Ad watch MMHK July

What's HOT 4 stars

Canon Copier - Jun 08 

The new Canon Copier TV campaign expresses the added value of its product in a humorous and refreshing way. Security, reliability and productivity are always some of the top-of-mind considerations within the office environment, and yet they are not as directly or immediately associated with photo-copiers. The exaggerating characters from the janitor to the secretary are so full of fun and empathy. The very day-to-day scenarios, such as an outsider threatening the office security out of the blue and a boss asking a stupid question from nowhere, are just more than common in a workplace. What's always lacking? There's a business solution. Idea is simple.  The spot is memorable and entertaining.  The message conveyed is more than straight-forward, yet not in any way hard-selling.   

What's NOT 2 stars

Volkswagen Brand Campaign - Jun 08

These are nice ads at first glance, especially in print and outdoor. Attributes being highlighted such as powerful engine, design & innovation, eco-friendly technology can somehow connect with actual consumer needs. VW has taken the lead to expand to mass over the century.  The question for today is: who wants an automobile brand that everyone loves or loved by everyone? German technology in the auto industry is nothing new to HK people.  Not new as far as VW is concerned. The TVC might work in mainland, but perhaps not for HK, or at least not for me.  Storyline and execution is neat, which should be able to answer the brief.  I feel rather uncertain about the hilarious situation and psychological status projected.  Are potential car owners in HK looking for this type of envy and admiration from the others?