Chinese electronics brand Changhong asks ‘Chang who?’
Slapstick: 10 feet tall’s first ad for Changhong
Ad agency 10 feet tall has released its first work for Chinese electronics brand Changhong, having won the business eight months ago.
The campaign is the first of a series of ads to push Changhong into the mainstream and help familiarise Australians with its name, according to a press release.
“We don’t have the production budgets to compete, so rather than follow category norms, we’ve gone right out on a limb (fin)” in a bold, humorous and surprising way,” said Joseph Meseha, principal at 10 feet tall. “When other TV’s advertise 3D, they have all these remarkable things like fish, cars, butterflies etc, flying out of the screen, in a contrived CGI way, our version takes it to the next level – 3D that brings the fish to life with a quality of picture that smacks you right in the face – literally.”
The first TVC to roll out features the brand’s 7000 Series flat panel LED TV. It launches on Channel Ten and the brand’s Facebook page.
Meseha added: “The Changhong brand is unknown and a name local buyers still have to get their tongues around, to know how to pronounce so it needs to hit one over the head for instant brand recognition. Like when other Asian brands launched here for the first time, people had to hear the name many times before they got it right.”
I guess CH10 sell 41 second spaces now
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I think the tag will work at building recognition of the brand but it does little apart from that. Not sure I’d call it bold.
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You know when you’ve been tangoed
say no more
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i think there should be more slapping in ads. love it!
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Sorry but Aussies are gonna be very wary of cheap-sounding and, let’s face it, too ‘Chinese-sounding’ TVs etc. A lot of money to spend on an unknown brand with no track record in the AU market. Anybody who has bought Kogan knows they’re taking a risk and many have been stung by Kogan tellies and other products going bad.
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@Jack B. Nimble Samsung seem to be doing pretty well.
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Samsung sounds Korean to me…
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@radvert. Samsung is Sth Korean, not Chinese?!!!!
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yes samsung is a korean brand……..
I personally love the ad, very funny. But I think there’s still a stigma with chinese branded names being cheap and unreliable so depending how Changhong is positioning themselves in terms of pricing & quality, not sure how successful their sales will be regardless of how funny the ad is. They’re going to have to work really hard to build brand credibility if their products aren’t cheap. Alternatively they can change their brand lol
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yes yes yes…I was working with Jack’s ‘chinese sounding’ line.
never mind.
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