Johan Stahl, director; Werner Maritz, DP; Chippy Babu, producer; Hijaz Moosa (Gemsheer CC), exec producer. Media.Monks Rebecca So, head of films, APAC; Zyra Khiruddin, exec producer; Thinesh Muniandy, producer; Nigel Pinto, program manager. Offline BaconX, Copenhagen Editorial ArtOfficial, CPH Jeppe Bodskov, editor. Music Anton Eger, Johan Stahl. Sound Reda El-Kheloufi Color Grading Cameo, Copenhagen Lasse Marcussen, colorist. Production Services Biscuit Films, Kuala Lumpur Magen Appathurai, Daniel Wee, local producers.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More