Manulife enlists singer Jason Chan, 'spider woman' Lisa Cheng for Hong Kong campaign

'PlanSimple' campaign, through Mcgarrybowen, makes celebs human to stress the importance of financial planning.

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Manulife Hong Kong has launched a campaign in which local celebrities discuss financial planning with refreshing frankness. The work, through Mcgarrybowen, includes a series of videos on a campaign website, as well as TV, MTR advertising, and social and online media. It launched yesterday and runs through October.

Fronting the campaign is Jason Chan, a pop singer and actor, who contrasts poor financial habits early in his career against his planning-based approach now that he's married and has a baby. He also appears as the host in other videos, such as one featuring bodybuilder and speed climber Lisa Cheng (aka 'spider woman'), who talks about the astonishing expense of raising four children (below). Future episodes focus on Pandora Cake Shop owners Jess Leung and Kalvin Wu and TV host Jarvis Chow.

As a squirrel, Ad Nut was born knowing the importance of stashing away resources for the future. But many humans don't have such good instincts. So it's nice to see these well-known people speaking in a relatable and honest way about how lack of planning can lead to trouble. Rather than celebs simply lending their well-burnished images to a brand, they're presented as real folks with real struggles. Likewise the message isn't empty words about pursuing one's dreams, but rather sage advice to be smart about how you go about doing so.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

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Campaign Asia

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