It’s been two years since Tai Hing Roast Restaurant launched its new brand campaign, which transformed local singer songwriter Eric Kwok into a superhero.
The latest ad, ‘My Hero II’ is a followup campaign in the same vein. This time the brand takes things a step further with its resemblance to Marvel’s Avengers and a Captain America look-a-like armed with a wok that doubles as a shield. The silhouettes in the opening of the ad also seem to pay homage to 007.
What might be clever about the timing of ‘My Hero II’ is its lead up to the release of Captain America: Civil War in May. Tai Hing will be riding the wave of the film franchise’s movie marketing combined with its own as the Marvel characters and Tai Hing’s spinoff stay top-of-mind.
Tai Hing has also been active on social media and is producing funny skits and behind-the-scenes videos that complement the core campaign and ad. The brand is also running a competition to find out who peoples' favourite character is.
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Desmond So蘇偉良 managing partner
Charles Wong黃子豪 creative partner
Benny Yau邱鋭哲 associate creative director
Blue Wong王卓藍 art director
Hugo Tse謝錦豪 art director
Kiren Kwong 鄺子龍 senior copywriter
Kurt Chan陳卓駒 account director
Jeffrey Keung 姜卓非 account manager
Ron Chan陳家朗 account executive
Ada Lee李漪湘 head of digital
Renita Leung 梁愫然 project executive
Media: PHD Hong Kong
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