First impression: you have to give it to One2Free; its marketing strategy is effective. In one commercial it manages to promote: a new interactive 3G television service; Eason Chan, who, like fellow Canto-pop star Leo Koo Kui-kei, has lent his name to the One2Free brand; and a new

(Sony Ericsson) phone model.

Idea/storyline: the 35-second spot is split into four segments. The first scene takes place inside what looks like a rundown, insect-ridden, screening room, where Chan is being interrogated about his latest release. 'Eason, can you be more co-operative... the entire city wants to know when your new album is available?'

'It is available already,' replies a visibly irritated Chan.

The ad switches to the next scene, in which Chan is taking a nap, only to be awoken by a group of fans eager to know what his album is about. Chan tells them 'the answer is very easy'.

The following scene shows two young girls standing on a flyover, asking Chan to sing them his new

song, which leads to the final part of the spot: Chan singing his song on the screen of the new phone. A voiceover comes on to give details of the latest service and promotions, which include an exclusive pre-release download of Chan's album.

What the client says: 'This ad truly brings out the product's essence, which is its interactivity,' says a One2Free spokesman.

Does it work? The mobile-telecommunications company has been leveraging on the popularity of Canto-pop stars like Chan and Koo to market its services for over a year, and it seems to be working - the service continues to have a strong hold over the younger end of the mobile-phone market.

But ... if you are not a Chan fan and don't keep track of his releases, you never get to find out what his

new song is or whether it is any good.