A new TVC for Hong Kong Airlines by DDB Group Hong Kong takes a clever approach to using a celebrity endorser: Not showing the celebrity (except at the end). This not only builds a puzzle into the spot, perhaps increasing attention, but also lets the viewer experience the treatment that, according to the tagline, the airline gives to all its customers.
Ad Nut's cynical side notes that reducing the celebrity's screen time could have reduced cost and fuss as well, but if you flip through the playlist Ad Nut embedded above, you'll see that the shoot included 'Mr Chan' doing a number of silly bits with a cabin crew.
The campaign is connected to the launch of the airline's first North American route, to Vancouver, which it started operating on 30 June. Running in APAC and in North America, the TVC is supported by print, social media and a launch event.
CREDITS
Client: Hong Kong Airlines
Agency: DDB Group Hong Kong
Director of Client Services: Benny Ko
Creative Director: Jay Lee, Leslie Wong
Associate Strategy Director: Adrian Tso
Associate Creative Director: Andy Wong
Associate Art Director: Venus Li
Senior Account Director: Cafy Choi
Account Executive: Kelsey Wong
Head of TV production: Annie Tong
TV Producer: Denise Wong
Media Agency: MEC Global
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