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Tesco Lotus “Taxi” 2016

Tesco Lotus “Taxi” (2016) is a Tesco Lotus commercial directed by Woottidanai Intarakaset for The Leo Burnett Group Thailand, produced by HUB HO HIN BANGKOK. It won 3 awards, including LIA 2015 Gold — Production & Post-Production / Direction and AdFest 2016 Gold Lotus Film — Internet Film: Corporate Image.

A female taxi driver faces daily struggles and dangers to provide for her son, highlighting the resilience of women.

Video: Woottidanai Intarakaset on Vimeo

Shot by shot

  1. A young man in a brown t-shirt and dark pants exits a green taxi cab on a residential street during the day.© Tesco Lotus0:00
  2. A man in a light blue shirt runs frantically through a busy street, surrounded by cars, looking distressed.© Tesco Lotus0:06
  3. A male street vendor in a light blue shirt prepares and hands over food to a customer on a busy street.© Tesco Lotus0:10
  4. A male taxi driver in a light blue shirt sits in his car, looking at a piece of paper, then puts it in the sun visor.© Tesco Lotus0:17
  5. A male passenger in a tank top, seen through a car's rearview mirror, looks agitated and gestures in the back seat of a taxi.© Tesco Lotus0:23
  6. A close-up shot of a "TAXI-METER" sign on top of a taxi at night, with blurred city lights in the background.© Tesco Lotus0:30
  7. A middle-aged person in a blue shirt sits in a car at night, looking at a piece of paper with a thoughtful expression.© Tesco Lotus0:35
  8. A photo of a smiling young boy is tucked into a car's sun visor, which is then flipped up.© Tesco Lotus0:56
  9. A young boy sleeps on his father's lap in the front seat of a green taxi at night, while the father looks at his phone.© Tesco Lotus0:59
  10. Tesco Lotus “Taxi”, shot 41© Tesco Lotus1:09
  11. A man in a plaid shirt sits at a desk, looking up at a young boy in a white shirt, while a woman stands nearby in a garage.© Tesco Lotus1:27
  12. A taxi driver and a young boy sit on the hood of a green taxi, both looking at their phones in front of a convenience store at night.© Tesco Lotus1:35

Stills © Tesco Lotus. Made by The Leo Burnett Group Thailand, HUB HO HIN BANGKOK and Woottidanai Intarakaset.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A mother's sacrifice for her child, disguised as a taxi driver's daily grind.

Tagline: “We, believe in the power of women.”

hidden identitysingle parent struggledaily grindunexpected herosacrifice for familygender role reversal

The cut

Length
112 s
Shots
51
Average shot
2.2 s

What creatives use Tesco Lotus “Taxi” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Tesco Lotus “Taxi”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man in a brown t-shirt and dark pants exits a green taxi cab on a residential street during the day.© Tesco LotusA man in a light blue shirt runs frantically through a busy street, surrounded by cars, looking distressed.© Tesco LotusA male street vendor in a light blue shirt prepares and hands over food to a customer on a busy street.© Tesco LotusA male taxi driver in a light blue shirt sits in his car, looking at a piece of paper, then puts it in the sun visor.© Tesco Lotus
    Frames from Tesco Lotus “Taxi”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Tesco Lotus “Taxi” in order, with its length, framing and what happens in it.

    A young man in a brown t-shirt and dark pants exits a green taxi cab on a residential street during the day.© Tesco LotusA man in a light blue shirt runs frantically through a busy street, surrounded by cars, looking distressed.© Tesco LotusA male street vendor in a light blue shirt prepares and hands over food to a customer on a busy street.© Tesco LotusA male taxi driver in a light blue shirt sits in his car, looking at a piece of paper, then puts it in the sun visor.© Tesco LotusA male passenger in a tank top, seen through a car's rearview mirror, looks agitated and gestures in the back seat of a taxi.© Tesco LotusA close-up shot of a "TAXI-METER" sign on top of a taxi at night, with blurred city lights in the background.© Tesco Lotus
    Length: 112 s · Shots: 51 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a hidden identity

    Before you present an idea, you need to know who has done it, and how.

    Tesco Lotus “Taxi” is built on a hidden identity. Search the library by idea to see every spot that uses it.

    Shiseido make up “The Party Bus”© Shiseido make upOCEDEL “Firefly Man”© OCEDELPurga Studio “Western”© Purga StudioChildline “Nobody Is Normal”© Childline
    Shiseido make up · OCEDEL · Purga Studio · Childline

More commercials by Woottidanai Intarakaset

  • Ek-Chai Distribution System "Taxi" (2016) commercial still© Ek-Chai Distribution SystemEk-Chai Distribution System “Taxi” 2016Dir. Woottidanai Intarakaset · The Leo Burnett Group ThailandSpikes Asia Gold 2015

Award-winning retail commercials

Questions

Who directed the Tesco Lotus “Taxi” commercial?

Woottidanai Intarakaset directed it, produced by HUB HO HIN BANGKOK, for the agency The Leo Burnett Group Thailand.

Which agency made Tesco Lotus “Taxi”?

The Leo Burnett Group Thailand created it for Tesco Lotus (2016).

What awards did Tesco Lotus “Taxi” win?

3 awards, including LIA 2015 Gold — Production & Post-Production / Direction, AdFest 2016 Gold Lotus Film — Internet Film: Corporate Image and AdFest 2016 Gold Lotus Film Craft — Casting.

What is the tagline of Tesco Lotus “Taxi”?

“We, believe in the power of women.”

Sources for the credits and awards

archive.adfest.comarchive.adfest.comliaawards.com