The Castrol ads represent a highly commendable effort. But I've seen the same idea before for car security/car alarms ads a few years back.
South American agency. I think in Lurzer's Archive.
I don't know what to say about the Tourism Authority of Thailand ads.
But very colourful would be one comment.
Sprite: It has a good global strategy but I don't think these ads do it justice. I've seen better executions of that strategy around the world.
I suspect that telling rebellious, defiant youths to be rebellious and defiant with rebellious and defiant youths in cliched scenarios do not work. It could be just me but I think they're smarter than that.
The Tiger Beer TVC is probably the best spot that Asia Pacific Breweries has produced in a long time. Simple vignettes of people around the world falling asleep from watching the World Cup while folks here in Asia are enjoying it at a civilised time. Best of all, it's a simple, uncomplicated idea as a result of a fresh strategy. But I would question its relevance.
Tiger is merely pointing out that the World Cup is now more convenient for us, but it didn't make it so. That's why all they could say is "Time is on our side. Cheers". I think they should get their paws all over the proposition of satisfying our thirst for football - it's something they should claim, own and build on. After all, you can't use the same strategy come the next World Cup in Germany when we're the ones staying up late into the night.
The Canon strategy seems to say, "So small you can take it anywhere. And it's quite fashionable too". I'm guessing, of course, but that explains why you see a visual demonstration of how small the camera is, as per the 'Go Anywhere' tagline, and the fashion/editorial approach. But they don't seem to gel. Better work would be produced from a brief that starts from a single-minded proposition.
The Pringles TVC is stale and expected. Pretty sure I'm not the only one to have seen the commercial within a commercial idea, where the reporter hands the fireman being interviewed a can of Pringles and the director calls, "Cut", and they all celebrate with a Pringles party.
Calvin Soh is regional president and creative director of Fallon Hong Kong and Singapore
CASTROL
Project: Protection that never quits
Client: Castrol
Brief: Highlight that Castrol GTX offers longer lasting protection for
cars
Agency: FCB, Singapore
Copywriter: Robert Gaxiola
Art director: Eric Yeo
Creative director: Rob Sherlock
TAT
Client: Tourism Authority of Thailand
Brief: Promote Thailand in the region
Agency: Spa Advertising
SPRITE
Project: Sprite, Yeung Gwong
Client: Coca-Cola
Brief: Build brand recognition among the youth segment
Agency: Ogilvy & Mather, Hong Kong
Copywriter: Florence Lai
Creative director: Annie Wong
Art director: O'Poon
TIGER BEER
Project: Late Nights
Client: Asia Pacific Breweries
Brief: Promote Tiger Beer's association with the World Cup soccer finals
Agency: Leo Burnett, Singapore
Executive creative director: Linda Locke
Copywriter: James Scanlon
Art directors: Linda Locke, Sachin Ambekar
Production house: Shooting Gallery
CANON
Client: Canon
Brief: Brand awareness drive
Agency: D'Arcy
Creative director: Darryn Devlin
Copywriters: Darry Devlin, Kate Smither, Sylvianne Heim
PRINGLES
Client: Pringles
Brief: Maintain market awareness for Pringles
Agency: Hwa Wei & Grey
Creative director: Antonio Tsai
Assistant creative director: Pegasus Juan
Art director: Pegasus Juan
Copywriter: Pegasus Juan
Producer: Leo Chow
Interested in having your campaigns reviewed? Send submissions to Alfred Hille 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, 28/F, Dorset House, 979 King's Road, Quarry Bay, Hong Kong.
