New ad for Amoy soya sauce

<p>Amoy, one of Hong Kong's oldest soya sauce brand, kicked off a </p><p>television push to highlight that it had gone "both heavier and lighter </p><p>at the same time". The company switched to plastic packaging for its </p><p>Silver Label Light sauce, but increased total volume by 30 per cent. In </p><p>the 10-second TV commercial, an Amoy van is pictured rising off the </p><p>ground, while the voice over highlights the volume increase. Simon Fung, </p><p>creative director of Grey Worldwide, which created the TVC, said the </p><p>agency had to "work out a new way to present a low-budget and boring </p><p>message". </p><p><BR><BR> </p>

by | 07/20/2001

Amoy, one of Hong Kong's oldest soya sauce brand, kicked off a

television push to highlight that it had gone "both heavier and lighter

at the same time". The company switched to plastic packaging for its

Silver Label Light sauce, but increased total volume by 30 per cent. In

the 10-second TV commercial, an Amoy van is pictured rising off the

ground, while the voice over highlights the volume increase. Simon Fung,

creative director of Grey Worldwide, which created the TVC, said the

agency had to "work out a new way to present a low-budget and boring

message".