telecommunications category
gold
PCCW's Brand Quality Campaign
A HIT TV show was the inspiration for JWT Hong Kong's winning advertising spot for telecoms provider PCCW. In a nod to Minutes to Fame, the PCCW commercial features Cantopop stars Hacken Lee and Joey Leung reprising their role as hosts of the popular talent show.
In the original show, modelled after the hit TV series American Idol, aspiring singers try to stay on stage as long as possible until hosts Lee and Leung dismiss them with the ring of a bell.
In the spoof version, the bell-ringing signals the dismissal of lesser telecoms companies, leaving PCCW as the winner. The talent show's tagline is: 'The whole town is excited when the cruel bell rings'. JWT hoped to generate a similar excitement with its brand campaign.
'We wanted to capitalise on the popularity of the show,' said JWT Hong Kong CEO Desmond So.
