Brief Explanation

English synopsis / Background information: Tempo Icy Menthol is a new, menthol-scented facial tissue. With its refreshing scent and clean, refreshing feeling, Tempo Icy Menthol gives people an instant lift. The campaign dramatized this product benefit with the catch-cry of ‘Power Up‘ and a series of executions involving the rapid speeding up of everyday activities to a frenzied pitch. In the campaign, the entire city of Hong Kong seems energized by the product. Men, women, boys, girls, athletes, pets, individual body parts and even inanimate objects are ‘Powered Up’ by Tempo Icy Menthol. In this particular commercial, a big toe is so ‘powered up’ that it performs a series of rapid, stomach-crunch sit ups, all to a frenzied drum beat.