Developed by McCann Erickson Guangming, the spot is the first major work from the agency’s ‘Real Coke’ team since winning the business from Ogilvy late last year. Shot in a documentary style, the spot follows Cheng around the streets of Hong Kong, carrying a folding table. As he travels, he sets up the table for meals with his friends, of which Coke forms a central part.
“The objective is really to associate Coke with eating out, food and friends, and our proposition is that Coke brings happiness to the table, and brings friends together,” said Terry Tsang, creative director, McCann Erickson Guangming.
Cheng, already popular in Hong Kong through his involvement in food-themed TV programmes, was selected to star in the campaign after research showed other celebrities did not enjoy the same appeal among consumers.
Starcom is handling media for the campaign.