J. Walter Thompson Shanghai and Sakura Range Hoods promise everlasting performance

Sakura.jpgPromises uttered in love's first blush are often broken. But in a cheeky campaign for Sakura's range hoods, J. Walter Thompson Shanghai promises long-lasting commitment.

A short online film showed a series of comic-romantic situations. A man bearing a bouquet promises his loved one he has eyes only for her ... then leers at another walking by. A guitar-strumming lover promises his love she'll see the world, when what he really means is they'll watch travel shows together on the couch.

Sakura 2.jpgFinally, a radiant bride looks deep into the eyes of her husband to be - and promises to never let him be bothered by cooking smoke billowing from the kitchen. After their marriage, we see she has kept her promise. Their Sakura range hood sucks away all traces of fumes - while the husband cooks. A few years later, with a baby on the way, the kitchen is still smoke-free. And he's still cooking.

Sakura 3.jpgThe campaign underscores Sakura's guarantee of life-long replacement of oil filtration nets for its range hoods, so they perform like new.

"Sakura has a unique lifetime free-service guarantee to consumers," said George Shi, general manager of J. Walter Thompson Shanghai. "That permanent commitment is at the core of the brand idea, and the cornerstone of the brand's long-term relationship with consumers."

"We really like the idea that Sakura promises 'An everlasting great performance every time as if it were brand new,'" said Linus Chang, marketing director of Sakura China. "It showed that we make our service as the priority of our brand and we want to keep building on the promise made to consumers."

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.