Overdramatic actors provide local appeal in ADK Taiwan TVCs for Cosmos Bank

ADK Taiwan won this TV project back in June, and two 30-second spots began airing on 9 August. This Friday, a 4- to 5-minute online video will go live to extend the viral impact, supported by banner ads on some websites.

Richard Yu, ADK Taiwan’s chief creative officer since February and creative consultant of ADK China Network, said, “Life is like drama and drama like life, we use local ‘overacting’ Taiwanese TV drama that would resonate with Taiwanese consumers. And we add some humour and positive message that we could maintain peace of mind if we have smart financial planning."

In each TVC, a TV director admonishes one of his actors for being melodramatic, and then passes them a Cosmos Bank card, which somehow transforms their performance in a positive way. For example, a parent worried about his daughter's wish to study English suddenly proclaims that "my daughter is cool and has such international thinking”.

Yu explained that ATM cash cards have caused some social concern in Taiwan, as many people have overused them and run into debt. Therefore many banks have kept a low-profile regarding advertising for this segment. Hence the Cosmos Bank ads end with a warning message about sensible spending.