The Publicis-created campaign, with media handled by Starcom, features a bespectacled geek who steals the used tissues from a pretty female colleague. Panic ensues when he realises he has put the tissue in the washing machine - before he manages to salvage it. “It’s still so strong even when it’s soaking wet,” explains the voiceover.
The spot has generated some negative feedback in the local press for its sexual overtones, although Publicis has been quick to point out that there has been healthy support for the ad on various internet forums.
“As the leading brand in tissue quality, we always try to use a fresh and humorous approach, and push it a little bit further to create empathy,” said Publicis Hong Kong GM Sue McCusker.
