Bank of China TVC

I'm sure that you have seen this thematic TVC from Bank of China. It's quite a good ad that involves the audience and provokes their thoughts. (although I think I have seen such creative in foreign ads before... it's alright... it's creative as long as the audience haven't seen similar ads before). There is yet one key shortfall about this ad. That is, it takes full concentration on the ad to tell what the words are. We know in real life almost none of our audience (except ourselves as marketers) would put their full concentration on an ad. Improvement ? Yes, we can cut down one or two words and grab more attention of audience by using more catchy music.

Having said all these, this creative idea is pretty handy for us to borrow. All we need is to pick a right word to send our message and then look for some stock photos.