Market value: whether a TVC is promotionally driven or for brand building, it's all about grabbing the viewer's attention. (frame store).

Toshiba Lighting wanted to establish its brand name and differentiate its products in the marketplace, so this TVC--with 30- and 15-second versions--was created to promote the brightness of its compact light bulbs. The client wanted a very strong message so that when consumers think of "brightness", Toshiba Lighting Compact (Neoball-E) would come straight to mind.

Produced by Kantana Motion Pictures Co Ltd with Dolya Kamolpech, the TVC was directed by Suporn Shoosongdej, with DOP Prapob Dungpikul. The tone of the TVC is light and humorous--set in a celestial ...