Meaningful TVCs

While searching for some videos on YouTube last night, I happened to come across a retro TV Commercial (TVC) shown on our local TV channel in the 1990s. In my opinion, a good TVC is one that captures attention and enables viewers to remember vividly in their mind. Thinking of idea to make a good TVC isn't easy as it certainly represents the concept and image of the product or service which is subjected to criticism or worse, a lawsuit. If you observe the TVC trend, those that feature condominiums would usually play a famous song to accompany the video and some wordings to describe the details of the condominium. Obviously, the use of famous song in this case is to capture attention. Whenever the viewer listens to the same song in future, he/she would naturally associate in with the TVC. However, there are also other creative methods like showing a funny scene which can also capture attention and make viewers remember after laughing. This method is in contrast to the traditional "Chinese" method of advertising whereby an artiste will say how good the product/service is which is rather lame.

Disclaimer
I am NOT promoting or reviewing any of these products shown in the following TV commercials.

Solvil et Titus (Pilot)

This TVC features an air force pilot who was blissful married and shared loving moments with his wife during the World War II era. When war broke out, he had no choice but to discharge his duty faithfully. Before boarding his warplane to join his fellow comrades, he gave a watch with the word "天长地久" inscribed which simply means as everlasting or unchanging as the universe. Clearly, this watch represents his token of love to his wife as he might not be able to return safely from war. Perhaps he might intend to be a suicide pilot who definitely not return.

As you can see, this TVC played my favourite Italian instrumental song "La Califfa" (also played in the Ferrero Rocher TVC) in the background with the self-explanatory video describing the romantic story. Everything seem perfect in this case, the story, the artistes who were most popular during that era, the instrumental song and most importantly the concluding slogan "不在乎天长地久， 只在乎曾经拥有" which means “It doesn’t matter whether something can last as long as the earth and sky. What really matters is whether it has ever belonged to you.”.  This TVC was so successful that many of my peers who grew up with me became familiar with this slogan. Hence, I feel that the way this watch was portrayed made it more suitable for a break-up gift instead. What do you think?

https://www.youtube.com/watch?v=Q8ycB6JLpHk

Other related TVCs:

The lady waiting for her lover that never returned.
https://www.youtube.com/watch?v=VFY3sBeG22E

Summary version of the Solvil et Titus (Pilot)
https://www.youtube.com/watch?v=9dLetmkEvN8