First impression: those unfamiliar with Chinese martial arts TV series or films will probably think Hong Kong television stations and the MTR have gone completely loopy by airing adult content

in broad daylight. Not so. This is a weird, but funny, ad.

Idea/storyline: the ad is a play on the classic scene from Louis Cha's popular martial arts novel The Legend of Condor Hero, in which central character Yang Guo heals the badly injured Dragon Girl (his love interest) by 'unblocking' her sealed pressure points. In doing so, they have to strip bare - but it's not what you think. Anyway, we see Yang gathering qi (air) in his body before unleashing it and passing the energy to the moaning Dragon Girl through his index and middle fingers. Then comes the crucial moment - when her pressure points are unblocked, she looks ecstatic and bursts into an Eason Chan pop tune, miming to the singer's voice. Poor Yang looks confused. The catch phrase is, 'One press of a button for unblocked access to downloads.'

What the ad man says: according to creative director/managing partner Sandy Chan, 'The message is the new One2Free Musical Channel service provides access to all music information: showbiz videos, entertainment news, pop chart information, music videos and MP3 downloads. There are three ads in the Pressure Point series, each highlighting a particular feature of this service. This one [featuring the Condor Lovers] promotes the MP3 download service. The idea is that you hit one button, as in a pressure point, and an entire song is downloaded onto your handset. Hence Dragon Girl's singing. It's an off-the-wall idea. Most of our target audience is familiar with this scene [from The Legend of Condor Hero] and we wanted to feature an idea people can relate to. We also wanted an unusual ad to catch people's attention. One2Free is a fun brand and the humorous ad fits

that image perfectly.'

Does it work? It does take you about 20 seconds to realise what is going on, but once you get it, it's clever. With mobile phone service providers offering more and more downloading features, the competition means better ads from this sector.

But ... the ad won't work anywhere else in the world because Yang Guo, Dragon Girl and pressure-point blockages are quintessentially Hong Kong.