NAME: The Elitist.
OR: The imaginary character targeted by virtually every advertisement made in Hong Kong. He's part businessman, part poet, all elitist.
NATIONALITY: Cosmopolitan.
AGE: He looks young for it.
MONEY: Legendary. His watch is a diamond-encrusted chunk of platinum, his car the mechanical equivalent of a thoroughbred and his brandy definitely more XO than OXO. And his women? Well, perhaps we'd better go into that later.
BRIEF HISTORY: Years ago, advertisers realised there was money to be made out of incredibly expensive watches with fancy European names, incredibly expensive cognacs with fancy French names and incredibly expensive cars with fancy Latin names. The only problem was identifying the sucker who was going to buy them. The solution: invent one. And so The Elitist was born.
CHARACTER TRAITS: The Elitist demands the best of the best from life, or so we are told by the ads. Perhaps the classic defining advert came out recently. Its catchphrase was something like: 'In business affairs as in love affairs, I demand perfection.' That ad came after years of prototypes in which advertisers informed Mr Elitist that he had reached the top and therefore deserved the best.