Jojo Chan, senior advisor of the restaurant group, said that the TVC, in the style of a superhero movie trailer, is quite a breakthrough for a fast casual restaurant. Tai Hing hopes to attract a younger crowd.
Uth Creative Group, founded by former JWT Hong Kong chief executive Desmond So, is the creative agency behind the campaign.
The initiative marks the first time for Tai Hing to use a brand ambassador. Kwok is known for his slight resemblance to the Iron Man star Robert Downey Jr and has emulated the ‘Iron Man look’ at concerts, an exhibition, and his wedding photos, which recently generated lots of interest in Hong Kong. Just in case viewers were in any doubt as to his status, the words ‘Super Hero’ flash across the screen in the TVC.
In the TVC Kwok receives a mystery call from a Ray C instructing him to meet at Tai Hing. Since Ray is not Chinese, Kwok addresses him in English and asks if he is going to have to save the world again. In fluent Cantonese, Ray then berates him for being pretentious and reveals that he just wanted to invite him for a glass of chilled milk tea. The tea is the restaurant’s ‘hero’ product.
As part of its 25th anniversary campaign, Tai Hing has created a brand new can product of the Chilled Milk tea, which will also be available on local airline Dragonair from March for six months.
So denied the ad had lifted the Iron Man character. There are no direct references to Iron Man, and it is up to audiences to make their own interpretation, he said.
So commented that many fast-food restaurants in Hong Kong target younger consumers but their ads are mostly very conservative. “Half the TVCs focus on the close-up food shots and food products, with some young actors eating the food. The tone and manner does not help rejuvenate the brands,” he said.
He suggested that agencies and clients need to find common interests and topics that young people like in order to build a connection.
The TVC will run on Focus Media’s OOH TV network as well as the big TV screen at Times Square in Causeway Bay and on YouTube, and is supported by bus body ads.
The 25th anniversary campaign will run throughout the year. PHD is the media agency partner.
Desmond So, Managing partner
Charles Wong,Creative partner
Arthur Lam, Associate creative director
Yung Chan, Senior art director
Dorothea Liu, Associate account director
Jim Leung, Senior account executive