PRIVATE VIEW: Jimmy Lam

<p>Great, no super model pretending to be a hard working mother and </p><p>treating all her jolly kids to some wholesome soya milk. This Soya Gold </p><p>spot simply stands out among so many of today's tried and tested </p><p>ads. </p><p><BR><BR> </p><p>The rather entertaining visual analogy of "no room for sugar when there </p><p>are so many beans" is simple enough for a two year-old to </p><p>understand. </p><p><BR><BR> </p><p>Hmmm, I wonder what it tastes like? </p><p><BR><BR> </p><p>I know some people soaked up a few packs of Tempo by the time they </p><p>finished watching Crouching Tiger, Hidden Dragon. But what is this </p><p>agency trying to prove? </p><p><BR><BR> </p><p>That it like the movie so much it wants to make it itself? Or it has </p><p>found a film director who can follow Ang Lee's footsteps to </p><p>Hollywood? </p><p><BR><BR> </p><p>IDD 009 is offering very low rates? People have lots of things to talk </p><p>about over the phone? What's the idea? </p><p><BR><BR> </p><p>The Diners Club spot is intriguing and involving. I don't mind it being </p><p>a little bit intellectual. It is meant for those people who are </p><p>appreciate substance. Got the message. </p><p><BR><BR> </p><p>A bad ad does not reflect an agency's competence, but the client's. </p><p><BR><BR> </p><p>The same goes for a good ad. </p><p><BR><BR> </p><p>The client for Pond's Double White deserves a commendation. "Women dress </p><p>up for the man they adore" has always been a strong insight. </p><p><BR><BR> </p><p>This agency has done a fine job. Now, can the client encourage the </p><p>agency to push it further, when producing the next spot? </p><p><BR><BR> </p><p>The Japan Racing Association wants you to go to the races. All the </p><p>horse-faced characters really interested me and I can imagine the visual </p><p>impact of these outdoor billboards in the streets of Japan. Horse-racing </p><p>doesn't seem that old fashioned or predictable to young folks any more. </p><p>But I really like the attitude of those two horse-faced young turks in </p><p>the convertible. </p><p><BR><BR> </p><p>I get upset when I see ads from a client where the Chinese version </p><p>features body copy to 'elaborate' the idea, while the English version is </p><p>sweet and simple. As in the Perrier ad, if the English ad needs an </p><p>explanation in its Chinese version, reject it. If the Chinese ad doesn't </p><p>have the sparkle of the English version, fire the Chinese writer. I am </p><p>not sure whether I want to see any more sex jokes in advertising. </p><p><BR><BR> </p><p>May be I have become an old fart Amen. </p><p><BR><BR> </p><p>1 KOWLOON DAIRY </p><p>Project: Kowloon Dairy Soya Gold TVC </p><p>Client: Frenda Wong, sales & marketing manager </p><p>Brief: Launch Soya Gold </p><p>Agency: M&C Saatchi </p><p>Creative director: Andy Wong </p><p>Copy writer: Vivan Yong </p><p>Art director: Tan Khiang </p><p>Production Company: Touches </p><p>Exposure: TV and bus shelter end-boxes </p><p>2 NEW WORLD TELEPHONE </p><p>Project: IDD 009 Instant Cash Discount Promotion </p><p>Client: New World Telephone </p><p>Brief: Promote the "call when you want, where you want" offer </p><p>Agency: TBWA Hong Kong </p><p>Creative director: Raymond Chau </p><p>Copy writer: Rudy Leung </p><p>Art director: Lavin Kwan </p><p>Director: Justin Poon </p><p>Production Company: Such Film </p><p>Exposure: Chinese TV, newspapers, outdoor </p><p>3 DINERS CLUB </p><p>Project: Diners New Image Campaign </p><p>Client: Angel Ng, director of cards business, Diners International </p><p>Brief: To reinforce the positioning of Diners Club Card as "the travel </p><p>and entertainment card" that offers a new experience in life. </p><p>Agency: Euro RSCG </p><p>Creative directors: Rachel Chau, Angela Pong and Marky Lo </p><p>Copy writer: Adrian Lam </p><p>Art director: Amy Koo </p><p>Director: Louis Ng </p><p>Production Company: Film Factory </p><p>Exposure: TV and print </p><p>4 POND'S </p><p>Project: Pond's Double White Lotion </p><p>Client: Anita Ching, senior product manager </p><p>Brief: Give the Pond's brand a totally new look </p><p>Agency: Ogilvy & Mather </p><p>Creative director: Tony Hon </p><p>Copy writer: Florence Lai </p><p>Director: Steve Yuen </p><p>Production Company: Centro </p><p>Exposure: TV and road shows </p><p>5 JAPAN RACING </p><p>Project: Corporate & G1 Races </p><p>Client: Japan Racing Assn </p><p>Brief: Encourage more people, especially the younger generation, to </p><p>attend horse races </p><p>Agency: Dentsu Japan </p><p>Creative director: Kiyoshi Shimada </p><p>Copy writers: Toshiyuki Okano and Minoru Kato </p><p>Art director: Shigenobu Kozuka </p><p>Production Company: Taki Corporation </p><p>Exposure: Print </p><p>6 PERRIER </p><p>Project: Natural Desire </p><p>Client: Perrier </p><p>Brief: The only water to make people thirsty for desire </p><p>Agency: Triangle Pacific </p><p>Creative director & copy writer: Rodney Tam </p><p>Art director: Steve Chan </p><p>Exposure: Magazines,outdoor (MTR and bus shelters) </p><p><BR><BR> </p>