Shangri-La's much anticipated global branding campaign 'It's in our nature' was created by Ogilvy & Mather Hong Kong in partnership with creative director Pierre Desfretier. The campaign set out to express the group's distinctive philosophy of hospitality during the past four decades.
Andrew Lok: Near death experiences make for beautiful commercials. Its flawless execution and the provoking proposition at the end make me happy to have spent a few precious minutes of my life watching it.
Rajesh Menon: Having worked on hotel accounts, I know how tough this category is. Hospitality and service are basic benefits. So the message is nothing new. But congratulations to the agency for pushing it. And for convincing the client to spend tons of money on production. And for doing a great job in terms of art direction. But having said that, do the ads convince me that the Shangri-La is the place to stay? Hmmm... no. For the money I'd pay to stay there, I'd expect warm, friendly hospitality. The Holiday Inn 'Stay you' campaign seems far more genuine.
These comments were originally published in the 17 June 2010 issue of Media.
