Fuji Restaurant | Determination & Focus | Thailand

Conceptualized by agency Creative Por-Pieng, the commercials show a head chef and his sous chef giving their cooking 110% effort. Titled ‘Determination’ and Focus', the agency illustrates the willpower of the chefs in a bottle of flavouring that diffuses their love in all the restaurant’s dishes.

The campaign was motivated by a desire to show that which “makes Fuji different” according to managing director of Creative Por-Pieng Brian Nachaisit. “Our team has studied a bunch of Japanese TV series about Japanese food, and we found that the real Japanese food should reflect the thinking and feeling of chef who makes it.”


Determination:


Head chef: did you put in the ‘determination’?
Sous chef: Yes!
Narration: At Fuji, ‘determination’ is the most important seasoning.
Customers: Umai (extremely delicious)!
Narration: Determination makes Fuji different.

Focus:


Sous chef: What happens to you?
Head chef: I need to focus.
Narration: At Fuji, the focus on cooking makes our food more delicious.
Customers: Umai (extremely delicious)!
Narration: Focus makes Fuji different.



Credits:
Project Determination & Focus
Client Fuji Japanese Restaurant
Creative agency Creative Por-Pieng, Bangkok
Executive creative director Chang Kiatluknachai
Agency head Chattakul Nachaisit
Production company Mum Films
Director Suthon Petchsuwan
Exposure Television, outdoor