Construction Bank corporate TVC



This is quite an enjoyable TVC. However, I'm not a big fan of corporate advertising, I have to say. In many cases, corporate advertising can only bring up the awareness and saliency of the company. Nothing more. Nothing less. Corporate ads are not really selling any product or service in specific and they usually target at broad audiences. Well, if your audiences are from 3 to 80, how creative can you be ? Creativity is not about pleasing everyone after all. So the corporate ads we see are usually warm, motherhood and nice to watch but easy to forget with cliche messages. For this Construction Bank TVC as an example, its message is basically "Construction Bank helps you realize your dreams". Sounds familiar, doesn't it ? Every bank says so one way or another. While advertising is often taken as the easy way out in corporate communications, PR is in fact a more effective tool for building awareness and image. The Standard Chartered Marathon is a very good example.

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