On 5/9, Kixx Vietnam announced a brand refresh with the slogan "Lubricating the Future," embarking on a new journey that combines technical performance with sustainable values.
The company also introduced rapper Gill as its new brand ambassador and launched the commercial "Xuat Kixx loi rieng - But toc chuyen minh" (Find Your Kixx, Unleash Your Transformation). This series of events demonstrates Kixx's commitment to innovation and marks a turning point towards a breakthrough development phase with redefined values, according to a company representative.
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Kixx lubricants with new packaging featured in the short promotional film. Photo: Kixx Vietnam |
Kixx lubricants with new packaging featured in the short promotional film. Photo: Kixx Vietnam
The commercial opens with a bustling cityscape. Amidst the hustle and bustle, 4 young individuals grapple with their own anxieties: rapper Gill rehearses in an empty room, an actress worries before an action scene, an engineer struggles with an unfinished machine, and a barber feels listless with repetitive work.
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Young people struggling amidst a busy life. Photo: Kixx Vietnam |
Young people struggling amidst a busy life. Photo: Kixx Vietnam
The mood shifts as Kixx lubricant is poured into an engine. The flow of energy moving through the machine parts becomes a metaphor for the awakening of inner strength. From that moment, each character is empowered.
Gill takes the stage before thousands of fans, his music electrifying the hall. The actress confidently completes the difficult scene, the engineer successfully assembles a robot and receives applause. The barber leaves his familiar shop and steps into a night square, where each snip of his scissors on a dancer's hair becomes a mark of liberation, greeted by applause.
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Kixx becomes a source of energy that helps young people accelerate and break through. Photo: Kixx Vietnam |
Kixx becomes a source of energy that helps young people accelerate and break through. Photo: Kixx Vietnam
Each frame of Kixx's short promotional video is meticulously crafted. The combination of dynamic camera movements, dramatic angles, and contrasting colors vividly portrays the tension and breakthrough in the characters' emotions. The fast-paced editing and custom-designed music create an aesthetic experience that resonates with young audiences, reflecting the company's spirit.
In terms of communication, Kixx chooses a visual language over theoretical messages. The new commercial not only conveys the new brand identity but also serves as a tool to connect emotionally, creating a lasting bond between Kixx and its young audience.
For the past two decades, Kixx has been known for its advanced lubrication technology, ensuring stable performance for motorcycles, cars, and industrial machinery. With this video, the brand expresses its spirit not only through technical language but also through emotional language.
The appearance of Gen Z rapper Gill as the brand ambassador embodies the spirit of "breakthrough transformation" towards the future. Gill (real name Vu Truong Giang, born in 1999) was the runner-up of Rap Viet season 4 and has built his own identity through unique and authentic music. This unwavering spirit makes Gill the embodiment of the daring and different spirit that Kixx aims to spread.
Kixx Lubricants, a subsidiary of GS Caltex (South Korea), entered the Vietnamese market 20 years ago. Amidst the energy industry's shift towards sustainability and customer experience, Kixx has chosen comprehensive innovation, from brand identity to approach, with the goal of asserting its pioneering role in the new era.
Yen Chi
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