PRIVATE VIEW: Eddie Wong, executive creative director at TBWA Shanghai

China One 0050 is a telco network provider for Hong Kong and China, offering 50 minutes of free talk time in China for 10 months (see circular graphic in the ad). I was first attracted by the strong and shattering 3D headlines ('Is Mr. Chen around?' and 'Look after your health!') but as I continued reading, I couldn't understand the concept. What are the headlines trying to say? It took me quite a while to figure out that I'd actually missed out on the key message 'Makes your communications stronger'.