Swire Travel TVC

Some ads are nice to watch yet fail to make an impression or get us to remember. Creativity is an important but not the only factor. Back to basics. Ask ourselves : why do we do an ad in the first place ? Primarily, we have a message to send to our consumers, a message that helps sell our product or service. In order to do that, we need a benefit-oriented message and it should be relevant to the target consumers. Otherwise, your consumers will never remember your message. Back to this ad of Swire Travel. We would see that there is a message : "Swire Travel helps you 忙裹偷閒". It's a benefit-oriented message alright. But what is missing ? The support, the reason why, the how. Without that, consumers will not be motivated to buy from you even if you have a benefit-oriented message.