PRIVATE VIEW: Spencer Wong

<p>Goodfellas: Layouts with simple objects on the neat background have </p><p>been commonly used by campaigns entering awards shows for years. </p><p>Nevertheless, it is still effective in immediately drawing an audience's </p><p>attention. </p><p><BR><BR> </p><p>However, I find it difficult to relate the ' strong espresso shot' with </p><p>the coffee cup visually. I guess it was originally planned to look like </p><p>a gun pointed at a viewer, but I don't have much experience of being </p><p>shot by an automatic machine gun. While I was shocked by the 'firepower' </p><p>of this campaign, to be honest, I have yet to fathom the true </p><p>intention. </p><p><BR><BR> </p><p>Maybe I'm not the real target. </p><p><BR><BR> </p><p>WorldCom: The three print ads are very comprehensive in terms of </p><p>information. </p><p><BR><BR> </p><p>And I guess it includes all the key elements written on the </p><p>strategy. </p><p><BR><BR> </p><p>However, I doubt whether print advertising is a good medium for brands </p><p>to take a heavily-informative approach. To me, this campaign would be </p><p>very good if it were a corporate brochure. We all are too naive that our </p><p>target viewers will love to see a print ad or trust a brand just because </p><p>of its colourful computer paste-up 2D graphica, highly educated, </p><p>technical and elaborate copy, and strategic approach to headlines, with </p><p>key words cleverly positioned around the ad in a fashion magazine layout </p><p>style, featuring on-target models. </p><p><BR><BR> </p><p>E*Trade: In terms of creative execution, I think it has the power to </p><p>stop viewers in their tracks. But it hasn't convinced me to take </p><p>action. </p><p><BR><BR> </p><p>Having lost two months' salary on blue-chip stocks, even an ad like this </p><p>is not going to change my mind. </p><p><BR><BR> </p><p>When I see an excellent ad, I can usually see a brilliant strategy </p><p>inside. </p><p><BR><BR> </p><p>The E*Trade's campaign is nothing more than a shocking execution. </p><p><BR><BR> </p><p>AXA: This is one of the best I have ever seen. It breaks the logical </p><p>communication norms of current TVCs. No worries about how to link the </p><p>brand with the image or about calculating how to make people laugh or </p><p>cry. If most commercials reveal answers, this commercial delivers a </p><p>question. </p><p><BR><BR> </p><p>But it's a question that sticks in your mind, leaving you to answer </p><p>yourself. </p><p><BR><BR> </p><p>Why a donkey? Why a coconut? Why AXA? </p><p><BR><BR> </p><p>San Miguel: I think the approach of using cartoons is not a new thing in </p><p>our industry. However, it is quite refreshing and outstanding when it is </p><p>used by Hong Kong's beer market. No more sexy ladies, no more peer group </p><p>drinking environment, no more standard beer drinking shot. Casual, </p><p>funny, naive and childish. It is a very good signal that the advertiser </p><p>has a true respect for the young target group and the agency has </p><p>demonstrated its knowledge about consumer insights. The overall </p><p>intention of using such an outstanding approach is very brave. </p><p><BR><BR> </p><p>Yahoo: Correct me if I am wrong. This TVC talks about a middle-aged </p><p>Chinese man dancing at a disco in his stupid style. He goes back to his </p><p>poor apartment and searches Yahoo to find his community. Finally, he </p><p>finds his match and we next see him sorting letters in the post-office </p><p>with other stupid postmen. The commercial ends with the slogan. "Do you </p><p>Yahoo?" Yes, but I don't want to be seen as stupid. </p><p><BR><BR> </p><p>1. GOODFELLAS </p><p>Project: Goodfellas campaign </p><p>Brief: To create striking print ads and posters showing Goodfellas as </p><p>synonymous with great wines and killer drinks. </p><p>Agency: McCann-Erickson Singapore </p><p>Creative director: Paul Grezoux </p><p>Copy writer: Alexander J. Patterson </p><p>Art directors: Nguk Siang, Chua </p><p>Production Company: One-Twenty-One Studio </p><p>2 WORLD COM </p><p>Project: WorldCom Generation regional campaign </p><p>Brief: To position WorldCom as more reliable and versatile. </p><p>Agency: Messner Vetere Berger McNamee Schmetterer/ Euro RSCG </p><p>Creative directors: Marcus Kemp, Joe O'Neill </p><p>Copy writers: Marcus Kemp, Joe O'Neill </p><p>Art directors: Marcus Kemp, Joe O'Neill </p><p>Production Company: Omaha Pictures </p><p>3. E*TRADE </p><p>Project: E*Trade </p><p>Brief: To present the message of "getting rich before others do". </p><p>Agency: BBDO Hong Kong </p><p>Creative directors: Paul Chan, K C Tsang, Tony Wong, Leslie Mee </p><p>Copy writer: Tony Wong </p><p>Art director: Leslie Mee </p><p>Director: Louis Ng </p><p>Production Company: The Film Factory </p><p>4 AXA </p><p>Project: AXA Brand Campaign </p><p>Brief: Promoting AXA brand. </p><p>Agency: Saatchi & Saatchi Hong Kong </p><p>Art directors: Craig Davis, Francis Wee </p><p>Director: Louis Ng </p><p>Production Company: Film Factory </p><p>5 SAN MIGUEL </p><p>Project: Launch of San Mig Light - 'Sammy' </p><p>Brief: Present 'Sammy', the naughty devil who is in all of us. </p><p>Agency: Ogilvy & Mather </p><p>Creative directors: C C Tang, Annie Wong </p><p>Copy writers: Simon Handford, Alfred Wong </p><p>Art director: Karen Lai </p><p>Director: Blackie Chang Tze Hin </p><p>Production Company: Touches </p><p>6 YAHOO </p><p>Project: Discotheque </p><p>Brief: To encourage online registration to the service. </p><p>Agency: Grey Beijing </p><p>Creative directors: Kevin Lee, Patrick Png </p><p>Art director: Kevin Lee </p><p>Director: Li Wei Ran </p><p>Production Company: Perfect Life Production </p><p><BR><BR> </p>

by | 05/25/2001