Sun Life Financial


The other day one of my friends in marketing asked me whether I have seen a "永明金融" TV ad, saying that it was quite good. I said "No, I don't remember". Then she described the ad : "a financial consultant talks fast and non-sense and the other takes the effort to explain to client's understanding ...." Then I said "Yes I have definitely seen it..."
Afterwards, I paid special attention to this ad and from hindsight, branding in this ad is quite weak. I heard the VO mention about "永明金融" and then I saw a brief Super of branding at the end. A matter of 1-2 seconds. That's it. A good ad is wasted if we can't turn executional cut-through into branded cut-through.

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