Created by Grey Worldwide Hong Kong, the spots feature punchy dialogue and recall quotes made by Hong Kong leaders, such as "try, try, try" and "remember, remember, remember".
Grey associate account director Ng Siu Hung said the aim was to catch the audience's attention by using such well-known quips and comments, which received major media play when they were initially uttered by the public figures, who are mostly prominent in the local political arena.
One of the new executions, titled "Pig Citizens", is an animation featuring a group of pigs discussing their various telecom service providers and whether or not there is a real need for change.
Eventually, price comparisons are brought up to reveal that CTI offers IDD services at much lower rates than its competitors.
"The campaign aims to position CTI as a low-cost IDD service provider targeting all IDD users," said Ng, who added that CTI had already established a 'low price' platform in the market for some years.
This has helped CTI successfully capture customers who are sensitive to price issues when selecting their telecom services provider.
"However, in order to further expand market share, we have to deliver a more specific message to migrate customers from our competitors to CTI," he said.
"Although we don't have a particular slogan for this campaign, all our scripts were discussed for a long time in order to make every word in the TVCs powerful, memorable and meaningful."