The word ‘handsome’ in Cantonese traditionally refers to good-looking men. However, young people in Hong Kong have recently been using the word as a colloquial term for everything from ‘handsome’ cars to handsets, pets and more.
Creative agency Ogilvy & Mather Hong Kong has used the same concept for the sushi served at Genki Sushi. The commercial starts with three ladies continuously saying the word ‘handsome’ in relation to the dishes in front of them. The camera eventually zooms in to the sushi, and in fact each dish is comprised of eye-candy models.
This creative theme ties into Genki’s slogan of ‘satisfaction in every dish’.
Ogilvy has also dressed a few local trams in fishy, sushi style to imitate sushi on the conveyor belt.
Credits:
Project Handsome
Client Genki Sushi
Creative agency Ogilvy & Mather Advertising
Executive creative directors Sandy Chan, Simon Handford
Creatives Ben Yeung, Lesley Fung, Thomas Chung
Account servicing Jonas Fung
Exposure Television, print, outdoor
