Benjamin Li
Nov 15, 2013

Pizza Hut Hong Kong takes emotional approach in festive-season campaign

HONG KONG - In a departure from its normal product-oriented advertising, Pizza Hut Hong Kong takes an emotional turn in a new 60-second TV commercial featuring a touching family story and an original song.

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

Richard Leong, marketing director of Pizza Hut Hong Kong, told Campaign Asia-Pacific that the story builds on a consumer insight about the generation gap and bonding, a relevant topic in Hong Kong due to its ageing population. The TVC features the close relationship between a father and daughter.

The girl has grown up and has started dating, leading her father to feel saddened by the distance between them. While dining together in a Pizza Hut, however, she gives her father a special gift: “It’s a gift of a song from the daughter,” said Leong. “This was performed by singer Fiona Hung (馮曦妤), and specially composed by Chan Kwong Wing (陳光榮).  Called ‘For You’, it tells of the one kind of love that never changes.”

The ad, by Pizza Hut's long-term agency partner Havas Worldwide Hong Kong (Mindshare is the media agency), launched on TVB Jade and J2 yesterday. The campaign strategy also includes two 20-second TVCs, one in the form of a movie trailer that will also be running in cinemas, as well as OOH and print campaigns. In addition, an interactive game on the brand’s Facebook page engages consumers to send thoughtful messages to loved ones. Winners can get an exclusive CD.

“Hong Kong is a hectic city, with most people tending to focus too much on their work, and they can easily neglect those that they care for. Through the campaign, we would like to remind people in Hong Kong to show gratitude and strengthen their connections with their loved ones,” said CC Tang, chairman of Havas Worldwide Hong Kong and chief creative officer of Greater China.

Related Articles

Just Published

21 hours ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

21 hours ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

21 hours ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

21 hours ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.