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:
Ogilvy & Mather HK
HOT: Optical 88
This brand has a 30-year history and 20 years ago had a remarkable and successful campaign, but the brand has become less relevant to people over time, appearing old fashioned to the younger segment.
This is the first branding TVC it has done since using the bear icon to rejuvenate the brand three years ago. I like the story because it is simple and touches people’s hearts. It uses the glasses the father has worn all these years as a key device to show how much the family has gone through together since the baby girl was born. It is a smart way to insert the brand’s role into the TVC.
Second, it uses many local elements and lifestyles throughout the video to build relevance with the audience. Last, but not least, it uses a local production house to appeal to locals as it is completely made in Hong Kong for Hongkongers.
NOT: GUNS N PICKLES
I came across this ad randomly on an advertising web page. Its visual drew my attention, so I clicked on the link to see what it was about.
I was hoping to see something unexpected or fun, but I was wrong.
It claims that there are many mass shootings, but movie studios are still making films and hyper-glorifying guns/weapons in their movie posters. This ad is trying to alert people that it’s unhealthy having outdoor poster areas with guns where children can see them; so they are trying to raise awareness by replacing guns with pickles.
But it didn’t work for me because I couldn’t find a clue that would help me support the cause or raise the gun debate to another level. It catches the eyeballs, but fails to deliver what they want.