Thank you for those who have come for the critique session this morning. We've seen some good efforts and most of you are on good tracks. It might need more thinking and exploration as mentioned in the presentation. Please take ownership of your project and this is really the key to success. Advertising is not about giving out normal information. It's not just about telling fact. Advertising is about creating stories for people to buy in. As Stuart Ewan once said that we are "all consuming passion". No one is interest in the product features, or the facts, or the research finding anymore, because 'the world is flat' (Thomas Friedman), and we all know that mothers are women!
We should be creating desire, selling dreams.
Mary Quant said, " In the factory, we made cosmetics,; in the shops, we sell dreams!" And remember to sell it interestingly, break the rules please! I'd expect to see more interesting stuff going on here.
Anyway, here are the summaries of my comments:
LSK
Good RoA. The insights of 乜都頂得住 and 借位 are good. How can it be exaggerated and related to the psychological needs of your audience, not necessarily by showing it against the wind, cause that would be too literal. And can you think wildly to make LSK umbella more humorous, or more satirical, or more touching with your stories?
Hawaiian Tropic
RoA sounds OK, the other side of beauty. You've got good insights with 0-100 tones, and tune your own color. Abandon the superfical and cliche approaches. Pretty women with good skin are normal, it won't arouse our attention (well, it depends on which woman) But so what again? The sun tatto is a good hint, as said, how about tanning the body in different tones creating surprising result that will shock the viewers? Please develop and explore from here.
SAA
You've got good insights but you need to be confident to push them further. 'Feel like god' is one, remember we talked about the good feeling after we've done good deeds to the community? 'Through the stray dog's eyes' is another. Create stories on this so that the viewers would respond, say 'WOW, what a bad situation/encounter/treatment to this poor dog?' Please explore with the first person camera view.
Zoro
Think about the response you would like to get from the viewers and work backward. Here's one for you, '咪攪我,打死佢重大鑊!' Than what will you so in your TVC? Think wild, I still remember the condom video, Tinson, you should have shown something like that, it's wild and unpredictable and create interest and response. See?
Skyhigh
You are safe and hardworking, but...
Don't be too greedy. Be single-minded. Either sell dream or ask them to act. Forget about DNA, it's rubbish. The coincidence is meaningless. If you promise them there is dream, don't just show it literally, show them the experience, the stories. Please explore what dreams you can show to the sudience, so that they can give the response of 'It's cool! Let's sign up with Skyhigh!'? The bumping head example I talked about could be a starting point. How about replacing dream with desire?
TradeDuck
RoA-to fulfill your desire without worrying about no money-good. Useless becomes Useful! Good too.
Insights of 換 or 咁都換得 is interesting and have potential. Again, work backward from the response you would love to get. 'Cool! my good old dictionary can get me this music box!' 'Can you believe it?' Make exaggeration. People are bombarded with thousands of useless information everyday, you can only have chance if your ad is wild and crazy, or even shocking! So what can you '換'? How crazy can you '換'? Who can you '換'? Where can you '換'? When can you '換'? Why should you '換'? Explore and show us!
Ben & Jerry
Again single-minded please. Response first. Why should I bother about the packaging when I buy my ice-cream? DOn't sell me the fact! Tell me that I can 'romantically' enjoy my ice-cream and still not harm the mother earth. Tell me that it can be very poetic to taste my ice-cream. Tell me stories please.
Garden Life Bread
Good effort, good USP. Is it important for a student to worry about nutrient? How could you interpret nutrient differently, say in form of the many aspects of our lives? Music, good feeling, mood... Touch our emotion please. '夾'is a wonderful idea, you've got it! The next thing is how to make a sandwiches exciting? Surprising?. Think wildly and differently and bravely!
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