Product: Hang Seng Bank. Title: Lee Lai-shan version. Ad agency: Leo Burnett (Hong Kong). First impression: so, even the queen of windsurfing - 1996 Olympic gold medallist Lee Lai-shan - has to queue at the cash point. Storyboard: this 45-second commercial portrays Lee - also known as San San - as a see lai, a housewife. 'Lee Lai-shan actually has to shop for food and visit the bank,' says Lee in her voiceover. 'Behind the cheering and applause, I am just an ordinary person. There are two important additions to my world [her husband and daughter] ... I read in the newspapers that it costs at least HK$4 million to bring up a child and one just can't save this amount overnight. So I invest with Hang Seng [Bank] because they are trustworthy.' The advert also features 'everyday life' clips of Lee shopping and buying snacks, as well as footage of her celebrating her Olympic win and having fun with her baby daughter. The overall message is that everyone faces challenges in life. Lee's next hurdle is to prepare for her daughter's future and Hang Seng Bank, with whom she has been a customer and 'partner' since 1996, is there to help her. What the ad man says: Leo Burnett management supervisor Lilian Leong says, 'The objective of this TVC is to create a new image for Hang Seng Bank investment services. Other than strengthening the brand's relationship with the community, the TVC is specially targeting the young, high-income group. We have not taken the traditional approach in portraying investors as money-smart, like most ads on bank investment services do, but we want to elevate the image of our client as a reliable and trustworthy partner who can, at different stages of life, provide sound financial advice.' Connie Lo, the agency's executive creative director, adds: 'Everyone knows San San is an outstanding sportswoman. However, this TVC tells us she is actually like the rest of us and faces the challenges in life we all face. The location shots were filmed in Cheung Chau, where Lee grew up.' Does it work? The ad paints a realistic portrait of Lee, who comes across as the likeable see lai next door. You don't feel her image is being exploited. Shots of her daughter are tastefully done. But ... this ad is not exactly groundbreaking, relying heavily visuals and narrative.