務實地做夢

「可以做廣告我乜都得！」這個握拳立志的人叫吳雋寧，因為在中學時參觀學長的廣告公司，發現「原來世上有工作，不用穿西裝兼可以上班打遊戲機」，自此開始「入坑」。同學們上網看電影、綜藝，他的搜尋紀錄是世界各地廣告；入行至今十年，一講起廣告仍然眉飛色舞，更對師兄曾錦程的「教材級廣告」如數家珍，「他做過很多創新的事，例如在國際公司主導的廣告界中，與幾名香港廣告人成立公司，開創了新的時代。」

「尤其是電視時代，廣告出街可以成為話題的，有人討論就開心。」曾錦程自言最初入行屬誤打誤撞，旨在「賺多些錢去讀電影」，結果電影夢很快消失，廣告卻愈做愈起勁，做足四十年皆因廣告「幾好玩」，「一來寫文案可以發揮中文能力，二來新傳人或多或少都有創作欲，廣告被人看到有很大滿足感。」

廣告人大都鬼馬。問到在新傳的得著和回憶，曾錦程說：「有同學試過把時鐘調快，令老師提早下堂，他們很開心。」過一會兒終於認真分享：「老師教過新聞準則『狗咬人不是新聞，人咬狗才是新聞』，當時少不更事，後來才領略到道理，無形中影響我做廣告，不要做意料之內的，要做新的、怪的、不合理的創作。」他笑言新傳人「醒目又很蠢」：成績不差、有能力，但沒有選擇一門保證待遇的學科，「其實幾浪漫，大家追求社會真相、想做些有意義的事、影響世界，很多人看來是在做夢，但我們同時又很務實地把它做出來。」

吳雋寧是「務實地做夢」的例子，本科畢業後他自薦加入廣告公司，由實習做起，到如今成立公司，壓力雖大但滿足，「叫我轉行，我也不知道做什麼比廣告開心。」他形容廣告創作「有今生無來世，每個點子只能用一次」，絕不沉悶，如同他的公司名字SO DON’T BORE。廣告為他帶來快樂和滿足，與他所寫的廣告文案呼應：「快樂就是，成為自己想要成為的自己。」「我心底希望借廣告表達理念和感受，從而嘗試改變周遭環境。這想法未必成熟，因為廣告本質就是商業，但假如做到我會很開心。」

廣告可以言志，也有時代意義。曾錦程說，一個廣告作用有限，但一個時代的廣告足以影響社會看法，「例如香港精神是什麼，假以時日，一堆廣告有助塑造香港文化和身份，蠻有意思的。」

簡介：
曾錦程，1986年香港中文大學新聞與傳播學本科畢業，2001年成立陳曾黃朱梅廣告行，現為廣告公司The Bees Group合夥人、香港理工大學設計學院實務副教授。

吳雋寧，2014年香港中文大學新聞與傳播學院本科畢業，同年入職廣告公司Secret Tour，2021年成立SO DON’T BORE 並擔任創意總監。

Dreams Made Real

“I’ll do anything as long as it’s advertising!” That’s Ng Chun-ning Jay, fist raised in determination. His love affair with advertising began during a high school visit to an alumnus’s agency, where he made a life-changing discovery: “There are actually jobs where you don’t have to wear a suit and you can play video games at work.” It was the beginning of his fall down the rabbit hole.

While his classmates were online watching movies and variety shows, Ng was collecting advertisements from around the world. A decade into his career, he still gets animated discussing the craft, particularly when talking about his mentor Tsang Kam-ching’s “textbook-perfect campaigns.” “He’s been incredibly innovative,” Ng explains. “In an industry dominated by international agencies, he partnered with fellow Hong Kong creatives to start his own agency—it was the beginning of a new era.”

“Back in the TV era, when ads could spark conversations and get people talking—that was pure joy,” says Tsang. He admits his entry into advertising was accidental, initially just a way to “make more money to fund film school.” Those cinema dreams quickly faded as advertising proved irresistibly engaging. Four decades later, he’s still in the game because advertising is “just so much fun.” He explains: “Copywriting lets me flex my language skills, and like most journalism grads, I have this creative itch. When millions of people see your work, it’s incredibly satisfying.”

Ad people tend to be mischievous. When asked about his journalism school memories, Tsang grins: “I had a classmate who would sneak over and move the classroom clock forward to trick the professor into dismissing us early. We thought we were so clever.” Then, more thoughtfully: “One professor taught us the golden rule of news: ‘Dog bites man isn’t news, but man bites dog is.’ I was too young to get it then, but it eventually shaped how I approach advertising—never do what’s expected. Do something new, weird, seemingly illogical.” He laughs as he describes journalism majors as “brilliant idiots”—smart and capable, but choosing not to study something with guaranteed job security. “It’s actually quite romantic when you think about it. We’re all chasing truth, trying to do meaningful work, hoping to change the world. Most people think we’re just dreamers, but we’re actually pragmatic about making those dreams reality.”

Ng perfectly embodies this “pragmatic dreaming.” Fresh out of university, he cold-called his way into an agency, starting as an intern and eventually launching his own company. The pressure is intense, but the satisfaction is worth it. “If someone told me to switch careers tomorrow, I honestly wouldn’t know what else could make me this happy.” He describes advertising creativity as “having this life but no afterlife—every idea gets just one shot,” which keeps things endlessly fresh, much like his agency’s name: SO DON’T BORE. The work brings him genuine happiness, echoing his own copy: “Happiness is becoming who you want to be.” He reflects: “Deep down, I want to use advertising to express ideas and emotions, maybe even change the world around me a little. It might sound naive since advertising is ultimately about commerce, but if I could pull that off, I’d be thrilled.”

Advertising can be deeply personal while carrying broader cultural weight. As Tsang puts it, a single ad might have limited impact, but the advertising of an era can shift entire social perspectives. “Take the Hong Kong spirit, for example. Over time, a body of work can help define Hong Kong’s cultural identity and sense of self. There’s something pretty powerful about that.”

Profiles:
Tsang Kam-ching graduated with a Bachelor’s degree in Journalism and Communication from The Chinese University of Hong Kong in 1986. He established Chan Tsang Wong Chu & Mee Advertising Firm in 2001 and is currently a partner at advertising agency The Bees Group and Associate Professor of Practice at the School of Design, The Hong Kong Polytechnic University.

Ng Chun-ning Jay graduated with a Bachelor’s degree from the School of Journalism and Communication at The Chinese University of Hong Kong in 2014. He joined advertising agency Secret Tour the same year and established SO DON’T BORE in 2021, serving as Creative Director.