The star fronts Feng Ying's new TVC for its improved anti-dandruff shampoo.
A Do joins Hong Kong stars Ekin Cheng and Louis Koo, who also featured in campaigns since it adopted a celebrity-based approach in 2001. "The idea is to create a strong bond with the target audience by riding on a famous song, 'Be persistent to the end', sung by A Do," said Lau Seng Yee, CEO of BBDO China, Feng Ying's agency. "The song is very popular among youngsters; its spirit and message is identical to the brand as the advertiser is keen to find out the best way to resolve consumers' dandruff problems." Lau said stars have been used to help it stand out in the crowded market.