First impression: a room full of primary school children with pursed lips going 'goo-goo-goo-

goo-goo-goo-goo-goo' (like little goldfish). Cute, funny and quite memorable.

Idea/storyline: short and simple. The teacher walks into the noisy classroom. The children then rush to their desk before saying: 'Goo-goo-goo-goo-goo-goo-goo-goo-goo-good morning, Ms Chan.' The teacher looks lost. Then she realises what the pupils want: Kowloon Dairy milk. The ad ends with a Chinese catchphrase that roughly translates as 'Great taste is Kowloon Dairy'. For a split second, the ad takes you back to your primary school days when you used to greet teachers in a similar manner: gooooooood mooooooorning missssssss. This, of course, sounds more intelligent.

What the ad man says: the creative team at Leo Burnett says: 'There are now many dairy products on the market that claim to give consumers extra nutrition, but our client's message is quite simple: that Kowloon Dairy milk is fresh and tasty. So we had to think of a way to get the 'great taste' concept across without going back and using the 'mmm' or 'yummy' cliches. We played around with the sound of drinking milk, which is the universal 'goo-goo-goo', and combined that with 'good morning'. We were surprised to find that no one else had used this sound or idea before.

It also matches the concept that Kowloon Dairy is a family product and children think about drinking

milk all the time.'

Does it work? This commercial has two other shorter parts - Good Morning and Good Night - but this

is by far the best of the three. Like fluffy animals, you can't go wrong with an ad featuring cute children going 'goo-goo-goo'.

But ... Ms Chan does not look like a teacher. Other than that, a fun ad.