"The ad immediately pushed the company to the center of people's attention and into the media spotlight. Seen from this aspect, it is successful," he said.

Liu Zhengju, production manager with CCTV's economic channel was tolerant. "Among the 144 enterprises who had sponsored the Olympic Games through its history, only one-third could be remembered by people," he said, adding his hope that Chinese people would support an old domestic brand, help it develop and go abroad.

"Liked or not, the ad is lawful," said Lu Zhian, associate professor with the School of Laws of the Shanghai-based Fudan University, "it is understandable for enterprises to promote themselves with the Olympics."

The ad, lashed as the "most stupid in history", was not the only one of its kind -- an ad for a washing-up liquid, called Fuyanjie, drew heavy criticism and an advert for a medicine called Naobaijin, literally Brain White Gold, has also driven people so mad that they have complained vociferously on Internet messageboards. However, the products sold well.

Fuyanjie soon became a famous brand, and Brain White Gold whose ad featured two dolls as an old couple singing and dancing in an amusing manner, has led in domestic personal healthcare market for years. Its sales topped 1.5 billion yuan in 2006. 

"They could sell well, but not for long," said Li Guangdong, an expert in brand strategy, "famous companies rely on their brand, not the product. Such poorly designed ads would ultimately taint the brand."

His view was shared by Yu Hai, sociologist with the Fudan University. "Unlike Fuyanjie and Brain White Gold, Hengyuanxiang is an International brand and should always protect its image," he said.

"Most of the Chinese advertisements lack creativity. I have travelled abroad, and I found some ads in foreign countries quite impressive. It is suicidal to push a brand into the world arena with such ads," he said.

The long ad is to appear again from 7 a.m. Thursday to 1 a.m. Friday on East TV 41 times.

"After that the first round of shows is over," said Li Wei from Hengyuanxiang smilingly, refusing to disclose when the second round would take place.