HK TVC History

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HK TVC History

  1. 1. Brief History of HK TVC Creative Development
  2. 2. 70s: Primitive Stage
  3. 3. • Radio ad started in 1959, TV ad in 1967 • Int’l agencies: DMB&B in 1927, 2 in 40s, 4 in 60s, the rest in 1970s • Creative: Local • Market: Grass root • Product: FMCG – direct & Straight-forward – Availability & USP • Advertising’s role: information provider
  4. 4. • 綠寳橙 1972 – http://www.youtube.com/watch?v=_SZkAr1wZ4Q&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 人人搬屋 1972 – http://www.youtube.com/watch?v=V1Sjz7leZS0&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 菊花牌乳膠漆 1972 – http://www.youtube.com/watch?v=iyHtEHSNqOk&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 得意麵 1977 – http://www.youtube.com/watch?v=tPFIh3kxVkQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 金冠米 1978 – http://www.youtube.com/watch?v=GZEcbgwceoQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
  5. 5. • 家計會 1974 – http://www.youtube.com/watch?v=dCYvJbkM3UQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
  6. 6. 80s: Top-down
  7. 7. • Background: Good economy • Agencies/Clients: International • Creative: Western • Market: Middle class • Product: Electronic appliance, Luxury, Parity • Advertising’s role: Differentiation/ID/Image/Yardstick
  8. 8. • 金利來 1978 – http://www.youtube.com/watch?v=44J0Cp4FgGM&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 維他奶 1983 – http://www.youtube.com/watch?v=Tp9YV5Xfg7s&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 軒尼詩VSOP 1984 – http://www.youtube.com/watch?v=qrqWRBUY5qc&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 人頭馬Club 1986 – http://www.youtube.com/watch?v=XhEVw3n8k3Y&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 人頭馬Club 1988 – http://www.youtube.com/watch?v=zvLzlXDEGYc&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
  9. 9. • Kenwood 1989 – http://www.youtube.com/watch?v=8JSrdc2hwl0&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 鐵達時 1989 – http://www.youtube.com/watch?v=FUN6-bZKhdA&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
  10. 10. 90s: Side-by-side
  11. 11. • Background: 97 issue, bad economy (94,97) – HK ID – Argument in society • Agencies/Client: Foreigners fleeted • Creative: Young local • Consumer: Audience smarter • Market: Middle class • Product: Telecomm, Service, Parity • Advertising’s role: Image/go human/go emotional/be friends
  12. 12. • 九廣鐵路 1991 – http://www.youtube.com/watch?v=3ZMYEfWmlBE&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=14 • 眼鏡88 1994 – http://www.youtube.com/watch?v=2Y5b8z61ey4&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=15 • 匯豐銀行 1994 – http://www.youtube.com/watch?v=ZVAGBxzWOkk&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a • 大通銀行信用卡 1995 – http://www.youtube.com/watch?v=arHNHmLzudQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=17
  13. 13. • SUNDAY – Launch 1998 – http://www.youtube.com/watch?v=-zJ_3Mn1Z9s&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=18 • SUNDAY – Roaming 1998 – http://www.youtube.com/watch?v=z1PpZbx62fk&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=19 • 竹葉青 1977 – http://www.youtube.com/watch?v=p-sAWC4HfO0 • SUNDAY – 1622 1999 – http://www.youtube.com/watch?v=eCQMe1vs3Gw&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=20 • SUNDAY – So Wap 1999 – http://www.youtube.com/watch?v=5a3VEMIAITU&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=21 • 維他奶 2000 – http://www.youtube.com/watch?v=RNZljJVIBRE&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=22
  14. 14. 00s: Yes-sir
  15. 15. • Background: Very bad economy, money goes to China, new media emerge • Agencies/Clients: Foreigners back • Creative: Brain drain • Market: Polarized, main landers • Advertising’s role: Catalogue
  16. 16. • Galaxy 2012 – http://www.youtube.com/watch?v=qd2IppJ0fLY&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=28 • Manning 2012 – http://www.youtube.com/watch?v=MY0UWRCI1nI&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=23 • Uniqlo 2012 – http://www.youtube.com/watch?v=mQi4Q9VFz2c&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=24 • iPhone 2012 – http://www.youtube.com/watch?v=yZcHE6Frb_4&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=25 • Canon 2013 – http://www.youtube.com/watch?v=KbSQTTWkRd8&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK- a&index=31 • Adidas – http://www.youtube.com/watch?v=Z3NjehWKJmA&list=PLUPYNbHZsQX2AFQRhI5IcKZ3Fr6kcIZ1U&index=88
  17. 17. Thank you
  18. 18. • Background: political, economical, technological, cultural etc • Agencies • Clients: Economy • Consumers/market, what are they looking for • Products • Advertising as …?

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