Richard Yu, chief creative officer of the agency, told Campaign Asia-Pacific, that many families in Taiwan worry about the cleanliness of water, yet awareness of 3M's purifiers is low. This is the brand's first TV ad campaign to raise awareness in the category.
The TVC and online video uses the format of popular '70s Taiwanese films, many of which adapted the work of popular novelist 瓊瑤 (Qiong Yao).
The TVC and video feature a pair of lovers who are about to part, as the man is getting ready to go to abroad. When he tries to soothe his girlfriend by passing her a glass of water, she becomes even more upset, worried about whether the water is clean. The boyfriend saves the day by revealing his prior purchase of a 3M water purifier—as well as a portable one he is taking with him.
Creative director: Richard Yu and Kurt Lin
Copywriter: Jean Shih and Tung Wang
Art direction: Yves Huang, Barbie Lin, Arthur Liu and Lisa Wang
Production hose: Fish Film Production
Producer: Hugo Tsai
Director: Wang-Lin Lee