Fastrack goes finger break-dancing

The youth watch brand's latest campaign, conceptualised by Lowe Lintas, uses the idea going 'hands-on'

Sohini Sen | Mumbai | October 7, 2013

Click on the image to watch the TVC.

Fastrack's latest campaign introduces a new line of watches from the youth brand. However, unlike earlier Fastrack campaigns, Lowe Lintas decided to twist things a bit this time by introducing finger dancing as the major player.

The 25-second TVC features fingers as the main heroes of the story. Instead of using models, Fastrack has used the fingers to tell the story of a boy and a girl who meet at a bar. They have a dance-off, and that leads to them 'clicking' with each other. Just when it seems that they are going home together for the night, another girl, represented by two more fingers, joins them and the night becomes far more interesting. Throughout the film, while we see the fingers dancing, the hand is shown to wear the new watches from Fastrack.

The finger break-dancing has been choreographed by Lilach Chen. She invented the art of finger break-dancing and has used it for several brand commercials previously as well. Some of her previous works have been for Airtel, Sony Ericsson Xperia X10 mini (worldwide TV ad) and Red Bull BC One Fingerbreakin' among others.

"The brief we were given was to showcase a new collection of watches in a quick, snappy manner. We were trying to figure out how to showcase that while being true to the brand essence," said Lohith Chengappa, from the creative team at Lowe Lintas.

The idea behind the campaign was to go 'hands-on' with the film. Instead of going with the tried and tested watch-showcase treatment, Lowe Lintas showed a couple of hands dancing in a scale model club to the tune of 'Shake It' by Metro Station, a popular Los Angeles pop rock band. The treatment has a nice blend of the signature Fastrack DNA while at the same time displaying the watches in an eye-catching way. The hands represent the youth's typical fun night in the town, according to Lowe Lintas.

The campaign will also be extensively used in the digital platform with a longer 45-seconder being made available for viewing on some days. The activation programme will follow.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas

National Creative Director: Arun Iyer

Creative Team: Akash Das, Lohith Chengappa, Carl Savio, Gopi Krishnan, Mishti Srivastava, Sooraj Pillai, Rohit Venkatesh, Keya Pothen, Jonah Costa

Account Management: Anand Narayan, Bhupender Agarwal, Meghna Nair, Sheetal Iyer

Production House: Nirvana Films

Director: Kishore Iyyar

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