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

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