The ad conveys the idea that germs won’t give advance notice before they strike, Albert Wong, ECD for Dentsu Hong Kong told Campaign Asia-Pacific.
The TVC shows a gang of robbers storming a shop, but in the witty twist the brand's advertising is known for, they carry out the robbery with toy guns and 'steal' only fake jewellery that they brought with them. Before departing, they announce that their visit was only a rehearsal, and that they will return the following day for the 'real thing'.
“Of course in real life, it will not happen that way," Wong said. "Germs also would not give such a prior warning when they want to attack us, so it is crucial to boost up our foundation for a strong body."
The client believes that the TVC, which is running on TVB Jade from April through the end of the year, will cover its core consumer targets. Dentsu handles both the creative and media placement for the campaign.
Dentsu has held the Yakult creative account for almost 10 years. “The challenge for us as creative is the product does not change, and there is no new formula, so we need to find new angles to show its benefits in a humorous way,” Wong said.
Client: Yakult Hong Kong Ltd
Title of TVC: Robbery
Advertising agency: Dentsu Hong Kong Ltd
Executive creative director: Albert Wong
Group creative director: Sammy Lau
Creative director: Anne Lam
Copywriter: Anne Lam
Art director: Gary Lam, Jasmine Wong
Agency producer: Elisa Leung
Film production company: Film Factory
Director: Chan Man Chung
Cinematographer: Kris Lo
Film Producer: May Tang
Editor: Holly Ho of Touches
Music: Chan Kwong Wing of Click Music