Lam Soon looks to refresh Knife Oil brand

LAM SOON   DDB   CAMPAIGN   MINDSHARE 

Hong Kong - Lam Soon Oils' Knife brand has rolled out a TV campaign aimed at striking an emotional chord among mothers in an effort to refresh its brand. 

The TV commercial created by DDB Hong Kong, features the unconditional love between a mother and her son. 

Karen Wong, creative director for DDB Hong Kong, explained that the central idea to the ad is that no one is better than mum.

The TV spot features a young son who is embarrassed to be seen holding hands with his mother in public.

At home, the mother was preparing dinner when she cut her finger. In the last scene, mother and son were sitting on a couch and he asked if her finger hurts. Gently holding her injured hand, he snuggled up to her to show his love.   

Wong said the emphasis on the mother and son holding hands was very important as it signifies the close bond they share with each other.

"The actors' bring a real sense of humanity to the commercial and I believe it will touch many viewers," she added. 

In addition to the TVC, a print advertisement will launch later this month. 

Mindshare handled media buying and planning for this campaign. 

________________________________________________________________________________

More quality Lighthouse titles 

Managing people? For HR and leadership strategy, Human Resources has it covered. 

Want to get on the right side of the procurement department? 
Direct them to Procurement Asia.