Creative teenagers listen up: here's your chance to watch some of the world's most entertaining and innovative commercials that are not just about selling products, but also attitude and humour. Co-organised by Hong Kong Arts Centre and the Association of Accredited Advertising Agents of Hong Kong, The Art of Commercials 2005 features selected advertisements from the US, Britain, Europe and Asia. Although these shows tend to attract mainly professionals, they are also a wonderful source of entertainment for young audiences. 'They're like short films with plenty of special effects, such as visuals of a car transforming into a dancing robot, or a complete short story made up of hilarious gags,' Mandy Leung Man-chee, 17, said of the opening screening. Programme One features winners of the prestigious Clio Awards, hailed as the Oscars of the ad industry, as well as local and British commercials. Apart from dazzling visuals and jokes, warmth and humanity are also key ad elements. Esther Li Tsz-ling, 17, said she was touched by a black-and-white commercial about a magician who gives joy and hope to a child with cancer. 'The commercial showed a genuine concern for people,' said Li. 'I also admired its ability to get a message across clearly without dialogue. This made the ad more universal, as people all over the world can understand it.' Bobo Lee, guest curator of the event, said she chose commercials that are dramatic or have meaningful messages. There are also public service ads, such as those that warn of the dangers of smoking and the need to conserve energy. 'You don't see a lot of these ads in Hong Kong,' said Lee. 'And even if there are some similar ads locally, they tend to be more hard-sell and doctrinal.' There are five programmes, each lasting one hour. Programme Two features ads from Asia-Pacific, including Japan, which is renowned for its sleek commercials. Programme Four is comprised of flashy Korean ads starring Korean celebrities such as Rain, Lee Young-ae and Jeon Ji-hyun. Programme Five is a selection of the best commercials from around the world, including playful MTV commercials, mega-budget productions for sports labels Nike and adidas, and anti-racism ads featuring football stars Thierry Henry and Ronaldinho. Those who want to look deeper into advertising can join Verdy Leung Wai-yee, member of Hong Kong Youth Roundtable and lecturer on Media Studies, for a seminar on Saturday at 3pm (Arts Centre). 'Nowadays you just can't avoid commercials. Every day you are bombarded by several hundred. They are everywhere,' said Leung. He added that if we had access to all the information regarding certain products, such as its raw materials and the harsh working conditions of the workers making the goods, we probably wouldn't buy them. 'I hope young people can think about what makes the commercials attractive to us. Will they be hiding some information from us about the company or the product while impressing us with their selling techniques? Also, think about how the ads may influence you and make you want to buy a product.' The Art of Commercials 2005 runs until December 11 at the Arts Centre's Agnes b. Cinema. Call 2582 0273 or visit www.hkac.org.hk for more information. Tickets at $25 for full-time students (adults $40) available at Urbtix on 2734 9009.
