Fictional customer service campaign sparks viral buzz for HK film

Newly released Hong Kong black comedy Dog Day Evening (一個部門的誕生) has reimagined traditional movie marketing by creating a fictional service company, "Cutting Service Limited" (CSL), on Threads to engage audiences.

Inspired by a real-world 2014 termination dispute that escalated into a knife attack, the film follows a desperate man who takes hostages just to cancel his television subscription. The narrative satirises the absurdity of modern customer service systems, offering a darkly comic critique of institutional rigidity, impossible membership refunds, and the bizarre standoffs that occur between individuals and corporate bureaucracy.

Done in collaboration with creative agencies GUESS WHAT CREATIVE and IN.DECIDE, the campaign has used a fictional brand with real service interactions to turn the film's "can't cancel" struggle into something everyone can relate to. By offering to help netizens "cut" their daily frustrations, the film reinforces its core message: take control and press "terminate".

The campaign primarily targets Hong Kong citizens who are eager to unwind from daily stress and crave emotional connection, particularly those active on Threads. It also speaks to MTR commuters - riders who navigate public transport frustrations every day and find deep resonance in the small, often-overlooked moments of urban life.

As Threads thrives on everyday venting and casual sharing, CSL has leaned into this culture by inviting users to submit their "things to cut." The resulting real-life content resonates with the platform's audience, fueling engagement and organic spread.

The marketing strategy seeks to establish a full brand presence on Threads through the fictional CSL and its virtual rep "Cutting specialist John” (Cutting 專員 John). Netizens who call or WhatsApp the company receive real human replies, blurring the line between fiction and reality to deliver an unexpected personal touch.

In the teaser phase, the "company" released a deliberately amateurish "WhatsApp screenshot" as a street poster, using contrast and dark humour to blur the line between ad and reality. 

After the street posters set the stage, the official CSL page launched and attracted a wave of netizens asking "Cutting specialist John" for help with life's annoyances. The team selected the most humorous and relatable real cases and turned them into shareable online content.

CSL spotted a major gripe among Threads users: MTR commuters leaning against handrails. To maximise buzz, the team tied this pain point to the film's mantra - "take control of termination" - and launched "No more Isaac day” (全港Cut走挨實扶手日). They released a parody video kit featuring a humourous MTR announcement in three languages: "Please do not lean on the handrail. Please do not Isaac the handrail. Do Do Do Do Do” (請勿挨實扶手柱，Please do not Isaac the handrail，嘟嘟嘟嘟嘟”, rallying netizens to take part. 

The move ignited widespread buzz and praise, embedding a playful "cut it" association in the public consciousness. Audiences later made an instant connection when they saw the "cancellation" scenes in the Dog Day Evening trailer, effectively converting online traction into film awareness.

Phoebe Lam, general manager of Universe Entertainment, the distributor behind the film Dog Day Evening, said: “A dark humour movie with a hilarious storyline should use a new angle to promote! So we thought we might use a new marketing method, together with a bunch of new and energetic young artists, to promote the movie with a fun experience to draw the crowd of the new generation!”

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