A celebrity first for Coke in TVC for mainland China

<p>Coca-Cola has opted for a fantasy theme and a celebrity for the </p><p>first time in its latest TVC for the China market. </p><p><BR><BR> </p><p>In the commercial titled "Time Traveller", Cantopop singer Nicholas Tse </p><p>and his two friends are transformed into 1950s swingers in the midst of </p><p>a rock-and-roll party, thanks to Coke and a magical poster. </p><p><BR><BR> </p><p>The thematic creative campaign was developed by Leo Burnett and its </p><p>management supervisor for the brand for Hong Kong and China, Charles </p><p>Edwards, said the creative direction adopted by the agency was a new </p><p>one. </p><p><BR><BR> </p><p>"Past campaigns were deep-rooted in reality, but we decided to lift the </p><p>entertainment level and take it out of the ordinary. </p><p><BR><BR> </p><p>"The China market is rapidly evolving in terms of advertising literacy, </p><p>but its recent advertising was missing the entertainment value </p><p>synonymous with a number one brand and this campaign was a question of </p><p>demonstrating that leadership," Mr Edwards said. </p><p><BR><BR> </p><p>The commercial was given a magical approach because Coke wanted to send </p><p>a message to the youth market to enjoy life to the fullest and associate </p><p>that idea with the drink. </p><p><BR><BR> </p><p>"It wasn't so much about travelling back to the 1950s," Mr Edwards </p><p>said. </p><p><BR><BR> </p><p>"It was about adding magic to key moments of your life." </p><p><BR><BR> </p><p>Nicholas Tse was chosen because of his youthful, cool image. While the </p><p>popstar has something of a 'bad boy' reputation, Mr Edwards said: "He </p><p>has a clear idea of his own self-image and where he wants to go as an </p><p>artist, which fits the brand image." </p><p><BR><BR> </p>