Okay, so where am I?
I'm phone watching once again, half-heatedly expecting Dr. Peter Lam, Chairman of the Hong Kong Tourism Board, or their executive director Anthony Lau, to call me to sort out this mess created by their sexist and creepy “Treasures of the Heart” tourism commercial.
Before I go on my whimsical rant about how the watchful eyes of the Media Guy could have saved Hong Kong millions of dollars in bad publicity, let's go to the tape to view this tone-deaf advertisement.
My eyes tell me this is more an ad about human trafficking. Showcasing the controlling relationship one has over the other is a lesson in manipulation.
I understand that “Treasures", directed by Chan Chi-fat, endeavors to showcase an spontaneous starry-eyed escapade but rapidly degenerated into a 1:45-minute movie trailer that can best be played out as a Halloween thriller. This is more Taken 5 than Love Actually. All we need is Liam Neeson talking about his special skills and this poor young lady being loaded into a shipping container and we're all set.
How do you make a girl follow your manipulative directions and do anything you say? Well, that’s an easy one: take her passport.
Dr. Lam and Mr. Lau, did you watch this before greenlighting this to air? If you sent this to me as your media consultant, after a single viewing I would have penned you this email:
The core messaging of the boyfriend’s negative influence on the girl—one who is on a journey to better her own life—wasn’t lost on me as my head spun around on its axis while watching it.
It left me murmuring to Dr. Lam, Mr. Lau, and the entire Hong Kong Tourism Board: “What were you thinking?” This spot does little else than to embolden emotional abuse in relationships while dressing it up as “romance” and “love.” After watching this, Hong Kong has zippo appeal and would never encourage sane people to visit. As Vivian Ward would say, “Big mistake. Big. Huge”
Also, I must admonish the headline writers for the Hong Kong Tourism Board. Really, is this the type of thing that gets people booking airline bundles on Expedia?
Don't say a second time, "We should have called the Media Guy!" I'll be waiting with my special set of media skills.
This is what happens when you take a girl's passport and Liam Neeson gets wind of it:
Previous "You Should Have Called the Media Guy" Columns:
Burger King
H&M
The American Red Cross
Pepsi
Kellogg's
Anaheim Ducks
T-Mobile, Dove, and McDonald's
I'm phone watching once again, half-heatedly expecting Dr. Peter Lam, Chairman of the Hong Kong Tourism Board, or their executive director Anthony Lau, to call me to sort out this mess created by their sexist and creepy “Treasures of the Heart” tourism commercial.
Before I go on my whimsical rant about how the watchful eyes of the Media Guy could have saved Hong Kong millions of dollars in bad publicity, let's go to the tape to view this tone-deaf advertisement.
I understand that “Treasures", directed by Chan Chi-fat, endeavors to showcase an spontaneous starry-eyed escapade but rapidly degenerated into a 1:45-minute movie trailer that can best be played out as a Halloween thriller. This is more Taken 5 than Love Actually. All we need is Liam Neeson talking about his special skills and this poor young lady being loaded into a shipping container and we're all set.
How do you make a girl follow your manipulative directions and do anything you say? Well, that’s an easy one: take her passport.
Dr. Lam and Mr. Lau, did you watch this before greenlighting this to air? If you sent this to me as your media consultant, after a single viewing I would have penned you this email:
“It’s utterly criminal to take somebody's passport to impede them from traveling. In fact, this is a textbook maneuver favored by sex traffickers in the Far East to trap girls and women. Please see attached a revised script where you can save most of your footage and eliminate the ominous undertones of this spot.”During the flashbacks in the spot, we gain insights on the their relationship including where they fell in love and where they argued and where her camera was obliterated. The make good at the end where he gives her a new camera and instructs her to “Don’t forget to put my photo up on your dorm door...” is also textbook male sociopath behavior.
The core messaging of the boyfriend’s negative influence on the girl—one who is on a journey to better her own life—wasn’t lost on me as my head spun around on its axis while watching it.
It left me murmuring to Dr. Lam, Mr. Lau, and the entire Hong Kong Tourism Board: “What were you thinking?” This spot does little else than to embolden emotional abuse in relationships while dressing it up as “romance” and “love.” After watching this, Hong Kong has zippo appeal and would never encourage sane people to visit. As Vivian Ward would say, “Big mistake. Big. Huge”
Also, I must admonish the headline writers for the Hong Kong Tourism Board. Really, is this the type of thing that gets people booking airline bundles on Expedia?
“Girl meets boy. Girl leaves boy. Boy hides girl's passport: A #ShamShuiPo love story.”I called Dr. Lam and Mr. Lau, but an entire day has passed and alas, my phone hasn't rung, nor will I think it is going to happen. Gentlemen, my ringer is on and I'll answer 24/7. My fees are small(ish) and will save you further humiliation on the back end on future campaigns. I can turn almost anything into gold. ICYMI, I was able to convince the New York Times that Damascus was a top 10 destination once upon a time!
Don't say a second time, "We should have called the Media Guy!" I'll be waiting with my special set of media skills.
---
This is what happens when you take a girl's passport and Liam Neeson gets wind of it:
Burger King
H&M
The American Red Cross
Pepsi
Kellogg's
Anaheim Ducks
T-Mobile, Dove, and McDonald's
