Good costumes. Good talent. I really appreciate the subtlety of saluting the winner.
Beijing Evening Newspaper: The visuals appeal to me. The mood is very good. It gives me a sense of contemporary city life in China. And I like the choice of talent very much. But I have to ask myself: "What message are these ads trying to convey?
Or is it a campaign done by a newspaper to promote a modern way of doing advertising?
Philips: The visual is impactful. I have never looked at a lion this close but I have to admit that it looks a bit too familiar. But the message is somewhat confusing. At first glance, the ad seems to hint that this phone provides for clearer voice transmission than the others. However, when I read the body copy, I became a bit doubtful about that. So, perhaps it is telling me that the phone is more durable than others. (The visual seems to suggest that even the lion cannot break the phone). Then again, maybe it is telling me that the battery lasts longer than the others.
TCL: The TVC has an interesting thought: "What you see isn't necessarily what you get.
And this thought links tightly to the merit of the product - a TV set that also possesses stereo sound features. The flow of the idea is so professionally crafted that I don't think people will have any problem understanding it. But what can be improved is perhaps the acting.
Dao Heng Bank Compass Visa Card: The commercial grabs my attention with some weird visuals and well-chosen background music. Some of the vignettes really sparkle. Then I ask myself: "Can it be executed slightly differently?
For example, break it into several commercials, each elaborating a single scenario in a more detailed way so as to push the impact to the extreme.
For a conservative category though, the hard work of both the agency and the client does show through.
Fiat: The ad is simple. Perhaps too simple. Maybe I have missed something.
K.C. Tsang, formerly of BBDO Hong Kong, is currently setting up his own agency.
