Taipan Mooncake ad does away with 'old school'

Metta Communications, which won the Taipan Mooncake’s creative account last May, crafted its first ad campaign.

Metta’s humourous creative execution of Taipan Snowy Mooncakes ad campaign breaks away from the conventional mooncakes’ ads in Hong Kong which stress on ‘homey family gathering and gift-giving’

The tagline for this new ad is ‘Do away with old school’, the plot of the 30-sec TVC is about a quirky man names ‘Old School’ who bugs and follows another guy names ‘Buddy’ day and night, when Buddy is at the gym, dating, in a bath or even when he is asleep, then when he receives a box of Tai Pan Mooncake’s out of nowhere, and ‘Old School’ just bounce out of sight like a rocket.

Traditionally mooncakes are often seen as oily and ‘unhealthy’, Tai Pan Mooncake has dozen of flavours catering to the health-conscious younger generation for this traditional Mid-Autumn Festival.

The ad campaign consists of TV, print, radio ads, OOH is running now till mid-September, when the ubiquitous mooncake ads prior the Mid-Autumn Festival is the peak season for mooncake-consumption as part of the gift-giving custom.

Tai Pan Bread and Cake is a home-grown company that was established in 1984. It pioneered the frozen 'snowy mooncakes' in 1989, bringing significant continued success with a signature new product, as mooncakes are normally eaten at room temperature.

Credits

Client Taipan Bread and Cake
Project Taipan Snowy Mooncake ad campaign
Metta creative team Andrew Lee, Ng Siu-hung, Matt tse, Silent Wong
Exposure TV, print, OOH, radio