In the 30-second spot for the infant formula Eye Q, a little boy is with his parents at an interview with his principal teacher. When the principal asks the boy what particular activity he is good at, he replies "poo poo". Then when asked what a colour card reminds him of, he again answers "poo poo".
DDB explains the idea behind this is that it illustrates the unhealthy obsession with intestinal health that is common to many Hong Kong families. The commercial then educates viewers on the facts of brain development and the essential nutrients that Eye Q provides their children.
The campaign will also be supported with print, OOH and online elements.
Credits:
Project Abbott Brain Development Expert Campaign
Agency DDB Group Hong Kong
Client Abbott
Executive creative director Jeffry Gamble
Group creative director May Wong
Senior art director Leslie Wong
Senior copywriter Joshua Wong
Copywriter Ken Kot
President Simone Tam
Business director Lisa Ip
Account director Christina Kwok
Account executive Phoenix Wu
Director of planning Andrew Ho
Associate planning director Kam Fatt Chen
Junior planner Samantha Lee
