DDB Group launch new campaign for Tse Sui Leun Jewellery with epic 3 min 30 second TVC
Tse Sui Luen Jewellery (TSL) has revitalised its brand with a large-scale, through-the-line campaign developed by DDB Hong Kong.
The campaign illustrates the common ground between the persistent nature of love and TSL’s core brand value of dedication to exquisite craftsmanship, innovative designs and quality of service and marks the first major advertising push for the brand in over ten years.
The progressive campaign includes teaser ads running on TVB Jade, in print and online, in the lead up to the launch of an epic three-minute and 30-second TVC on TVB Jade. Shorter versions of the TVC air on TVB Jade, Pearl, NOW TV and cable. The campaign also spans selected digital, outdoor and in-store display in Hong Kong and Mainland China.
Simone Tam, President and CEO of DDB Group Hong Kong and Guangzhou said, “To win the business of such an ambitious Hong Kong-grown brand is a privilege. While many brands are jumping on the band wagon of running mini movies online, we evolutionised TSL’s large-scale campaign and actually released it on air.”
The campaign’s tagline ‘to love is to persevere’ is brought to life through the love story of a young couple. One day, the heroine of the story, Janice, has a life-changing car crash that sees her thrown from her vehicle, leaving her with a hearing impairment. Devastated, she withdraws from life, shunning calls from her boyfriend – a talented pianist. She is brokenhearted that she will never hear his music again and feels that she has lost the connection she had with him forever. Until one day he turns up at her door.
Refusing to give up on her, Lee has learnt sign language and has composed an emotionally-charged piano symphony with a heavy bass and vibration that builds a bridge between the two lovers. The TVC closes with Lee presenting Janice with an exquisite TSL diamond ring in a romantic marriage proposal.
Lambert Chan, Chief Operation Officer for TSL said, “DDB Group Hong Kong’s focused thinking, understanding of our brand and our consumers is astounding. They took their pitch-winning idea and produced a long-term positioning that creatively and beautifully illustrates TSL as ‘the artisan of love.'”
Credits – Creative: Jeffry Gamble, Asawin Phanich, Nateepat Jaturonrasmi, Francis Chung, Chika Tsang. Account Servicing: Alexis Chiu, Jan Lee, Peony Mak. TV Production: Annie Tong, Vincent Wong. Production House: Stink Shanghai.