McDonald’s Dim Jack to "hijack" HKTV's drama to promote Chicken nuggets

HKTV is trying to carry through its best selling point of creativity from TV dramas to ad breaks with a new McDonald’s TV ad that sync with one of its flagship TV drama "Borderline"(警界線).

Co-created by McDonald’s Hong Kong, HKTV along with agencies DDB Group Hong Kong and OMD Hong Kong, the hilarious crossover is what McDonald's calls the "first activation idea to hijack", well, at least in Hong Kong, TV dramas in an "unexpected way" to back its festive product - the Sharing Box - with its popular brand ambassador Dim Jack.

Right after a scene from the series, Dim Jack re-appears in the very same scene encountering one of the leading characters ‘Inspector Ying’ (played by Lawrence Chou).

The second video features another key scene in the last episode of Borderline, in which Dim Jack and Joman (played by Joman Chiang) appear on screen together in an astonishing crossover scene.

A teaser TVC was launched prior to the campaign to reignite the memory of Dim Jack stealing people’s favourite "dip dip sauces".

The TV drama cranked up two years ago but the ad is finished in a day two weeks after the placement idea sprouted. The ad has sparked concerns over the stark contrast of the ad's tone and manner that may interrupt the viewing experience on the police procedural series.

But that, as HKTV director M.C. So points out, should not be a problem as audience in Hong Kong shows high acceptance of new ideas.

"It's the same with all traditinoal TV ads during breaks which are showing different ambiances from TV dramas. Only this time we are adding a sense of humour in it," So told Marketing.

“The hijack has video really caused a stir among consumers who are truly engaged by our message,” said Yvonne Tang, Marketing Director of McDonald’s.

"Netizens have taken to social platforms commenting how much they love this smart way of advertising, with some even searching online for the specific episode of Borderline after watching the commercial."

The campaign will continue to hijack other forms of media, including radio, magazines and social networking sites.

Dim Jack will also make appearances in McDonald’s stores throughout Hong Kong bringing the joy of sharing to everyone during Christmas.

Client: McDonald’s Hong Kong
Creative Agency: DDB Group Hong Kong
ECD: Clifford Ng
Creative Team: Frankie Fung, Paul Yu, Ben Ling, Tony Cheung, Nelson Tsui
Account Servicing: Jan Lee, Tom Wong, Koey Kong, Connie Yeung
Planner: Andreas Krasser
Producer: Annie Tong, Denise Wong
Media Agency: OMD Hong Kong
Planning: Germaine Tse, Tiffany Cheng, Phoebe Ng, Yvonne Chiu
Buying: Derek Yip, Eppie Tsang, Pez Mo, Verna Kwan
Digital: Queenie Shek, Kenneth Li

Director: M.C. So
Sales Team: Augustin Cheng, Agnes Chen
Production Team: Lilian Fung
Marketing Team
Artists: Lawrence Chou, Joman Chiang
TVC Directors: Man Chung – Film Factory, Barry Mok – Bingo