Time-checked

The skinny

The Timecheck TVCs were first launched in 2003 where the initial concept was created solely for CNN 24-hour news channel. The 20 second TVC ends with showing the times of four major international cities and serves as a time-check.

The first series, launched in 2003 focused more on bringing about a peaceful and calming effect, showcasing natural and stunning landscapes in Iceland, Chile and Torino. The scenes of serene and calmness was filmed to create a contrast to the chaotic scenes of news-telling on the channels.

In 2006, the concept for the Time-check TVCs adopted a new positioning – to highlight Samsung’s role in CSR (Corporate Social Responsibility). The series of TVCs started out with one filmed in Turfan, (an area part of the Silk Road in China,) showcasing the importance of cultural heritage. The second TVC, called Dream Tree, was shot in Kenya supporting the Olympic hopes.

The third Timecheck showed how the use of mobile phone technology can help the lives of deaf people. The fourth and most recent TVC belonging to this series is based on a blind girl named Lu Qing-nan. As Samsung is becoming more active in CSR, one of the areas which they have heavily supported is eye recovery operations for the blind.

In this 20-second TV spot, the storyboard begins with scenes showing Lu Qing-nan’s life/feelings before her blind recovery operation. In China, fireworks are quite a common sight but for someone who have never seen their display of colours, the sound itself can be somewhat frightening. Lu Qing-na shows this in the scenes which are shot near her village just outside of Shanghai. The storyboard ends with Lu Qing-na restoring her sight and being able to open her eyes to the natural wonders and common sights such as fireworks – and life.

The TVC aims to bring about a moment of empathy towards Lu Qing-na’s predicament and how one life is affected through one eye recovery operation. It’s about touching human lives - even in the remote areas of the world.

the Production

Location of shoot was set in China – in an ancient village named Chou Zhong. In terms of location difficulties, shooting done in China generally can be somewhat challenging due to strict regulations and the infrastructure is not developed.

Using a production house in Hong Kong and well-known director, Alfred Hau, we were granted permission from the government for this project and also having working with Lu Qing-na was a delight as well as she was very easy to work with and cheerful throughout the entire shooting period.

“Also, Chou Zhong is actually a popular tourist spot which attracts thousands of visitors everyday and one of the challenges was to work around the rush hours and try to start as early as possible and finish late.

There were also problems with the firing of fireworks on this location because of its historical value. If we accidentally caused fires to any of the structures, we would probably be thrown in jail. We decided to in the end film in an area nearby.” Alfred Hau.

Camera used was Arri 435. Shooting format is 35mm in 16:9 screen size, HD compatible. 35mm film has always been the best format for advertising film that is very demanding in conveying the quality of the product as well as the emotion of the story, with this Samsung project, it is very much about emotion and 35mm film is best for doing that and that is why most feature films employ the same format as well.

the post

“As a director, I would say those scenes that convey her blindness, such as the beginning when she is touching the beads, being with her mother in bed, running along the slope with other kids – it was emotional,” said director Alfred Hau of off-lo-hi Limited. Post production took about on week and no special effects were used. The story stays pretty much close to the original boards from the Agency. We only adjusted according to the locations and character but having said that, Hong-tak Kim (ECD of Cheil) had improvised a bit when the scene was set up. Hong-tack Kim has been a dream to work with – we did a lot of extra shots that enabled us to cut a 60 sec. The look and feel that we achieved was genuine, sincere and warmth.