Solvit et Titus's four-minute TVC devoted to long-lasting love, wristwatches

The TVC began airing last night on TVB Jade, ATV and Now TV. Other versions, including a two-minute spot and three 30-second cuts, will also be launched in China, Hong Kong, Taiwan, Malaysia and Singapore and will be running throughout 2013.

McCann Wordgroup Hong Kong, which has been partnered with Solvil et Titus for marketing and advertising since 2011, set out to launch the longest TVC about love in history.

The campaign investigates the relationship between time and love. The story happens in a world where marriage contracts must be renewed each year.

The main character is the marriage registrar. Every day, he visits different families to extend their marriage contracts. He witnesses different love stories, including couples who are head-over-heels in love, a pregnant woman who refuses to get married and a bruised woman who nonetheless wants to renew her contract. An elderly woman who suffers from Alzheimer's, and the actions of her devoted husband, make the protagonist (and the viewer) reflect on the duration of love and their own relationships.

Nancy Yau, VP of business development, McCann Hong Kong told Campaign Asia-Pacific that the story in the new commerical is very touching, and close to the brand's 'Time Is love' message. Yau said the client wanted to invest more and rearrange its media budget to tell a complete story.

"The story is very well connected to the product: time, love and promise," commented Sean Chang, the managing director/partner of 3-in-1 Advertising in Taiwan. "If they could shoot it in a more 'real life' way, it should be more convincing and promising." 

Chang approved of the sentiment of the ad, but said he believes that four minutes is too long. "I believe they are capable to say it in 45 seconds," he said. "It will be more touching and impact."

Another Hong Kong 4A agency executive, who has worked with another jewellery brand, said the ad has local flavor, is easy to understand and is consistent with what Titus used to be.

Founded in 1887, Solvil et Titus created a series of romantic TV commercials in Hong Kong through late 1980s, starring superstars such as Anita Mui, Dave Wang Chieh, Chow Yun Fat and Andy Lau, making the brand a symbol of love and romantic expression.

McCann Hong Kong creatives David Tsui and Spencer Wong directed the Solvil et Titus TVCs in the 1980s. Joseph Wong, chairman of Stelux Holdings International said that 23 years later, the team is even more refined in its storytelling. "I was touched that the attitude of romance remains the same," he said.

CREDITS

Solvil et Titus: Joseph Wong, Anthony Chu, James Law, Stella Chow, Canice Chan, Herris Chan, Winnie Fung
Creative agency: McCann Worldgroup Hong Kong
Creative: Spencer Wong, Irene Chan, Curtis Wong, Barry Leung
Account Servicing – Nancy Yau, Annie Yip, Kelvin Au, Mike Yeung
Broadcast production – Wendy Ho
Director: David Tsui
Director producer: Christine Ip
Story: Spencer Wong, David Tsui
Exposure: TV, online, print