PRIVATE VIEW: Spencer Wong

Goodfellas: Layouts with simple objects on the neat background have

been commonly used by campaigns entering awards shows for years.

Nevertheless, it is still effective in immediately drawing an audience's

attention.

However, I find it difficult to relate the ' strong espresso shot' with

the coffee cup visually. I guess it was originally planned to look like

a gun pointed at a viewer, but I don't have much experience of being

shot by an automatic machine gun. While I was shocked by the 'firepower'

of this campaign, to be honest, I have yet to fathom the true

intention.

Maybe I'm not the real target.

WorldCom: The three print ads are very comprehensive in terms of

information.

And I guess it includes all the key elements written on the

strategy.

However, I doubt whether print advertising is a good medium for brands

to take a heavily-informative approach. To me, this campaign would be

very good if it were a corporate brochure. We all are too naive that our

target viewers will love to see a print ad or trust a brand just because

of its colourful computer paste-up 2D graphica, highly educated,

technical and elaborate copy, and strategic approach to headlines, with

key words cleverly positioned around the ad in a fashion magazine layout

style, featuring on-target models.

E*Trade: In terms of creative execution, I think it has the power to

stop viewers in their tracks. But it hasn't convinced me to take

action.

Having lost two months' salary on blue-chip stocks, even an ad like this

is not going to change my mind.

When I see an excellent ad, I can usually see a brilliant strategy

inside.

The E*Trade's campaign is nothing more than a shocking execution.

AXA: This is one of the best I have ever seen. It breaks the logical

communication norms of current TVCs. No worries about how to link the

brand with the image or about calculating how to make people laugh or

cry. If most commercials reveal answers, this commercial delivers a

question.

But it's a question that sticks in your mind, leaving you to answer

yourself.

Why a donkey? Why a coconut? Why AXA?

San Miguel: I think the approach of using cartoons is not a new thing in

our industry. However, it is quite refreshing and outstanding when it is

used by Hong Kong's beer market. No more sexy ladies, no more peer group

drinking environment, no more standard beer drinking shot. Casual,

funny, naive and childish. It is a very good signal that the advertiser

has a true respect for the young target group and the agency has

demonstrated its knowledge about consumer insights. The overall

intention of using such an outstanding approach is very brave.

Yahoo: Correct me if I am wrong. This TVC talks about a middle-aged

Chinese man dancing at a disco in his stupid style. He goes back to his

poor apartment and searches Yahoo to find his community. Finally, he

finds his match and we next see him sorting letters in the post-office

with other stupid postmen. The commercial ends with the slogan. "Do you

Yahoo?" Yes, but I don't want to be seen as stupid.

1. GOODFELLAS

Project: Goodfellas campaign

Brief: To create striking print ads and posters showing Goodfellas as

synonymous with great wines and killer drinks.

Agency: McCann-Erickson Singapore

Creative director: Paul Grezoux

Copy writer: Alexander J. Patterson

Art directors: Nguk Siang, Chua

Production Company: One-Twenty-One Studio

2 WORLD COM

Project: WorldCom Generation regional campaign

Brief: To position WorldCom as more reliable and versatile.

Agency: Messner Vetere Berger McNamee Schmetterer/ Euro RSCG

Creative directors: Marcus Kemp, Joe O'Neill

Copy writers: Marcus Kemp, Joe O'Neill

Art directors: Marcus Kemp, Joe O'Neill

Production Company: Omaha Pictures

3. E*TRADE

Project: E*Trade

Brief: To present the message of "getting rich before others do".

Agency: BBDO Hong Kong

Creative directors: Paul Chan, K C Tsang, Tony Wong, Leslie Mee

Copy writer: Tony Wong

Art director: Leslie Mee

Director: Louis Ng

Production Company: The Film Factory

4 AXA

Project: AXA Brand Campaign

Brief: Promoting AXA brand.

Agency: Saatchi & Saatchi Hong Kong

Art directors: Craig Davis, Francis Wee

Director: Louis Ng

Production Company: Film Factory

5 SAN MIGUEL

Project: Launch of San Mig Light - 'Sammy'

Brief: Present 'Sammy', the naughty devil who is in all of us.

Agency: Ogilvy & Mather

Creative directors: C C Tang, Annie Wong

Copy writers: Simon Handford, Alfred Wong

Art director: Karen Lai

Director: Blackie Chang Tze Hin

Production Company: Touches

6 YAHOO

Project: Discotheque

Brief: To encourage online registration to the service.

Agency: Grey Beijing

Creative directors: Kevin Lee, Patrick Png

Art director: Kevin Lee

Director: Li Wei Ran

Production Company: Perfect Life Production