TamJai SamGor captures the essence of persistence in new extension campaign

As part of its 15th anniversary campaign, TamJai SamGor Mixian has partnered with The Bread Agency again to "keep on spicing up the perseverance" with a new extension campaign featuring local artist Jeffrey Ngai.

The second phase of the campaign consists of an uplifting 15th-anniversary theme song titled “NEVER SAY NEVER”!, celebrating TamJai SamGor’s spirit of tireless effort and constant innovation.  

The song features Ngai as a manga artist trying to get his big break. After having his comics rejected by an editor (played by Japanese actress Lena Fujii), a dejected Ngai finds inspiration from a familiar place - a chance encounter with a TamJai SamGor restaurant serving up his favourite Hong Kong mixian.  

Featuring an energetic rock vibe and empowering lyrics penned by local lyricist Leung Pak Kin, the music video aims to showcase how Ngai perseveres through multiple rejections, fueled by memories of home along with the bold flavour of TamJai SamGor’s mixian. With encouragement from a mysterious muse played by Japanese actress Alisa Sakamoto, he finally creates a hit manga that becomes popular across Japan. 

It was also produced and arranged by local producer Edward Chan, while Anson Chan@emp brought it to life with a dynamic J-Rock style. 

To engage a wider audience, the brand dispatched trucks equipped with giant TVs to broadcast the video across Hong Kong. Teams on the ground handed out discount coupons and lyric cards to curious crowds. QR codes on the cards and on the truck bodies also let viewers revisit the MV any time they want.  

As part of the extension campaign, a series of 15-second commercials, print ads and PR activations will be launched to spread the word about the brand’s food innovation, including SamGor Black Garlic Miso Broth Mixian with Pork Belly Roll & Soft-Boiled Egg and SamGor Black Garlic Miso Broth Mixian with Premium Beef Slices & Soft-Boiled Egg. 

SamGor members can now experience the new taste with member exclusive offer when ordering Premium Beef Slices & Soft-Boiled Egg version on mobile app.

Maggie Sze, marketing director at TamJai SamGor Mixian, said that, “Teaming up with Ngai and The Bread Digital on our second campaign together was fantastic. The high-energy music video perfectly captures the essence of persistence in pursuing your dreams, despite the challenges we face - a message that strongly resonates with TamJai SamGor's passionate, unwavering spirit in spicing up every bowl of noodles. To ramp up the awareness of the campaign, we partner with The Bridge Agency on strategic PR plans.”  

The song’s uplifting message of persistence aligns with Ngai’s own experience chasing dreams right now. “We had the absolute pleasure of collaborating with TamJai SamGor and Ngai on this exciting project,” said Hang Law, creative partner at The Bread Digital. “Crafting an original song and music video for the brand was an incredibly creative, out-of-the-box idea that generated tremendous buzz and market attention.” 

Natalie Cheung, senior account manager at The Bread Digital, added that “Filming the MV in Tokyo made this campaign a pleasure to work on. We aimed to deliver an experience, not just an ad - the music video draws you into Jeffrey's journey, and when combined with interactive elements, we built a campaign that goes beyond passive viewing."  

Don't miss: TamJai SamGor inspires HKers to 'spice up perseverance' with new campaign

The anniversary campaign kicked off by inviting a number of celebrities and KOLs in various fields to participate in a thematic video in August, including actor Peter Chan, top-of-the-class tutor YY LAM, hosts of “Rice Zi” (米紙) Fiona, Sybil, Ruby, breakdancing athletes C Plus and experienced store manager TamJai SamGor’s Jei Jei (瓊姐) & Gor Gor (阿斌).

With the slogan “Keep on spicing up the perseverance” (堅持辣着), the campaign aims to build a deep emotional connection with countless supporters through the mutual love of spiciness, and TamJai SamGor Mixian has strived to keep on bringing waves of numbing sensations to everyone.

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