Dentsu uses action-film approach for Emperor Bullion branding campaign

Dentsu won the account after a pitch in April. Albert Wong, the agency’s ECD, told Campaign Asia-Pacific that the campaign is intended to elevate the brand's image.

Emperor Bullion has used Cheung as its brand ambassador since last year, but Wong said the brand's previous campaign was glittery and focused on "bling". The agency sensed an opportunity to lift the brand's image by showcasing the award-winning actor, who has been prominently in the public eye after his appearance on last month's JET Magazine.

"We want him to show his true personality, rather than make him looking like promoting investment plans in a dry and hard-selling way," Wong said.

The agency only had 10 hours with Cheung due to his schedule and bad weather, so computer effects were used to enhance the car driving and bombing scenes in the 45-second TVC.

The campaign tagline last year was "現在沒有，將來會有" ("You would achieve what you don’t have today"), which was an encouragement Cheung's wife 關詠荷, also an actress, gave him when he was playing small roles in his early career.

This year's tagline, "現在有，將來可得更多" ("You would achieve more than today") is meant to bring out the brand as the investment partner, Wong said.

The campaign was launched in June and will running throughout the remaining 2013. It includes the 45-second TVC, as well as print, bus and tram-body ads.