MTR’s first ‘Unsung heroes’ campaign last August featured ‘Rail doctor’ and ‘Chameleon’ commercials, which received positive feedback from the public and helped put a face to the team of dedicated professionals who make the MTR system run like clockwork.
The new ad, created by Abracadabra Communications with media partner OMD, will debut on major local TV channels from 15 March and run for a month.
The star of the new commercial is Lee Chi-Pong, a real-life MTR senior technician who has been working with the MTR for 15 years. Lee is a member of the highly skilled rolling-stock maintenance team that rigorously checks every MTR train at the end of the day.
The realistic spot reveals how Lee and his colleagues work overnight, sweating under train compartments and dealing with every challenge – from replacing a traction motor to fixing a tiny screw.
“We are excited about working on the 'Unsung heroes' campaign," said Margaret Kennedy, managing director of Abracadabra Communications. "The TV commercials show the human side of the Corporation that we usually do not see. The fact that the system smoothly carries four and a half million passengers a day is due to the staff’s commitment and skill. Hearing their stores, the public will gain a better understanding of the beliefs and values that motivate them.”
Kennedy added that this kind of precise and demanding work requires a high degree of professionalism.
“Shooting the ‘Forerunner technician’ commercial was a major challenge, as the maintenance team only had a short time available from their vital daily job of checking the trains," Kennedy added. "I would like to thank the film director, Daniel Leung; the production crew; the client; and our agency teams for all their incredible teamwork and support.”
