Ad Nut
Jul 28, 2017

You are 'Mr Chan' in new Hong Kong Airlines spot

In which the carrier keeps its celebrity brand ambassador off camera until the very end.

A new TVC for Hong Kong Airlines by DDB Group Hong Kong takes a clever approach to using a celebrity endorser: Not showing the celebrity (except at the end). This not only builds a puzzle into the spot, perhaps increasing attention, but also lets the viewer experience the treatment that, according to the tagline, the airline gives to all its customers.

Ad Nut's cynical side notes that reducing the celebrity's screen time could have reduced cost and fuss as well, but if you flip through the playlist Ad Nut embedded above, you'll see that the shoot included 'Mr Chan' doing a number of silly bits with a cabin crew. 

The campaign is connected to the launch of the airline's first North American route, to Vancouver, which it started operating on 30 June. Running in APAC and in North America, the TVC is supported by print, social media and a launch event. 

CREDITS

Client: Hong Kong Airlines
Agency: DDB Group Hong Kong
Director of Client Services: Benny Ko
Creative Director: Jay Lee, Leslie Wong
Associate Strategy Director: Adrian Tso
Associate Creative Director: Andy Wong
Associate Art Director: Venus Li
Senior Account Director: Cafy Choi
Account Executive: Kelsey Wong
Head of TV production: Annie Tong
TV Producer: Denise Wong
Media Agency: MEC Global

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.