Qtela / Commercial / 2021
Harta Tahta
Everyone in the neighborhood claims to want wealth, power, and beauty, until a bag of chips shows up and reveals what they actually want.
The Stills
The Film
Qtela takes the well-known Indonesian idiom harta, tahta, wanita (wealth, power, beauty), the three things people are said to chase, and plays it for a joke: family members, a security guard, even a teacher all clamor to be the one who gets a share of the Qtela bag first, each staking their claim as if it were the treasure the idiom promises. The spot resolves on the brand's own line, Qtela selalu bisa menyatukan keluarga (Qtela always manages to bring the family together), under the #QrasaIndonesianya hashtag.
The Craft
Shot as a bright, fast-cut ensemble comedy, the film cuts between glossy, aspirational close-ups, jewelry, styled hair, a dramatic reach for the bag, that visually nod to the wealth/power/beauty idiom, before punchlining each one against an ordinary household or neighborhood setting. Floating product beauty shots of the chips themselves punctuate the character beats, keeping the joke and the product in the same visual rhythm.
The Cast
An ensemble of everyday household and neighborhood figures, family members, a security guard, a teacher, all play exaggerated versions of chip-covetousness rather than named characters, casting built for a quick sight gag across many faces rather than a single lead.
