PRIVATE VIEW: Rudi Leung, creative director of TBWA\Hong Kong

Gatorade: I can imagine this campaign would have strong stopping power when it is placed on an outdoor billboard next to a highway. When the media scene is so cluttered that you can only catch your consumers' attention within a split second, this idea demonstrates the power of words well. However, an idea which is solely based on tongue-in-cheek humour, might not end up being particularly campaignable. I don't see much room to expand the idea and the executions are a bit repetitive.