One2Free: We have all seen this approach done a couple of years ago.
And I have seen the same device adopted by another client in Taiwan. Both successful campaigns. Nothing terribly wrong with a brand wanting to repeat a successful formula. But the question is: how to make the best use of fee-guzzling celebrities? In this case, I'm sure the fans of the two talents - one of whom is a popular singer from Taiwan and the other a model - will go nuts and kiss their TV screens, but it's really a case where the client and agency have chosen the easy way out. Were the folks in creative okay with this arrangement? All said and done, if this campaign's more successful than the original, great. Otherwise, why bother?
Vita (Cha T Din Tea): I hope this is a campaign with a series of ads.
That's when it works best. Using a dog to sell iced tea is novel. And there's nothing wrong with using a pun if it's used well, as in the case of this TVC. The Cantonese word for 'thirst' becomes 'hot' in English, and the dog makes use of the 'tea dictionary' to beat the heat. Love the TVC. Would love to see the rest in the series.
Discovery Bay II: I know for a fact that times are really tough for the real estate market in Hong Kong. So it must be a really brave client and wise agency that resisted the temptation to shout and scream and fill the six ads in this campaign with pricing and features. Instead they made clean well-shot, emotional spots. My favourite is 'phone call'. The apartments advertised offer such a relaxing atmosphere that the couple relaxing on the balcony fight over who's got to go answer the phone. Perfect! However, I have a problem with the first commercial in the series: 'Paradox of Life'. Will changing the place of residence really improve a faltering relationship? What the couple really needs is a good break.
Nokia: In four words: I want that phone. In more words: inspired work.
Great production values, craft, music and editing. Nokia's brand property of 'connecting people' is strongly expressed, especially when one realises that this is a regional television commercial where the number of decision-makers must have surely made the approval process drawn-out and tedious.
Keeping that in mind, it's decent work. But I still have a bone to pick with this TVC. Surely a guy on a holiday must have something more interesting and fun to send his girlfriend than a picture of a sheep. Is there a joke that I'm missing or is this a creative opportunity that's been missed?
StarHub: Admittedly a difficult category to do anything new and interesting in. The PowerChat plan offers its customers 600 free SMS and incoming calls. So nothing can stop you from using your phone. I've seen the idea before and seen it done better. The ad's only saving grace is the claymation/illustration.
1 McDonald's
Project: Ronald Sing-Along English Learning campaign
Client: McDonald's China
Brief: offer English learning opportunities to kids in a fun and
inspirational way.
Agency: Schtung Music, Leo Burnett
Creative director: Morton Wilson (Schtung)
English lyrics: Morton Wilson (Schtung)
Chinese lyrics: Chantel Sun (Schtung)
Art directors: Ruth Lee, Khoo Wei Hung, Garbee Ge, Huang He (Leo
Burnett)
2 One2Free
Project: SMS Lover
Client: CSL Hong Kong
Brief: make SMS a consumer habit and gain market share.
Agency: Euro RSCG Partnership
Creative directors: Rachel Chau, Angela Pong, Marky Lo
Copywriter: Adrian Lam
Art director: Joseph Lau
3 Vitasoy
Project: Cha T Din "Fun with Words" product launch Client: Vitasoy
International
Brief: drive brand and product awareness.
Agency: DDB Hong Kong
Copywriter: Derek Wong
Art director: Edmond Chan
4 Discovery Bay
Project: Siena Two
Client: Hong Kong Resort Brief: push sales for the launch of Discovery
Bay Siena Two apartments.
Agency: Ogilvy and Mather
Creative directors: Carol Lam, Fan Ng
Copywriter: Stephen Kong
Art director: Tom Shum
4 Nokia
Project: Digital/camera phone launch
Client: Nokia
Brief: to launch the brand's new digital/camera phone.
Agency: Bates
Art director: Roald Van Wyk
6 StarHub
Project: Mr Unstoppable
Client: StarHub
Brief: pitch StarHub's Powerchat mobile phone service to the youth
market.
Agency: Batey Singapore
Creative director: Chris Mitchell
Copywriter: Melissa Neo
Art directors: Mark Carolan, Wilton Boey and Ginny Chow
