This summer, CAN brings you a brand new public service announcement featuring popular Hong Kong movie star, Daniel Wu. The video is an ironic 1980s-style infomercial flogging a fake brand of canned air called “Fresh Air.” The Cantonese version of the video has already been viewed 140,000 times on YouTube. Here are both versions:
At the encouragement of CAN’s pro bono advertising agency, DDB, CAN decided to adopt a different approach from its previous series of dead serious public service announcements about the health dangers of air pollution. Instead of frightening viewers, CAN seeks to enlighten viewers by taking an absurdist, sarcastic approach to the issue of health, lifestyle and air pollution.The overarching implication of the video — imagine pollution so bad you have to purchase canned air to perform even the most trivial, everyday functions. In one line, Daniel Wu, says, “Blow out your birthday candles with confidence!” And, as if to underscore how clean air is something most people take for granted (in developed nations, at least), he quips, “For only $2 a can, you can breathe fresh air, like they do for free in other countries.” “Clean Air Network is thrilled that Daniel Wu has decided to get publicly involved in championing clean air for Hong Kong. His personal leadership will undoubtedly influence the minds of many young people,” said Joanne Ooi, CAN’s CEO. Said Wu, “I wanted to do my part to raise awareness about how air pollution is affecting everyone in Hong Kong. It is, after all, the city’s #1 public health problem.” Other celebrities appearing in the infomercial include Ana R., Cara G., and Simon Yin. Hot young director, Shern Sharma
, was responsible for the kitschy 1980s styling, slapstick gags and all-around ingenious execution. Finally, ex-CAN intern, Denise Hofmann
, wrote the fittingly cheesy soundtrack. The video began screening on August 26th in locations all over Hong Kong. As the primary sponsor of the video’s production costs, Diesel is featuring the video in the front window of its Central flagship on Queen’s Road Central. In addition, The Grand, Golden Harvest and Broadway Circuit cinemas are screening the film in their lobbies. Finally, alivenotdead.com
is promoting the video in a major online campaign on its home page.