Local cartoon characters McDull and Madam pay tribute to modern mums in new campaign from DDB Group Hong Kong for ParknShop

| | No Comments

Screencap 1.jpgDDB Group Hong Kong has launched a new thematic campaign for Hong Kong’s leading super market chain, ParknShop, under its newly launched brand platform of ‘Eat Fresh, Buy Smart’. Featuring classic local cartoon characters McDull and Madam Mak, the campaign aims to connect with modern Hong Kong mums by recognising that being a mother is not an easy job.

Jessica To, Marketing Director of ParknShop, said, “As an innovative, progressive and unique brand, ParknShop understands its customers’ needs well. Being a mum is one of the world’s toughest jobs. Our new campaign aims to show how ParknShop offers value and freshness to give Hong Kong mothers the confidence to take care of their families.”

Screencap 2.jpgIn a market-first partnership, the new campaign surrounds the brand in new excitement and surprise by featuring Hong Kong’s popular locally-created cartoon characters McDull and Madam Mak.

Francis Chung, Group Creative Director at DDB Group Hong Kong said, “Through the use of McDull and Madam Mak, who represent the heart of the Hong Kong culture on the domestic front, we pay tribute to mums in a cheerful and light-hearted way. The use of 3D animation is an industry-first led by PARKnSHOP. We have also used a jingle sung by a children’s choir, taking an approach that is more appealing to Hong Kong kids and better connects with families.”

Screencap 3.jpgA 30-second TVC features McDull putting on a wig and a dress and pretending to do the toughest job in the world – being a mum. The spot follows McDull as he shows how his mum works all day and yet still knows everything from where to buy the freshest food, to finding the best value and earning the most reward points, echoing the brand platform of ‘Eat Fresh, Buy Smart’.

Irene Tsui, General Manager of DDB Group Hong Kong said, “We are delighted to have extended our retainer partnership with A.S. Watson Group. We’ve enjoyed a long partnership with PARKnSHOP over the last 22 years and we look forward to delivering more influential and creative solutions for all three businesses in the future.”

English translation of TVC script:

I want to imitate my mama

I want to look like my mama

I want to be as smart as her and know about everything


I want to earn money

To take care of my family

Call me Super
I swipe my MoneyBack card to earn reward points


I buy all the fresh foods in the supermarket


I remember all the promotional items of the week


I want to be as good as her


I love my mama

McDull: Being a mama is a very tough job


VO: That’s why we keep helping families. Come to PARKnSHOP, eat fresh, buy smart.

Credits –

Group Creative Director: Francis Chung

Associate Creative Director: Yung Chan

Senior Copy Writer: Curry Mak

Art Director: Shadow Ng

Head of Broadcast: Annie Tong

Producers: Denise Wong, Chau Kam Chuen

Business Director: Max Mak

Associate Account Director: Desmond Li

Account Manager: Jennifer Kun