Thums Up Charged was born in a time where youngsters believed in horoscopes and Tarot, and a sign from the Universe that they were going the right way. And since the brand's signature icon is literally a thumb up, we thought, "What the hell!" The idea was right there!
We fought hard for the idea. We fought even harder to keep the cats. Trust me, I fought hard for that cat scene because it was EVERYTHING!!! The original script involved a thumb up emerging from a shell like Venus, and the sky tearing open, giving birth to the one and only Thums Up Charged. Do I wish I could have done ALL THAT? Yes, I do.
But at least, I saved the cats.
Agency: Bates CHI & Partners Vietnam/Ogilvy Vietnam
Creative team: Thai-Vu Nguyen, Hanh-Minh Nguyen, Hoan-Hoa Nguyen, Minh-Quyen Dang, Hanh-Dung Phan, Ngoc-Minh Nguyen, Lam-Bao Tran