PRIVATE VIEW: C.C. Tang, chief creative officer of DDB Greater China

New World Mobility: Joey, Nicholas, Yumiko and company all lumped together in one celebrity-driven campaign. I have tried very hard to decipher the plot of this campaign, however, only my young niece could help. Obviously, I am not their target. But is the Chinese name 'Star Mobile' a sub-brand of the New World Mobility name? Bundling all the services is, in fact, a good way to generate more revenue on top of the regular voice tariffs.