Hong Kong icon McDull stars in campaign for Manulife VHIS scheme

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Since Hong Kong introduced the Voluntary Health Insurance Scheme (VHIS) last year, Manulife Hong Kong has been launching campaigns promoting its related products. For its latest ad push, the insurance company has featured one of Hong Kong's most iconic cartoons, McDull.

The ad pays homage to a memorable scene from the iconic 2001 film, My Life as McDull, where the pig character of McDull and his mother Mrs Mak attempt to order food from a restaurant that offers too many choices. In the ad's version, Mrs Mak inquires about several medical products on offer but her choices are all unavailable. In response, McDull chooses a VHIS scheme offered by Manulife Hong Kong but Mrs Mak – humorously staying true to her character – says she'll have to take more than a year to consider even if it is a good choice.

The plan in question is being sold on features like allowing patients to seek treatment at a private hospital, choosing their doctor, and minimising waiting times.

“Through McDull, we want to do a parody based on this very memorable scene to illustrate the fact in a light-hearted way that, having a choice matters especially when it comes to medical issues,” said Jeffry Gamble, chief creative officer at Dentsumcgarrybowen International.

Manulife Hong Kong has also created a series of other branded McDull short videos, calling out at common medical treatments that can be helped in a timely fashion.

“VHIS provides consumers with greater confidence in purchasing health insurance and using private healthcare services when in need. Through our latest campaign, we are reminding consumers that with VHIS plans, not only they can enjoy tax benefits but also the freedom of choosing the medical treatments they deserve," said Isabella Lau, chief customer officer of Manulife Hong Kong.