Jointfit Indonesia has launched a video spot in cinemas featuring its brand ambassador Joe Taslim’s struggles as an injured Judo champion for Indonesia. The roller gel supplement brand under Combiphar, which aims to soothe and treat joint soreness, looks to inspire audiences to stay strong in life through the film.
Named #KeepOnRollin, the campaign walks viewers through how Taslim became a Judo athlete for Indonesia and eventually a Hollywood actor despite a troubled childhood and suffering many sports injuries. To stay through to the #KeepOnRollin message, the film itself was also shot in a “one-take, non-stop shot”, said a press release.
According to Combiphar’s consumer intensive care marketing VP, Evi K Santoso, the company has also launched the film on digital platforms such as Youtube and Instagram for the enjoyment of more Indonesians. “Jointfit chose film as the media of communication because we felt it would be effective in reaching our target market,” she added.
The film, lasting about eight minutes, was conceptualised by Grey Indonesia. Subaraju Alluri, CEO of Grey Indonesia, said: “We are incredibly thrilled to be a part of the campaign that is told through a powerful and relentless story.” In a statement to Marketing Interactive, a spokesperson said the ad was aired at CGV Cinemas Jakarta on 1 August, and at CGV Cinemas Surabaya on 4 August. Meanwhile, on YouTube, the film has garnered over 10,000 views since it was posted on Jointfit Indonesia’s account three days ago.
The story shared how Taslim found a new career as a Judo athlete after his dream of becoming a badminton athlete was dashed. After suffering a knee injury, he also went against the odds in the Judo championship for Indonesia to clinch a medal. “However, the obstacles did not stop, the knee injury that I had been experiencing for some time often triggered pain. To get comfortable with movement and activity, I found that Jointfit can be a solution to relieve pain and help maintain the health of my joints,” added Taslim.
Director: Ruben Adrians
Director of Photography: Bagoes Tresna
Agency: Grey Indonesia
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