Knife Oil | No One is Better Than Mum | Hong Kong

DDB won the creative business last November and will refresh the brand's image.

The Knife Oil brand has always been close to the hearts of families in Hong Kong. In the commercial, a little boy can not wait to grow up. He is embarrassed to been seen holding hands with his mother and constantly escorted by her. Though saddened by the boy’s attitude, the mother still shows her unconditional love and care to her child.

The boy later sees his mother cuts her finger while preparing dinner, yet still continues to put together a heart-warming meal for the family. Learning that he was wrong, the boy asks if she is ok and the ad ends with a gentle hug.

“The emphasis on the mother and son holding hands was very important to us as it signifies, in the simplest way, the close bond they share with each other,” said Karen Wong, creative director at DDB Hong Kong. She added that this campaign ads 'a real sense of humanity’ to the brand.

Print ads are release later this month. Mindshare is the media buying agency.



Credits:
Project No One is Better Than Mum
Client Lam Soon Oils & Fats
Creative agency DDB Worldwide, Hong Kong
Creative directors Jeffry Gamble, Karen Wong
Associate creative director Kym Ma
Copywriter Joe Yu
Art director Claudia Wong
Account servicing Richard Thomas, Lisa Ip, Catherine Chen, Bonnie Kwan
Planner team Milo Chao
Producer Annie Tong
Production company The Clan Too
Director Johnny Au
Post-production company Touches Limited
Music production company Click Music
Exposure Television