GSK ropes in Eason Chan for new spots

The Eno drive revolves around a new ginger-flavoured product in two 15-second spots featuring Chan, who acts both as the key talent suffering from a bloated stomach, and the hero who helps relieve the symptoms.

"We based the campaign on a strong traditional Chinese belief that ginger is effective in relieving stomach gases," said Bernard Wong, group account director, Grey Worldwide.

"So, given that belief, we decided the creative should play around with traditional Chinese kung fu movies that were so popular in the 70s," he said.

For Dequadin Cool, the approach hinged on a popular Chinese 'mountain' or folk song, with Chan again backing up for duel roles - this time as both a male and female singer.

"When Male Eason suffers from a dry throat, Female Eason offers him a Dequadin Cool which solves the problem and allows him to continue singing," said Wong.