PRIVATE VIEW: Norman Tan, executive creative director at J. Walter Thompson Southeast Asia

New World Mobility: I find this one really weird. It's weird that a data services provider does a commercial showing people wearing weird wigs as a metaphorical device to sell their product. The communication is based on the usefulness of the services, but I just don't find it useful as a piece of communication. I feel that if you do a weird commercial, it still needs to be somehow relevant in order to be convincing. I find it interesting but it doesn't make me fall in love with the weirdness. It's probably an outstanding weird commercial where people will remember the wigs. I'm very curious about the brand awareness and the sales results.