1988

Leslie Cheung wins TV ad deal

SINGER Leslie Cheung yes­terday clinched a deal for a series of commercials for radio and television that puts him alongside megastar Michael Jackson.

But while Wacko Jacko's contract with Pepsi Co is worth a staggering US$10 million (about HK$78 million), Cheung's is "significantly less than that", according to the company's regional vice-president, Mr Peter Kendall.

"As far as we know, this is the first time that any company in Hongkong has teamed up with both a local star and an international megastar," Mr Kendall said yesterday after Cheung signed a 12-month contract with North Asia Pepsi Co In­corporated.

The new commercial featuring Leslie Cheung's Rockia' the Pepsi Way will be aired alternatively with a 60-second spot featuring Michael Jackson and his Grammy nominated hit Bad, from the beginning of next month.

The Bad album has produced four hit singles, making Jackson the first artist to have four number one singles from the same album.

Cheung has won several major awards for acting and singing. His song Thinking of You is currently in the Top 10.

He also stars in the television advertising campaign for fast food chain Cafe de Coral.

PepsiCo recently switched its advertising account from J. Walter Thompson (JWT) to BBDO, which will produce the Leslie Cheung commercial.

The change was made despite the fact that Pepsi's market share in Hongkong had increased by at least 118 per cent from 1985 during the Pepsi Challenge campaign of JWT.

Three plants in China are now pumping out 30 million dozen bottles of Pepsi a year. The new generation of music commercials follows the success of the Pepsi Challenge which saw almost 200,000 people in Hongkong compare Pepsi and Coca-cola.

Cheung, who the company believes represents the territory's new generation, said he was eager to take part in the series featuring the world's superstars.

After signing Michael Jackson, the company signed Lionel Richie and Menudo. In 1986 Glenn Frey of the Ea­gles and Don Johnson, star of the popular TV program Miami Vice, took over.

Now Michael Jackson is back and the company has added local talent like top pop vocalist Anchalee in Thailand, several leading rock bands in the Philippines and now Leslie Cheung in Hongkong.

"These artists all have one thing in common: They represent in their market today's new generation," Mr Kendall said.

"Hongkong has become one of the most sophisticated and expanding markets in Asia.

"In the soft-drink portion of our business, total growth for North Asia last year was up 24 per cent, the highest increase we have experienced," he said.

The company hopes their duet of Jackson and Cheung will better that.

South China Morning Post