Developed by DDB, three 30-second spots play on traditional cooking oil ads by avoiding functional product benefits, choosing instead to re-define the value of cooking in today's modern city life.
Targeting a younger generation of both male and female cooks, the ads -- 'Happy Hour', 'Office' and 'Onion' -- are quirky and humorous, according to the agency.
Targeting a younger generation of both male and female cooks, the ads -- 'Happy Hour', 'Office' and 'Onion' -- are quirky and humorous, according to the agency.
One of the three spots features a young couple in their apartment. The young man has tears rolling down his face and the woman is curled up on the sofa in a scene which initially looks like a row has just taken place. It is then revealed that the husband has been chopping onions while he prepares a delicious meal for his napping wife.
The ads will be running until the end of the year on TVB Jade, supported by in-store POS material and updated packaging for products which include canola oil, corn oil, peanut oil and olive oil.
"From this new angle cooking can be seen as fun, happy and enjoyable in its entire process," said Brenda Lin, group account director, DDB Hong Kong.
"For instance, cooking can be your own stage, a means for inspiring your creativity or for earning others recognition."
