Benjamin Li
Jul 31, 2013

ADK Taiwan creates retro love story for 3M water purifier

TAIWAN - ADK Taiwan has created a 25-second TVC and three-minute online video titled '在水一方' (Purest Love), which adopts the style of a 1970s Taiwanese romantic film to raise awareness of 3M's Filitrete water purifier.

wide player in 16:9 format. Used on article page for Campaign.

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



Related Articles

Just Published

3 hours ago

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

3 hours ago

How can marketers make better Ramadan ads?

Ramadan and Eid al-Fitr marketing in the region are often made up of damaging tropes and lazy narratives. Experts from Virtue and Vice offer suggestions on breaking clichés and evolving culture along the way.

4 hours ago

Reprise places bets on India hub

AGENCY REPORT CARD: As Reprise looked to increase its performance chops and deliver greater consistency of work for clients, it placed its bets on India. Nearly half of its staff are now based in the market. But was this a growth strategy or a cost-cutting exercise?