product
tv 30s

storyboard art director
bernie asis

writer
jojo soria de veyra

client
mitsukoshi (lifan)

 

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writer's note: as may have been influenced by some survey results and analysis, Catalytx's marketing and account-management people's out-of-the-box marketing brief said positioning for the product must push the "Japanese-ness" of this made-in-China motorcycle brand. The ultimate positioning was to state that "though most people prefer Japanese motorcycle brands and are likely to buy them as ideal choices, this less expensive made-in-China alternative is actually about as good (just as 'Japanese') and should be the smart choice." By the way, the Lifan did not bring in the first water-cooled motorcycle in the country, we later found out (client's initial error).
   The ad was approved for shooting in May, but was disapproved by client for its marketing thrust at China bureau. A different set of boards was presented in June.

 

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