Private View: Lo Sheung Yan, regional executive creative director at J. Walter Thompson Asia-Pacific

Zoro Zoro: It's a crazy proposition, treating cockroaches like your family or using Zoro Zoro to eliminate them. After seeing so many ads in the same category, it's a very refreshing piece of creative. The execution is bold, too; great style combining different skills. Cockroaches have never been so cute. It might be a good ad to sell cockroaches as pets. CLP: The stories are not natural, thus the emotions are not real. Maybe it's because of the execution. CLP must have done something for the community (I hope so). And there must be some inspiring stories. Have we dug deep enough into the raw material to make the claim more convincing, even if we need to adapt the stories a little bit?