MTR customer care ad


Sometimes we find ads that are really literal. Creativity is lacking where these ads just 劃公仔劃埋D腸. In this MTR customer care ad, the headline says 掛在心 and they just really 掛D乘客在心 in the key visual. It's a discipline to send benefit-oriented key message in our communications and it just fails to convey any. Worse still, when I get at the body copies, this ad is in fact about voting for the best service MTR staff. The whole thing is missing the point...

Comments

Post a Comment

Popular posts from this blog

Support the 2012 constitutional package !

Image
Will you be more inclined to support the 2012 constitutional package after watching this ad ? It just provokes more criticisms. Advocacy advertising is an two-edge sword and it's not easy to handle. When done badly, it would only work against you. Advertising is considered not so credible and using advertising to advocate an issue would easily attract more rejections and cynicism. Our government should learn more from the political advertising in countries like the US and the UK . They have one common characteristic, that is, emotional appeal.
Read more

Vono Mattress

Image
Speaking of mattress, Chinese New year is round the corner and it's the peak season for the selling furnitures. Vono, you may not have heard of this brand of Mattress. But you must have heard of Slumberland. Vono is in fact a lower range of mattresses produced in the same plants with similar technologies as Slumberland. So in a way, it's a poor-man Slumberland like Rolex vs Tudor. Different positioning, different brand and this is how we can avoid dilution of our core brand. The last thing we want to have is a brand that represents high price, low price, high-tech, low-tech, for kids, for adults, for the rich, for the poor, all at the same time. Don't have the money to start another brand ? That's your problem. Using your premium brand to sell lower-range products may be profitable in the short-run but it's a strategy proven unprofitable in the long-run.
Read more

芬達 Fanta Da咩"火羅"!

Image
What does it mean by Da咩"火羅" ? Da咩 is Japanese meaning No/Stop. "火羅" is Cantonese slang meaning embarrassment. So the ad is trying to say you are smart drinking Fanta and there is no more embarrassment. Yes yes yes you are clever enough to understand what Da咩"火羅" means and there is no need for me to explain. This was exactly what I had in mind when I heard the radio ad of Fanta explaining what Da咩"火羅" means ! The ad is intended to create some kind of new buzzword for the young in the hope that it will be a 潮語 among them. Yet it is feared that this new buzzword is not understood. So an radio ad is produced to explain. Who planned all these ? The adult marketers. Buzz is not created by advertising. It tells in your face. It's not quite the way of communications to the young.
Read more