"It's a big step away from traditional ads for milk powder, which talk about vitamins and all that,
said Saatchi's Taiwan chief executive officer Neil Hardwick.
The television commercial opens with a husband and wife seated across a kitchen table. Their faces are taut, and tension is in the air. The mother tries to resolve the situation by placing a glass of milk between the feuding couple. Then comes the question: "Who most needs loving care?"
The husband reaches for the glass, pulls it toward himself and then passes it to his wife as a gesture of reconciliation.
What makes the commercial work is its moment of suspense, which has sparked a public debate, including in internet chatrooms, over the pros and cons of the husband's decision to give the milk to his wife, according to the agency's account director, Julie Lin.
She also said the campaign was on track in achieving its objectives of building the Klim brand name.
"Generally, people like the husband, and they can recall the product even though it isn't mentioned,
she said.
The campaign, which relies solely on terrestrial and cable TV, has long-term objectives and goals. Hardwick said: "It's a long-term burst, and the campaign has the potential for further creative development."
A second television commercial is ready for airing within the next few weeks.
The Saatchi team on the Klim account includes Lin, senior creative director Cheryl Cheng, art director River Peng and senior copywriter Liberty Hsu.
Ke Yi-jeng directed the TVC.
