ARMPIT by DraftFCB Hong Kong for EPS Company

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ARMPIT

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Industry Business equipment & services
Media Film
Market Hong Kong SAR China
Agency DraftFCB Hong Kong
Director Anthony Fu
Executive Creative Director Iris Lo
Creative Director Lofai Lo
Art Director Raymond Ng, Buzz Kwok
Copywriter Joey Cheng, William Yip
Account Supervisor Benny Ko, Kenny Wong
Editor Chan Tin Lok, Ping Pong Ltd
Production Off-Lo-Hi
Released September 2010

Credits & Description

Category: Banking, Investment & Insurance
Advertiser: EPS COMPANY
Product/Service: PPS BILL MANAGEMENT
Agency: DRAFTFCB HONG KONG
Production Company: OFF-LO-HI, Hong Kong, HONG KONG
Date of First Appearance: Sep 13 2010
Executive Creative Director: Iris Lo
Creative Director: Lofai Lo
Copywriter: Joey Cheng/William Yip
Art Director: Raymond Ng/Buzz Kwok
Agency Producer: Sherly Tasman
Account Supervisor: Benny Ko/Kenny Wong
Director: Anthony Fu
Editor: Chan Tin Lok/Ping Pong Ltd
Sound Design/Arrangement: Ken Chan/Click Music Ltd
Account Manager: Sharon Hui/Ywing Yeung

English Description
A girl is in the process of robbing a scissor shop. But she is busted, and when the police order her to put up her hands, a bunch of paper bills* sprout like hairs from her armpits. Their appearance at this most inopportune moment is clearly a source of great annoyance to her.

*In English "Bill" means outstanding payment, but the same word is a homonym for a Chinese verb meaning “to burst out".

The ad shows that annoying and inopportune bills are just like unwanted hairs. They appear abruptly and often at the worst imaginable times creating endless problems. Only with PPS can one get rid of these troubles and resume a normal, happy life.