Ad Watch_MMHK Aug

Phillis Ho
Media Director
Tomorrow Group

Leo Burnett's cracking a giant egg over Chicago (5 stars)

What better way than this to deliver a brutally simple selling proposition - fresh eggs every morning by McDonald's. The medium is smartly used here and it works extremely well with the creative. The unusually large egg shape putting up on the lamp post not only draws people's attention but the whole concept also delivers a clear and visually understandable advertising message to anyone-which is exactly what they want to target. Less is More. 

Sweden's Forsman & Borsfors -Come to IKEA's closet (3 stars)

IKEA is always good in creating a lot of design options and "mood alternatives" to customers who appeal to DIY home decoration style and its advertising approach has always been sticking to this fundamental approach. Its latest advertising campaign now running in Sweden: Come to the closet, I'd say, is nothing new but an interactive version. While interactive advertising is a "hot" advertising approach these days, this campaign doesn't really tell much of a story. The fact that they have added the "self-composed" music option and the interactive mechanism between the users and the characters by clapping hands doesn't add any additional values to the brand and the campaign in itself. It may appeal to the kids, but I doubt they are to run this campaign to target the high school students.