Title: Coca-Cola with Spicy Seafood.
Agency: McCann-Erickson Guangming.
First impression: thanks to the use of outmoded soft-drink bottles, a funky soundtrack and an old Chinese restaurant as the setting, this 30-second spot has a 1970s/80s feel to it.
Storyboard: there's not much of a storyline in this commercial. A group of hip youngsters - including the two girls from pop duo Krusty - is enjoying a spicy seafood dinner when one guy flicks the top off a bottle of Coca-Cola. Suddenly, he shows off a dance move and, before you know it, he and his friends are dancing to the music. When the groove stops, they return to their seats looking sheepish about their 'misbehaviour'. When the music begins again, the diners at the next table start dancing, bottles in hand.
What the client says: 'Coca-Cola has always been about fun and sharing,' says Akie Hara, marketing communications manager of Swire Coca-Cola Hong Kong. 'The ad is a celebration of togetherness ... and a simple salute to magic moments - the wild things teens do out of the blue, just for laughs.'
Does it work? Showing young people drinking out of the old-style bottles conveys the idea that the drink, which was invented in 1886, is still fashionable. It reinforces the brand's youthful image.
But ... this ad bucks the trend of big-budget television commercials.
In comparison with the recent special-effects-laden Pepsi adverts - featuring international celebrities such as David Beckham and Asian stars like Jay Chou Jie-lun and Nicholas Tse Ting-fung - this ad is surprisingly basic. The 'personalities' it showcases, including a local DJ and a television presenter, are relatively unknown.