AD WATCH: A Spoon Digital creative partner's most/least favourite ads

AD WATCH features marketing industry figures providing their opinions on what they think is some of the most inspiring and disappointing work they've seen. As long as it's not their own!

On this edition:



Hardy Lam
Creative partner
Spoon Digital



HOT: HSBC Insurance – ballet daddy version

People seem to have a good impression of HSBC Insurance’s advertisement, and the theme of a father’s commitment to his daughter can’t be lost on this generation. Dad’s casting gets extra points, the plot is just right, and the scenes are not heavy.

The financial sector is always striving for the image of stability. I think the calculations for this commercial were accurate and clean, aimed at the group that enjoys quality time at home while watching TV. It made me feel light-hearted and relaxed.


NOT: Solvil et Titus, committed couple – a lifetime of agreement

On the other hand, Titus continued to play upon its “Time Machine” angle. The classic golden song of the 1990s is accompanied by two fairy tale lovers, with the last bonus scene being overlapped in time and space.

The company must believe there is an audience to whom this angle still appeals. However, the pertinent question is regarding the current audience: do they still believe in this fairy tale?

This article was produced for the April issue of Marketing Magazine. For more features, and other magazine-exclusive content from this and upcoming issues, you can subscribe to receive your print copy here or can read our digital version in its entirety here.