Now that Vita's has aired another TVC to promote its Ceylon Lemon Tea, we can have a better grasp of both the idea and style of execution by identifying the common denomintors between the two. This post will discuss each of these notable commonalities one by one.
Going back to the basics
The most important commonality we can find is without a doubt the rap song that goes from end to end. Like most rap songs that emphasize the lyrics, the melody is not the main part is virtually unidentifiable. But the problems is the lyrics are not any better. Most of the song was just a rap version of the taste, which was a functional benefit, of the product. When you spend most your time talking about your functional benefit, like what they did with their Ceylon Lemon Tea TVC, you are going back to the basics. It mentioned bittersweet and linked up with attitudes and stated it was the choice of teens. However, the connection cannot be clearly and easily seen.
The fake bling-bling
Talking about the background and other factors, it becomes even more weird. You see behind MC Jin a "lemon girl" and a "tea girl"... I just can't understand what they are for... And then there are the flashy clothes and decoration. Just from the look of it, you can tell they are real gold and diamonds. Cause they look so ridiculously cheap. More likely just some reflecting paints or cheap things like that. I cannot feel any hint of true bling bling hip hop from the ad, even they try very hard to do so by having lemon girls wearing pseudo-bling tube tops in virtually every shot of the ad.
A non-infectious viral video
Above you see a so called "viral" video posted by a user called bittersweet88888888 on youtube. Just in case you don't know what a viral video is, viral advertising is a relatively new kind of advertising that is intended to be shared among friends and even become the talk of the town. It does so be pretending to be real public-contributed content that is of news value. It is a new way to beat ad avoidance and thus get the message out in the cluttered marketplace.
Now we come back to Vita's video. The title of the video says it's a quarrel between MC Jin and Wan Kwong, the two spokespersons. It's ok, not bad, still somewhat worth to have a look. But the execution of the video was as worse as it can be. How come the video is shot even before the quarrel has begun? How come the quarrel rooted from just the two of them ran into the other? How come there's wasn't any sense of anger between the two? It's easy to spot the two are acting according to a script. And the problem extends to the author's name, bittersweet88888888, disclosing its own identity by its name... Not even a touch of realness. (Covering the "foul words" with sound effect doesn't help but makes it even more fake and processed, a perfect demonstration of the Chinese saying of 畫蛇添足) Poorly thought out. It's probably the worst intended "viral" campaign I have ever seen. If people know the video is an ad, they are much less likely to watch and to share it. That's why, unsurprisingly, the video gets less than 24000 views only.
And most importantly, do all these executions reflect the idea -- Bittersweet? I cannot draw any connection between Vita's to bittersweet aside from MC Jin stating it directly. The flashy clothes, the lemon lady, the lyrics of the song, all of these feel so fake. I do not think the idea of bittersweet is well supported and well communicated.
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