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