ParknShop turns to Ms Wong to reinforce quality

ParknShop has brought back its 20-year old icon “Ms Wong” (黃老太) with a new TV commercial reinforcing her demand for high quality products.

Created by DDB Hong Kong, the 30-second spot reproduces classic plots from the Ms Wong series, with five additional TV commercials to be revealed by the end of this month.

Jessica To, Greater China marketing director at ParknShop, told Marketing the idea seeks to leverage the heritage of ParknShop and Ms Wong, who To said was deeply connected to Hong Kong consumers.

“The real Ms Wong has passed away but her spirit has never died. Our new campaign packages the brand with an academy concept to revitalise our brand icon Ms Wong."

Media buying is managed by PHD Hong Kong and includes OOH, print and executions on MTR's Digital Panel Network.

Agency: DDB Group Hong Kong
Group Creative Director: Francis Chung
Senior Copywriter: Curry Mak
Art Director: Chester Tang, Ivy Wong
Group Account Director: Christina Kwok
Senior Account Executive: Morris Pun
TV Producer: Denise Wong