McCann Hong Kong riffs on old hair dye ad in new campaign for Nescafé

While looking to launch Mild Black Coffee, a variant from Nescafé’s ready-to-drink range, McCann Hong Kong decided to reference one of the city’s ‘classic’ ad campaigns.

The team sought out actor Kenneth Tsang, star of a long-running campaign for Bigen hair dye.

According to a release from McCann: “He previously appeared in a well-known hair dye commercial, which was recently named by TimeOut as one of the top ‘television commercials every Hong Kong person will know’. He therefore has a powerful association with the colour black in popular culture.”

McCann Hong Kong’s managing partner and chief strategy officer Jaslin Goh said: “We created campaign content with the iconic star Kenneth Tsang, to give the story an authentic twist.”

McCann Hong Kong’s managing partner Florence Kong added: “The campaign is both online and offline, spanning different media. It includes video, Facebook and Instagram posts, online banners, MTR 4-sheet posters and bus wraps, all with a tongue-in-cheek approach to bring out our key message.”

Nescafé ready-to-drink Hong Kong’s business manager Chloe Kwok said: “We aim for Nescafé to be an integral part of Hong Kong culture and this campaign captures a quintessentially Hong Kong feel.”

For those wondering about the inspiration behind the film, here is an ad from the Bigen campaign starring Kenneth Tsang


Managing partners: Jaslin Goh, Florence Kong

Creative team: Michael Li, Annie Loo, Eunice Liu, Louis Kwan, Cherry Wu, Wendy Ho

Account team: Kenneth Chan, Ruby Chau, Elaine Yeung


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing