Toyota HK features Sai So's story in video series to honour fathers

A day of honouring fatherhood and paternal bonds, Father’s Day is a widely celebrated festival, with many brands leveraging this opportunity to praise fathers for their commitment to families. Toyota Hong Kong launched a campaign telling the story of Hong Kong-based DJ So Yiu Chung (Sai So/細So).

The company launched a video about So’s life as he has a father and three older brothers. As his brothers are much older than him, So grew up in an environment with four father figures. 

The first video in the series sees So go on a family road trip where he shares the fun and memories experienced with his father and three older brothers while growing up. He tells how they helped inspire his passion for music and love for the ocean. To express his gratitude to his father and brothers, So performs a self-composed song by the sea to conclude the video. 

“Toyota is a brand that has a deep connection with Hong Kong people and brings families together throughout all stages of life. We wanted to create something special to celebrate fathers from every generation during this special occasion,” said Adley Low, marketing director of Greater China, at ‎Inchcape Hong Kong.

Before the official launch of the video, So announced a collaboration with Toyota Hong Kong on his Instagram, in which he also mentioned the Toyota Showroom Father’s Day event where fans could meet him.

“The campaign is a story told in two parts to best reflect the past and future experience that we have with the role of fatherhood. So was the perfect family man for us to showcase these sentiments, and his stories helped us express the multigenerational bonds all fathers and sons share together that often goes unsaid,” said Daniel Wu, general manager of Meology.

The second video of the series will be released in mid-July. So will star in a fatherhood role alongside his children and nephews.

Credits

Client: Crown Motors Limited (Inchcape Hong Kong)

Agency: Meology

General manager: Daniel Wu

Creative director: Fred Lee

Associate creative director: Sunny Lam

Senior creative copywriter: Eddie Chen

Copywriter: Owen Lam

Senior art director: Jovy Suen

Junior designer: Christabel Choi

Account director: Henry Pai

Senior account manager: Crystal Chan

Account manager: Gabi Chu

Social media specialist: Agnes Lim

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