The 30-second API depicts the life of a hardworking father and how he draws strength from his wife and son after a long day at work. When he returns home late for supper, his son notices that his mobile phone has run out of batteries. The mother says, “Daddy is working all day long, he also need to recharge!” The son goes into the kitchen and brings him a hot bowl of soup.
“The new API focuses on real family issues, whereas some past APIs were more tactical,” said John Morgan, regional managing director of Greater China for Golin Harris. “In a fast-pace city like Hong Kong, we all need to find ways to recharge ourselves. If we don’t make time for our family, life is not as fulfilling as it should be.”
The spots are the result of a six-month collaboration between the Hong Kong Government and Golin Harris, which came up with the concepts and the scripts. The campaign also included the development of a campaign logo and slogan, PR road shows, online, other versions of the API dipicting different family situations will also be rolling out in coming months.
Watch the ad
