PRIVATE VIEW: Jimmy Lam

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

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