These six TVC's are a case in point. I was gratified to see that all passed the test (to varying degrees).
Dove: I don't know about all you other 'sweet-tooths' out there but I have never found the subject of chocolate boring. Parallels have often been drawn between sex and handfuls of Choccies! (I could have just made that up though). Evidently this was the creative starting point for the Dove team. A good looking spot, though perhaps the comparisons could have been more dramatic.
Durex: You have to admire simplicity and the ability to place your tongue firmly in your cheek when working on the subject of sex. Obviously I did not understand the voice-over but like any television viewer, I got the point.
Just Gold: In the words of William Shakespeare "much ado about nothing".
Full marks to the man behind the camera but I'm afraid I was not whipped into a religious fervor about gold jewelry. I'll have to defer to my wife on this one.
Sun Life: Exploring human emotions and portraying them well on screen, is often the hardest task in advertising. After all, filmmakers have the luxury of an hour or so to create a bond between two people. Agencies usually get around 26 seconds (allowing for logos and supers). This Sun Alliance spot manages to create magic as well as develop a clever mnemonic with the elements of sun and sky.
Fristi: Who needs the 'Big Idea'? When you can have Action, Adventure, Excitement and Nutrition as well!
Who could ask for more? This Fristi TVC is right in tune with its young audience. A fun spot well put together.
McDonald's: Sweet, soft, cuddly and contrived. I'm sure this approach will work very well for 'Macca's' and their consumers. Just watch those fluffy dolls disappear off the shelves of your local McDonald's as they jostle for position on the dashboards and the tops of computer monitors all over Hong Kong.
DOVE
Brief: Promote Dove triple chocolate.
Agency: TBWA
Creative director: Scott Whybin
Art director: Alex Fenton
Copywriter: Paul Hastings
Producer: Joanne Alach
Account management: James Graham
Production: Silverscreen Sydney and NZ (Tracey Rowe)
DUREX
Project: Frog, Countdown and Take Off
Brief: to introduce the flavored, sheer and ribbed condom products.
Agency: McCann-Erickson
Creative director: Martin Doyle
Art directors: Chanyuth Nogyai & Surachet Srikokcharoen
Copywriters: Pairath Hanwattanawutti and Thidarat Nitikijphaiboon
Production house: Macho Mango (Rajit Saeng-Xuto)
JUST GOLD
Project: 'The Religion of Beauty'
Brief: a new platform to promote the brand image.
Agency: Leo Burnett
ECD: Eddie Booth
Creative directors: Connie Lo, Ray Lam
Writer: Connie Lo
Art director: Ray Lam
Producer: Goretti Yau
Production house: off-lo-hi, HK
Director: (David Pun, Alfred Hau)
SUN LIFE INSURANCE
Project: Shining on you
Brief: to build corporate image.
Agency: Ogilvy & Mather
Creative director: Simon Handford
Art director: Connie Hong
Copywriters: Florence Lai, Wen Louie
Production house: Film Factory (Winnie Tang)
FRIESLAND PROJECT: AIRPORT
Agency: Leo Burnett
Brief: to persuade Vietnamese kids to try the Fristi brand.
ECDs: Jonathan Swanepoel, Piet Human
Art director: Paul Busschau
Copywriters: Piet Human, Jonathan Swanepoel, Pete Watman.
Director: Nathan Price
Production house: SilverScreen NZ
MCDONALD'S
Project: Summer Colors
Objective: energise brand and business in the key summer season.
Agency: DDB Hong Kong
Creative directors: CC Tang, Barry Mok, Jeffry Gamble
Art director: Greta Lai
Copywriter: Frankie Fung Production house: Such Films
Interested in having your campaigns reviewed? Send submissions to Atifa Hargrave-Silk in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters. Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.