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.
