When a split second can make all the difference

<p>Timing is everything - this is the message of the brand-new </p><p>campaign devised for Speedpost by Saatchi & Saatchi Hong Kong, which won </p><p>the business from Ogilvy & Mather late last year. </p><p><BR><BR> </p><p>Launched just days ago, the first TVC in a series of three depicted the </p><p>story of a female executive constantly beaten by the clock - she misses </p><p>the lift, someone grabs a cab seconds before her, the grocery shop </p><p>shutters slam shut moments before she arrives - and then she gets caught </p><p>in a downpour. </p><p><BR><BR> </p><p>The follow-up TVC shows just how a few seconds could have made all the </p><p>difference in the way her evening turned out. </p><p><BR><BR> </p><p>The spots are eye-catching primarily for their use of a horizontal </p><p>split-screen - the first 45-second commercial will run only once, with </p><p>the follow-up 60-second version showing both sides of the same </p><p>story. </p><p><BR><BR> </p><p>The third phase involves 20-second cut-downs of the story, including </p><p>scenes not used in the original two TVCs. </p><p><BR><BR> </p><p>"Speedpost owns the concept that the audience understands the value of </p><p>time, and we wanted something with a lot of watchability," Saatchis ECD </p><p>and regional CD Craig Davies told MEDIA. </p><p><BR><BR> </p><p>The spots were written by Mr Davies, Daniel Lim and Joseph Au-Yeung; art </p><p>directed by Francis Wee, produced by Sita Yeung and directed by Adam </p><p>Blakelock of Pod Films (Australia). </p><p><BR><BR> </p><p>Uptown Music in Hong Kong wrote the accompanying track. </p><p><BR><BR> </p>