Analyzing Chinese New Year Commercials!
Chinese New Year is all about bringing families together, cultural traditions, and, of course, unforgettable commercials. Each year, brands across Asia pull out all the stops to create advertisements that tug at our heartstrings, make us laugh, or fill us with nostalgia. In this blog entry, we’re going to discuss three standout Chinese New Year commercials that left a lasting impact. We’ll dive into the year they aired, the public’s reaction, and the strategies that made them successful. So grab some tea and get comfortable—let’s take a look at these memorable campaigns.
1. Apple’s “Daughter” (2020) – A Short Film with a Powerful Message
Apple’s commercial titled “Daughter” was released in January 2020, right in time for the Chinese New Year celebrations.“Daughter” directed by Theodore Melfi, this short film was captured completely with the iPhone 11 Pro. It follows the story of a young mother working as a taxi driver and her journey of reconnecting with her estranged father during the festive season. The commercial beautifully depicts the challenges faced by single parents and the complexities of family relationships.
How Did People React?
The reaction to “Daughter” was overwhelmingly positive. Many viewers praised Apple for its authentic portrayal of modern family dynamics. The cinematography, acting, and emotional depth resonated with audiences worldwide, earning the commercial millions of YouTube and social media views. The use of an iPhone to film the ad also showcased the device’s impressive capabilities, creating a buzz around the product itself.
Why Was It Successful?
Apple’s success with “Daughter” can be attributed to its emotional storytelling and relatable characters. By focusing on universal themes of love, sacrifice, and reconciliation, the commercial appealed to a broad audience. The choice to film on an iPhone added a layer of authenticity, making the story feel more personal and intimate.
2. Coca-Cola’s “New Year, New Feels” (2018) – Celebrating Togetherness and Joy
Coca-Cola’s commercial “New Year, New Feels” premiered in February 2018, capturing the festive spirit of Chinese New Year. “New Year, New Feels” is an uplifting and cheerful commercial that highlights the joy of family reunions and togetherness. The ad features a series of heartwarming moments as family members return home for the holiday, emphasizing the role of Coca-Cola as a symbol of unity and celebration. From sharing meals to exchanging gifts, the commercial showcases how Coca-Cola brings people closer during the festive season.
How Did People React?
The reaction to “New Year, New Feels” was highly positive. Viewers appreciated the lighthearted and joyful tone of the commercial. Many people shared the ad on social media, commenting on how it reminded them of their own family gatherings. The upbeat soundtrack and bright and vivid imagery increased the ad’s appeal, making it a favorite among audiences.
Why Was It Successful?
Coca-Cola’s commercial succeeded by tapping into the universal theme of family and togetherness. The ad’s portrayal of joyous reunions and shared moments resonated with viewers, creating an emotional connection. Coca-Cola’s branding as a staple in festive celebrations was reinforced through the commercial, making it memorable and impactful.
3. Nike’s “The Great Chase” (2021) – A Playful Take on Tradition
Nike’s commercial, “The Great Chase,” hit the airwaves in February 2021, just ahead of the Chinese New Year celebrations. “The Great Chase” is a fun and energetic commercial that takes a playful approach to the traditional custom of giving red envelopes (hongbao) during Chinese New Year. The ad follows a young girl as she humorously evades her relatives trying to gift her red envelopes. Set against a backdrop of bustling streets and vibrant festivities, the commercial is filled with laughter, quick footwork, and a twist ending that showcases Nike’s signature tagline: “Just Do It.”
How Did People React?
Nike’s ad was met with widespread amusement and delight. Viewers loved the humor and the fresh take on a well-loved tradition. Social media was flooded with positive comments and shares, and the commercial quickly became a viral sensation. The playful portrayal of a familiar custom resonated with audiences, leading to discussions about modern interpretations of traditional practices.
Why Was It Successful?
“The Great Chase” succeeded by blending humor with cultural elements in a way that was both entertaining and relevant. By incorporating a modern twist on a traditional practice, Nike appealed to younger audiences while respecting cultural heritage. The ad’s high-energy visuals and engaging storyline captured viewers’ attention, making it a standout piece during the holiday season.
Conclusion: What We Can Learn from These Commercials
These three Chinese New Year commercials from Apple, Coca-Cola, and Nike illustrate the power of storytelling in advertising. Whether it’s through heartfelt narratives, joyful celebrations, or playful humor, each ad connects with its audience by tapping into universal themes and cultural traditions. These commercials remind us that authenticity, relatability, and emotional resonance are key to creating memorable marketing campaigns.
As we move forward, we’ll explore how brands measure the success of these campaigns and what metrics truly matter. Stay tuned for our next blog post, where we’ll uncover insights on evaluating the impact of commercials and what lessons marketers can learn from these creative masterpieces.
From Strategy to Success Comprehensive SEO That Works!Contact Us Today