Indofood brand Indomie has launched a new spot which celebrates its 45-year history by tracking its local heritage from 1970s, 1980s and 1990s to the present day. The spot was produced by MullenLowe Group Indonesia and Seven Sunday films, shot by local director Mark Toia.
The video follows a young man as he goes through the most important stages of his life. This is from 1972 as a boy, the year where Indomie was launched, to starting his own business and seeing his children grow up.
The young man’s story also overlays with key periods in Indonesian history, such as the construction of landmark building Monas, Indonesia winning the Thomas Cup, the Asian financial crisis and in 2008, when the country was acknowledged as the original creators of Batik.
The commercial also aims to showcase the global expansion of the Indomie brand, especially in Africa, according to a press statement. Watch it here:
The video garnered over 675,000 views, 393,000 reactions and 679 comments at the time of writing.
Client: PT Indofood CBP Sukses Makmur
Agency: MullenLowe Group Indonesia
Production Company: Seven Sunday Films
Director: Mark Toia
DOP: Mark Toia
Executive Producer: Rodney L. Vincent
Producer: Yugi Darmawan
Audio House: Bumble Bee