Lion & Globe Cooking Oil TVC touts ‘Made in Hong Kong’ quality assurance

Last year, state media revealed that up to one-tenth of cooking oil used in China was made from waste oil recycled from restaurants, which contains a carcinogenic substance.

Andrew Lee, founder of Metta Communications, said that the brand wanted to capitalise on the safety concerns of Hong Kong consumers after the recent news and emphasise that Lion & Globe cooking oil is 100 per cent ‘Made in Hong Kong’.

The playful TVC shows three angry housewives interrogating someone who is sitting on a chair, who the viewer assumes to be a China-resident mistress of their husbands. "Where are you from," they demand. But a cartoonish bottle of cooking oil answers "Hong Kong" in a mainland Mandarin accent. Then Lion & Globle’s brand icon storms in, saying “You are lying", a reference to a famous line uttered during a debate in Hong Kong's contentious chief executive campaign.

Lee said the dramatic and funny creative execution is meant to help the Lion & Globe brand stand out from conventional advertisements in this category, which typically would show housewives cooking nice dishes in a kitchen.

This is the second campaign that Metta Communications created after winning the account last year. The new campaign will be supported by print, online and POS components and is running throughout the second half of the year. 

CREDITS

Metta Team Andrew Lee, Siu-hung Ng, Silence Wong, Matt Tse