Provocative pose for Vitasoy TV ad

Saatchi & Saatchi has adopted a controversial approach in putting health on the public agenda in Hong Kong. Its new television campaign for Vitasoy's Calciplus brand - a healthy soy drink - features people in Hong Kong going about their daily lives in their underwear. Saatchis regional executive creative director Craig Davis said the TVC was deliberately produced to be provocative because "by and large, people in Hong Kong are not health conscious" and "they only think about health when they fall sick". This idea is underlined by the theme line: "When you're healthy, your body is the last thing on your mind. Calciplus. High Calcium. Low fat". "Health commercials usually show young, energetic people happily leaping around amid a visually striking backdrop, but this doesn't cut it anymore," Mr Davis told MEDIA. "This is why we have chosen to go the provocative route. We show people from all walks of life doing things in public in their underwear. This symbolises that they are comfortable with themselves, their body and their health," he added. As the commercial unfolds, we hear the thoughts running through the minds of the main characters. A housewife contemplates what to cook for dinner as she stands in a wet market and a pregnant woman wonders when her baby will stop kicking her. "The fact is that Calciplus is a very good product. But we knew that a conventional health message would be too easy to dismiss. This campaign positions the brand as an easy, everyday solution to maintaining a healthy, happy body," said Mr Davis. The campaign was created by David Tsui of Moviola and shot using ordinary people rather than superfit models.

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