Century Tuna has always been at the forefront of health when it started advertising back in the 80s. Since then, the brand has consistently promoted the healthy lifestyle. As as result, it has risen to become the country's number 1 tuna, posting record sales versus same period of last year.

To personify the brand, PC&V created the concept of the Superbod, the epitome of health and fitness. In recent years, the concept of physical transformation in line with self improvement has been the core idea behind all Century Tuna advertising.

For its latest campaign, PC&V took an out-of-the-box approach in order to keep its main target, the increasing millennial market, interested and engaged. The result was "Metamorphosis", an artsy-looking, sleek and conceptual TVC starring the male star of the moment, James Reid. To create hype prior to its airing, the agency also designed a teaser billboard with the headline "Revelation Day" followed by the launch date, Aug 18, 2016.

To date, the TVC has earned more than 2.5 million views on Facebook alone. It also created a regramming frenzy on Instagram and trended up to #4th spot on Twitter with the hashtag #BodyOfTheCentury.

Check out the TVC here.