Surf Excel has rolled out a new campaign themed #ReadyForLife on its digital platforms. A film that is part of the campaign has been conceptualised by Lowe Lintas.
The story unfolds through a mother's narrative. She talks about her young son's passion for football. While he is very interested, he isn't selected in the team. She goes on to say that even then he wasn't disheartened and continued playing. One day, he informs her that he has been selected to be part of the team. The lady keeps her promise of buying him new soccer shoes.
He doesn't miss practice even when it pours, says the proud mother, unmindful of his returning with mucky T-shirts. She decides to surprise him by turning up for his match. She notices that her son is not a part of the team, but is instead cheering them on. She spots his shoes being worn by another kid on the field. The boy wearing her son's shoes scores a goal and goes to celebrate with him. He hands over the shoes to the boy and thanks him for them. When the lady confronts her son, he reveals that his friend who was selected for the team could not afford the shoes, and so he lends it to him.
She hugs him and signals to him to give his friend the pair of shoes. The boy gleefully accepts them and thanks him. The duo then run onto the field to celebrate with the rest of the team. The film ends with the mother saying that her son was a winner on the day even though he didn't play. She says that her son is 'ready for life'. The voice over says, 'Surf Excel believes sharing helps kids getting ready for life. Encourage them to share and log on to surfexcel.in'.
The film was uploaded on Surf Excel's Twitter handle on 25 April.
Client: Surf Excel
Agency: Lowe Lintas