MK2 runs into storm over campaign for Chickeeduck clothes

Hong Kong agency MK2 has defended the use of naked children in an ad campaign for Chickeeduck children's clothing. Creative partner Kasey Lin said the agency did not adopt a sensationalist approach in producing the TVC and that there was a clear concept behind the execution. "All great advertising has to be bold, brave and different. The approach we adopted was unusual and there was stopping power, which you need in advertising, but it was not controversial for the sake of being controversial. "Everything was linked up with clear ideas and logic. The tagline reads 'God created the best kids' wear. We create the next best', so our message is 'after God, Chickeeduck produces the best clothing for kids'," he told MEDIA. Mr Lin also denied that the ad could arouse paedophiles because paedophiles were also attracted to fully-clothed children. The owner of Chickeeduck, Herbert Chow, initially rejected the commercial but allowed it to be aired after his retail agents in Singapore, Malaysia and Thailand gave it the thumbs up, Mr Lin added. The production of the TVC was handled as sensitively as possible. "All the parents of the children were on location during the filming of the commercial in Kuala Lumpur and Hong Kong. They were told in detail the concept of the ad and what would be filmed and we stressed that private parts would not be filmed," said Mr Lin.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com