Borisov&Irisov
Production Crew: Borisov&Irisov
Director: Maxim Borisov
Screenwriter: Maxim Borisov
Producer: Aziz Lutfullaev
DOP: Bakhodir Yuldashev
1st AD: Danil Voshenikin
Set Design: Shamsutdinov Bahriddin
MUA & Hair: Ekaterina Seryakova
Costumier: Shahnoza Muratova
Casting Manager: Kamoliddin Xamrayev
Camera & Light Rent: SHB Rent Studio
Actors: Bakhodir Jalolov
Post Production Crew: Borisov&Irisov
Editor: Danil Voshenikin
Color Correction: Maxim Borisov
Visual Effects: Maxim Borisov
Music and Sound Effects: Danil Voshenikin
About the Brand:
Artel is the leading manufacturer of home appliances and electronics in Central Asia. The company began its operations in 2011 with the production of gas stoves. Today, Artel offers a wide range of household products and holds a leading position in the home appliance market.
Task:
Every summer in Uzbekistan, the hottest period, known as "Chilla," arrives. In 2018, Artel launched an air conditioner advertising campaign styled as a movie trailer. This campaign portrayed the air conditioner as a powerful entity called "Chillachi" (the one who conquers Chilla), who would come and defeat the scorching heat, saving everyone. The commercial was so beloved that every year since then, Artel has released a new cinematic and entertaining ad before the summer to promote their air conditioners, turning it into an annual tradition.
This time, the task was to create another entertaining ad featuring Artel’s brand ambassador, Bakhodir Jalolov, a world champion and Olympic gold medalist in boxing.
Solution:
At the time, the new installment of the legendary movie "Dune" was widely discussed, which inspired us to set the ad in a desert, perfectly symbolizing the heat of Uzbekistan. In the commercial, we aimed to depict the extreme heat in a way that would make viewers feel the weight of our blazing sun.
To enhance the visual aesthetics, we decided to take the story back to ancient times, to the era of Eastern tales, presenting our version of a story about a lost key to a mysterious force called "Chillachi," capable of saving people from the deadly heat. And, in classic genre style, only an old sage living in a cave knew the secret of where to find the key.
The climax of the ad revealed that it was all the imagination and play of our hero with his nephew, where the key to "Chillachi" turned out to be the remote control for the air conditioner. With this campaign, we reinforced the life-saving effect of Artel air conditioners against the heat and once again delighted our audience.
Result:
This year was no exception—the ad once again thrilled viewers and achieved its goal, increasing sales to the planned level and receiving positive feedback from the people of the Republic. The commercial was broadcast on television across Uzbekistan and on the brand's social media channels. The video garnered over 4 million views and more than 27,000 reactions on social media, leading to a noticeable increase in Artel air conditioner sales.