HKTVmall has unleashed another OOH campaign at MTR to back its new frozen meat line, done by satirical publisher 100Most (100ćŻ).
The campaign comprises a set of eight main visuals, each of them spotlights one cloze sentence encouraging viewers to guess the missing words.
The cloze quizzes areÂ not designed to be challenging, as all of them are humorously andÂ satirically reflecting on some of the most trending social and political issuesÂ that have become the talk of the town.
Version 1Â –Â AboutÂ chief executiveÂ CY Leung’s vehement daughter:
Version 2Â –Â About TVB’s notoriousÂ drama quality.
Version 3Â –Â AboutÂ ATV’s late payment of wages:
Version 4Â – About theÂ Life College scandal, withÂ itsÂ doctorate degrees suspected ofÂ being fake.
Version 5 – About an off-key performance of local actress and singerÂ Liza Wang at TVB Jade Solid Gold Music Awards 2015 (Selection Part 1).
Version 6 – About MTR’sÂ recurrentÂ technicalÂ glitches.
Version 7 – About Hong Kong’s lead-in drinking water crisis.
Version 8 – About everything you can think of.
The commercialÂ is a work of delightful satire, while delivering aÂ clearÂ message that isÂ amplifiedÂ by simple execution and neat design.
“This approach aims to carry through a sense of humour in our ads from the previous MTR takeover,” saidÂ Jessie Cheng,Â associate directorÂ ofÂ corporateÂ communications at Hong Kong Television Network.
“We hope to engage viewersÂ byÂ asking them to figure out the missingÂ words from the sentences, making passer-by to take a pause in front of the ads and absorb the messages.”
The campaign covers all the MTR stations and selective bus shelters in Hong Kong, running until mid-January.