Emotional TVC to promote Dah Sing Life values

Two years after launching its brand identity, Dah Sing Life will launch an emotional commercial that will air tonight to promote the brand’s core value of a “Can Do Hong Kong Spirit”.Titled “I Wanna Believe”, the marketing push features highlights of the insurance company’s inaugural program “Pedal Forward to a Brighter Future” held in September, which involved the racing cyclist Kam Po Wong and a group of young volunteers.The 30-second TV spot has a theme song preformed by local signer Mag Lam with lyrics highlighting the brand’s value.[video width="1920" height="1080" mp4="http://images.marketing-interactive.com.s3.amazonaws.com/wp-content/uploads/2014/01/DahSingTVC30s_edit12.mp4"][/video]Camille Tam, head of marketing of Dah Sing Life told Marketing the new ad aims to exemplify the brand message delivered from the monological kick-off commercials launched two years ago."Two years ago we first launch the new identity with two commercial in the form of monologue by the two ambassadors (Wong and Lam). The content in this wave looks beyond shear speech to action, based entirely on our previous CSR event ‘Pedal Forward’ where twelve cameras were mounted to capture the whole process, which afterwards being trimmed into this commercial."Tam said the youthful exuberance of the program participants featured in the ad is to motivate locals to take the first step to realise their goals, to maintain their resolve and to live life to the fullest by trying their best."The key note in this wave is to leverage our real CSR case to mirror our brand value, namely our thematic identity ‘Can Do - Hong Kong Spirit’, which we believe is a very expendable theme as a basement for our future events.”Brokered by PHD Hong Kong, the spot will be broadcasted across mainstream TV stations including free and pay TV until mid February, as well as in-bus televisions and two digital screens located at Time Square and Harbor City.Creative component was handled by New Monday and PR is managed by SPRG.http://www.youtube.com/watch?v=h0IW19rfNRMhttp://www.youtube.com/watch?v=rBkzi1CqBaQ