Bosto Poké Bowl Rice

Bosto and Bubka Choose Uncompromisingly for Showmanship

Belgian rice brand Bosto and creative agency Bubka have embarked on a bold new journey together.

To reinforce Bosto’s position as the market leader, they have decisively embraced emotion and entertainment. This strategy enables the premium brand to differentiate itself from private labels. The first expression of this new approach is a heartwarming commercial lasting a remarkable 100 seconds for online platforms, complemented by a 50-second version for television. The extended duration of the spot allows the story to be built in a powerful way, delivering greater impact.

Bosto is renowned as the market leader in high-quality rice products. As the market expands, the brand benefits—provided it continues to stand out from private labels. Under Bubka’s guidance, Bosto underwent a brand personality development process. After a series of intensive workshops, the right tone was established, with a conscious choice for "showmanship advertising," a philosophy strongly championed by Bubka.

Showmanship, as defined by Orlando Wood, is a proven approach for growing brands through advertising that entertains and connects with universal values and human emotions. For Bosto, emotion is the key differentiator from private labels, and the brand and Bubka have embraced this strategy wholeheartedly.

The result: a heartwarming commercial that evokes emotions and fosters recognition among consumers. Initially, the ad will be shown for two weeks on major Belgian television channels and online platforms.

Ben Van Asbroeck, Creative Director at Bubka, commends Bosto’s courage in choosing this new direction: “Bosto has made many bold decisions, from the script to the final packshot. This should not be underestimated.” Even the length of the spot breaks with conventional norms. Van Asbroeck explains: “We focused on what the story needed to create impact, rather than adhering to the traditional 30-second standard.” For Bosto, that meant 100 seconds for online and 50 seconds for TV."

The commercial was directed by renowned Dutch director Rogier Hesp, an expert in advertising showmanship. The same can be said for production company Red Dust and Studio Helsinki, which provided the evocative soundtrack for the Bosto ad.

100-second spot: https://www.youtube.com/watch?v=6qt2L_lBqSw
www.bubka.be