曾志偉 in 奇華月餅 TVC


Taught a brand communications class last weekend and one of the students asked me whether 曾志偉 is the right celebrity for 奇華. She thinks he's not the right one. I said I'm natural in a sense. I feel that celebrity is over-used in HK but compared with other ads featuring celebrities, the 奇華月餅 ads are not too bad. The argument is that an ad needs a creative idea and whether we should use celebrity depends on whether the celebrity would add value to the ad like image transfer, credibility and attention grabbing. In the case of 奇華月餅 TVC, the lead actor is the the dog actually and the appearance of 曾志偉 reminds us of the brand where 曾志偉 has been established with an image of "father" (and he's in real life) in the past 奇華月餅 TVCs, the receiver of the gift.

On the other hand, however, the appearance of 曾志偉 in the 香港奇禮 is not that convincing. While he may be a good father, we can't relate him as a good son. The ad is fun to watch but 曾志偉 doesn't add to the credibility. The act could have been done by someone else, another celebrity or non-celebrity maybe.

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