Centaline Corporate TVC




Do you find all corporate TVC are more or less the same ? They are not too memorable and most of the time, you just can't tell which is which. The reason is quite simple if we analyse the messages and supports of these ads. Messages are generic. One way or another, they tell you the company grows up with you and has been helping you in every stage of life, like this Centaline TVC plus all others : HSBC, Construction Bank, Cathay Pacific, you name it. When everyone is saying more or less the same thing, how could any single one cut through ? Creative execution has a role to play to make a difference but that has limit. It still the message that counts. Another thing is that these ads usually lack supports. The reasons why and the hows. For example, for this Centaline ad, should it at least say something about how many professional agents are helping you find the perfect home ? Or the number of people they have helped in the past 30 years ? Without supports of some kind, it's just empty talk in a way.


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