The creative execution of the campaign is nicely done, but if I cover the logo, it could be for any mall in Hong Kong. I recall many years ago when Exchange Square and Citibank Building launched with truly eye-opening impact. It's time to bring back that golden period of Hong Kong advertising.
Bajaj: Does a celebrity guarantee sales? This is a question we always debate with clients. I'm not against using celebrity, on the basis that it is right for the brand image. Jackie Chan is famous for his Chinese kung fu master image, he's an action movie star and unbeatable - it all fits well with motorcycles. However, it's quite odd to see Chan this way in the print. Would you buy a kung fu master smiling and greeting like a salesman? Without doing kung fu, why use Chan? Just dressing him as a kung fu master doesn't cut it.
Dockers: Who needs functional pants nowadays?
What is my priority when buying a pair of pants? 'Functional benefit' would definitely be at the bottom of the list. Maybe my father will need such pants, but he wouldn't be interested in going on all the adventurous trips shown. Anyway, the talent is good-looking and the photographer has done a nice job.
Valuair: Don't stop at the first idea. I think every creative person would have come up with this idea when they got the brief. Yes, it's just a promotion, but still that's our job to find a new angle to sell.
Volkswagen: Always a pleasure to watch. I may not be the right person to judge these ads, 'cos I'm a Golf owner myself. And the reason I bought it (though I don't want to admit), is because of its image. Clever, understated, simple and to the point. And, most importantly, they always find a fresh way to talk about very functional benefit. It made me feel so good to be a Golf driver when I see these ads.
McDonald's: A food catalogue in motion. Close ups of fresh fruit rotating, slow-motion shots of water droplets on green leaves, freshly-baked bread from oven.... Yes, yes, yes, food has to be appetising when being sold, healthy or not. But I'm wondering if McDonald's couldn't have had a more interesting story to tell about its greater choice of healthy foods.
1 IFC
Campaign: 'An arena that inspires'
Brief: to showcase IFC Mall's multiple facilities and unique shopping experience
Client: IFC
Agency: Leo Burnett Hong Kong
Creative director: Gordon Hughes
Art directors: Daphne Chan (TVC), William Li (print)
Copywriter: Mabel Lee
Production house: Another Factory
2 Bajaj
Campaign: 'Discover'
Brief: showcase the product and its features
Client: Bajaj India
Agency: Ogilvy & Mather
Creative director: Abhijit Awasthi
Copywriter: Manoj Shetty
Art director: Siddhartha Dutta
Production house: Corcoise Films
3 Dockers
Campaign: 'Defiance Fall Holiday Collection 2004' (Asia-Pacific)
Client: Dockers
Agency: Bates Asia
Executive creative director: Ajay Thrivikraman
Copywriter: Roni Johann
Art director: Leong Kit Sze
Production house: Studio ROM
4 Valuair
Campaign: SIN/Merlion/ Sawasdee/Double Happiness
Brief: To launch Perth service, additional daily flight to Hong Kong, promote Valuair holiday specials, and to promote flights between Singapore and Bangkok, Perth and Hong Kong
Client: Valuair
Agency: Grey Global Group Singapore
Production house: In-house
5 Volkswagen
Campaign : Brand ad and Golf launch
Client: Volkswagen Asia Pacific
Agency: Fallon Asia
Creative director: Calvin Soh
Copywriters: Craig Howie, Raymond Chin
Art directors: Aaron Phua, David Seah
Production house: Stink Productions
6 McDonald's
Campaign: 'Fresh Choices Menu'
Objectives: to improve food quality perception, food relevancy and drive visit frequency
Client: McDonald's Restaurants Hong Kong
Agency: DDB Worldwide Communications Group Inc
Creative directors: CC Tang, Barry Mok, Jeffry Gamble
Copywriter: Frankie Luk
Art director: Louis Fung
Production house: Film Factory
Interested in having your campaigns reviewed? Send submissions to Atifa Hargrave-Silk in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters.
Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong