Provocative pose for Vitasoy TV ad

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