New ad from Hong Kong based insurer Bowtie makes enigmatic references to choice and freedom

Hong Kong based online insurance firm Bowtie has come up with a campaign that makes several references and allusions to choice and freedom. Created by FevaWorks Solutions, the commercial is s
et in 2047 – the year that the current ‘one country two systems’ governing model will come to an end.

The script features lines like: “Hongkongers need freedom of choice” and “Even though there are many things we still cannot choose, but I am glad that Hongkongers have the right to choose their own insurance”. 


Commenting on the campaign, Bowtie senior advisor and star of the ad John Tsang said: “It has been a pleasure making this video with the Bowtie team, a team of entrepreneurs who not only talk the talk, but walk the walk by bringing their dreams into reality, amid all the uncertainties determining our future. 

“This video reflected my wish for Hong Kong for the next 30 years. Although there are many things that are still beyond Hongkongers’ control, I hope to promote and inspire the development of innovation and technology, and improve their livelihood through fundamental measures. 

“Moving forward, I will work closely with Bowtie, to deepen Hong Kong people’s understanding of insurance through promotional activities, with the aim to ease the pressure on our public healthcare system, and bring real protection to everyone in Hong Kong.”

When asked by Mumbrella if the allusions to choice were the brand’s way of addressing the recent protests in Hong Kong, Bowtie co-founder and co-CEO Fred Ngan said: “Bowtie does not engage in political issues. When we speak about choice in the video campaign, we are referring to freedom of choice when it comes to insurance.”

The original clip that the ad is riffing on appears towards the end of Cantonese hit film Golden Chicken 2 from 2003, a comedy-drama set in multiple timelines including Hong Kong in 2046 and in the throes of the SARS epidemic in 2003.

The film and its prequel are supposed to be a riff on Hong Kong’s history running parallel with the triumphs and setbacks in the life of a prostitute (or Golden Chicken in Hong Kong slang).    


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