Swipe commercial salutes the 'King of Kowloon' himself

An eccentric, elderly man - who once roamed the streets of Hong

Kong, painting graffiti on pavements, flyovers and footbridges - has

been used as the main talent on a Swipe miracle cleaner TVC.

Tsang Cho Choi, better known to residents of the SAR as the

self-proclaimed 'King of Kowloon', promotes the product manufactured by

Champ Year Chemical by using it to wash away all his graffiti.

The ad was produced by Euro RSCG and associate account director, May

Lee, told MEDIA, "The product and talent combination produced a special

chemistry because the 'King of Kowloon' is famous for his urban writing,

and for Hong Kong people to see him cleaning away his writings sends a

strong message about the effectiveness of Swipe."

At the end of the TVC, he is shown dressed like a king in front of the

Peninsula Hotel, where ultra-rich people stay when they visit Hong

Kong.

This shot emphasises the fact that he is a 'king' symbolically surveying

his empire and that as a person in such a high position he would only

use the best products.

Euro's team included ECD Frederick Tong, CD Nick Lim, associate CD

Yvonne Ho, senior art director Philip Lee, assistant art director Tsang

Lap Yan, senior copywriter Ronnie Hung.

The account servicing team comprised Michael Tsang, May Lee, Sam Ho and

Lesley Leung.