The problem was that the line had been buried under the promotional message when it should've been placed and highlighted above it. It would then have been easier and faster for the reader to understand. Again, this is a case where emphasis was wrongly placed and focus lost. Who's to blame? The client or the creative? Well, I'll leave it at that.
I'm sure this ParkNShop TVC will be a great hit in Hong Kong and will also be a viewer's choice. By using Sam Hui's classic hit in the 70's - Half kati, eight ounces, it'll definitely touch everyone's heart (including mine, tissue please). Sam Hui's songs have always been about the highs and lows of common people's lives. With the present economic situation, it's really clever for the supermarket to position itself like Sam Hui's hit; understanding that life is tough and ParkNShop is there for them to rely on. It's really nice to see a commercial that is so real in talking (I mean singing) to the people and making them feel good again. It's great!
This Olay TVC really made my day; it made me laugh. It's entertaining, simple and effective. "Too smooth for grip" is cleverly communicated through this massage spot. And best of all, the beauty of this spot is that it breaks the language barrier; you don't even need to know Chinese to understand it. It's definitely disruptive for the category. Well done!
A nicely set dinning table, a beautiful babe dancing on it, together with sensual music sets the stage for the launch of Lacoste's new fragrance for women. This is yet another conventional 'fashion' ad that has a beautiful visual without an idea. And of course, there are many and better ways to execute 'The new fragrance for women'. Then again, how often do we see 'fashion' ads with strong ideas? Sigh.
Blue Girl: A nicely shot commercial. Stunning visual of a desert and refreshing 'blue' sea next to it (of course, I've also noticed the extremely 'blue' sky) but I have to say it's quite cliche. Together with the song 'I've been waiting for a girl like you' - referring to the guys in the desert waiting for the heroine who finally arrives with Blue Girl beers, is just too obvious.
As everyone is worrying and taking precautions against Sars, it seems like any health related ads would be widely welcomed. So it wouldn't be too difficult to get people's attention turned to this BUPA Health Insurance campaign. The single-minded message - with BUPA Health Insurance, you can choose any doctors/clinics (1,600 clinics in Hong Kong). The first three ads are more interesting and will definitely put a smile on the reader. The executions are witty; with headlines that are disguised as doctor's names at the clinics. It's an insight where we often joke about Chinese names that often mean something else. In this case, it means 'Dr.
That You Like', 'Dr. You Can Choose' and 'Dr. You Decide'. I love these ads; they make me smile. But the grid is a failure, it spoils the look and it'll definitely be better without it. The fourth ad is a letdown to the campaign. It plays with the name BUPA, which happens to sound like 'not afraid' in Mandarin. It's just too boring.
1. CHINA ONE
Project: Make yourself heard
Client: China Motion NetCom
Brief: Acquisition-induce brand switching from competition by playing up
the edge and benefits of China One 0050
Creative director: Paul Hui
Art director: Joseph Wong
Copywriter: Paul Hui
2. PARKNSHOP
Project: ParlNShop Value Jingle
Client: ParkNShop
Chief creative director: CC Tang
Copywriter: Gloria Hung
Production house: Touches
3. OLAY
Project: Olay body wash
Client: Procter & Gamble
Brief: To promote Olay body wash in Guangzhou
Agency: Saatchi and Saatchi Guangzhou
Creative director: Vincent Pang
Art director: Vincent Pang
Copywriter: Awoo Lai
4. LACOSTE
Advertiser: Procter & Gamble Prestige Beaute
Marketing director: Bob Kunze-Concewitz
Brand manager: Gerd Finke
Agency: Callegari Berville Grey
President & Chief Creative Officer: Pierre Berville
Creative directors: Anne Ceile Tauleigne & Thierry Vince
Art director: Miriam Derville
Production house: Les Telecreateurs
Directors: Monty Whitebloom & Andy Delaney (BIG TV)
Photographer: Nathaniel Goldberg
5. BLUE GIRL
Project: Sand Surfing
Client: Jebsen & Co Ltd
Brief: to reinforce the positioning of Blue Girl as an "imported,
premium quality beer"
Agency: Senses Advertising
Writer: Louis Hui
Creative director: Aleen Woo
Art director: Wilfred Lam
Production house: FilmPower
6. BUPA HEALTH INSURANCE
Title: Doctor's Signage; Not Scared
Project: Care HealthNet; BUPA Health Insurance
Client: BUPA Health Insurance
Brief: Give a compelling reason why one should choose BUPA Care
HealthNet; Position BUPA as offering total protection amidst the
public's concern on health issues
Agency: M&C Saatchi Hong Kong
Creative directors: Tony Hon/Tan Khiang
Copywriter: Jonathan Mak
Art Director: Center Law
Account Servicing: Jonathan Hui
- 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, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.