Happy Lunar New Year and what's Lee Hom doing plugging Celcom?
Happy Lunar New Year.From all accounts, it looks like it's going to be a good year what with the sterling performance from the local bourse at a 14 year high.
During this festive season, advertisers are out in full force to capture marketing dollars. One particular TV ad campaign that has been running on the Chinese belts of Astro's satellite TV has been the Celcom Wang Lee Hom campaign.
It's a nice enough campaign with slick production values and of course mega star appeal. But one thing troubled me no end. Why on earth was an American-born-Chinese-made-good-in-HongKong and Taiwan picked to be the spokesperson for a very Malaysian telco? I mean the man actually says something like "Celcom gives me more control". Oh yeah like where, in Hong Kong?
If Celcom had just used the man to plug the association of star appeal it wouldn't have been so troubling. But the very fact that he actually says he uses the service causes a huge dissociative gap because the viewer cannot accept that he is a Celcom Subscriber.
I know this country has a dearth of mega star quality Chinese personalities but surely Celcom could have used someone who actually might come back here and plug in a Celcom SIM card. Or maybe not. Michelle Yeoh is probably too old and Ah Niu too soft.
The travails of celebrity endorsement.
Technorati: Malaysia, Celcom, Lee Hom
posted by hew @ 10:22 am
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