Crispix: I like the simplicity of the campaign. I like the tagline, 'Seriously Unserious Cereal'. And I like the endless execution possibilities that can be derived from this platform. But I really hate the overacting talents. Do they really have to exaggerate their facial expression to deliver the humour? Don't they believe that understated and subtle humor can work better? Or have the talents been watching too many Cantonese comedies?
Skechers: To sell a pair of retro skechers, modern bus shelters, electric boxes and giant, three-dimensional mock-ups are used. And the tagline is, 'I love retro'. But I guess there must be a better way to sell the idea of retro, because the platforms used are not very retro. What about worn out-looking posters, repackaging trams, or old-looking movie posters in cinemas? Another golden opportunity missed.
Sensa Cool: A classic problem/solution commercial. So classic, I almost think it's from the 1980s. There's even a spokesman who appears in the TVC to explain the product usage. No, I am not particularly against this type of commercial. Sometimes I even find them effective and insightful.
Look at some of the early works of Alka Seltzer or more recent campaigns by Oil of Ulan. They interrogate the product to produce consumer benefits.
But watching the Sensa Cool commercial is like listening to an insurance salesman. Everything is forgotten in two minutes.
BBC: Someone has come up with a very good strategy. But I think the creative isn't working hard enough. It should go deeper and the content should be more inspirational to read. Afterall, BBC is for intelligent viewers and intelligent people like to read.
Aviva: This outdoor ad might as well be a print ad - but even then it wouldn't be a good one. The art direction is brochure-like and the headline looks as though it has been taken from the creative brief.
Kasey Lin is head of creative at MK2 Communications
1: Philam
Project name: Growing as you grow
Client: Philam Group
Objective: Promote the fact that the group offers a range of finance
and wealth management products, not just insurance.
Agency: Ogilvy & Mather, Manila
2: Crispix
Project name: Seriously Unserious Cereal
Client: Kellogg's
Objective: Inject some fun into breakfast time.
Agency: Leo Burnett, Sydney
Creative director: Nick Souter Art director: Micah Walker
Copywriter: Greg Logan
Photographer: The Look Agency
3: Skechers
Project name: Skechers Retro Client: Skechers Objective: To promote
Skechers Retro.
Agency: DDB Hong Kong
Creative director: Colin Ruffell Art directors: Alan Cheung, Louis Fung
Copywriter: Frankie Fung
4: Sensa Cool
Project name: MRI Scan
Client name: Getz Bros. & Co. (HK) Ltd
Objective: To increase the brand awareness and product registration.
Agency: BBDO Hong Kong
Art director: Samuel Ho
Copywriter: Erica Sham
Production house: CM Studio
5: BBC
Project name: Demand a broader view
Client name: BBC
Objective: Drive awareness of the BBC's service as the most informed
and independent available.
Objective: WARL Change Behaviour (UK)
Creative director: Tommy Adkins
Copywriter: Sarah Lindsay
Art director: Alison Man
6: Aviva
Project name: Travel insurance
Client name: Aviva Group
Objective: Persuade uninsured travellers going to the airport to call
Aviva and sign up for travel insurance.
Creative Agency: Citigate Window Creative, Hong Kong
Creative director: Simon Cheung
Art director: Sujith Kumara
Copywriter: Mark Kong
Interested in having your campaigns reviewed? Send submissions to Alfred Hille 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, 28/F, Dorset House, 979 King's Road, Quarry Bay, Hong Kong.