Which international branding ads performed best during CNY 2024?
Examining the 4 best performing CNY ads shown in mainland
During the Chinese New Year (CNY), China sees a significant rise in consumer spending. To tap into this trend, international brands often release CNY advertisements with localized features to drive affinity and sales. Having reviewed over fifty CNY stories, it is clear that there are certainly some common themes for this year, and unsurprisingly dragons were highly overused.
Given the prominent role of the dragon in Chinese culture, it makes sense. The dragon, symbolizing power, greatness, and divinity, is the only mythical creature in the Chinese zodiac, a central figure in Chinese culture. Choosing dragon elements appears to be a safe option for advertisers when creating stories.
However, as simple as dragons might sound, their usage is more complicated. There are a range of regional interpretations that are obviously not understood by some advertisers.
Take Hermes for example. Their video was controversial as they used a Japanese style of dragon instead of a Chinese one. This may seem insignificant from a Western perspective, but it's a sensitive point for many Chinese viewers.
The comments on social media regarding the ad showed viewer discontent with regards to the style:
It's very Japanese, not only in terms of art style, but also the music is the kind of tune that Japanese love to use, which is very weird. As an oriental art short ad, it is aesthetically OK, but if it is used as a CNY promotional ad, it would be a misplacement, or perhaps, Hermes did it on purpose.
Why does Hermes use the style of Spirited Away ( a Japanese animated film directed by Hayao Miyazaki ) to shoot? What about their own style? They truly lack creativity.
Is this a dragon or a loach?
Simply tossing a dragon into a story isn't going to cut it. It's all about what the dragon signifies and how it resonates with the audience. If the advertiser doesn't understand the intricate cultural significance of the dragon, there's little merit in persisting with this theme. Such misuse will end up causing much confusion or even faux pas.
To understand how international companies have successfully crafted advertisements that resonate with Chinese audiences and their interpretation of Chinese society and values, I have chosen four standout advertisements that merit review. These encompass four key themes: family, wealth, spring, and dragon philosophy.
Coca - Cola — 龙舞盛宴 / The dragon dance
Video Summary:
In the advertisement, a traditional dragon dance calls five families from various parts of the nation to join. Each family helps create the dragon props, culminating in a large final performance. This process strengthens family bonds and deepens their understanding of what family means.
The Good:
I value this advertisement as it digs a little deeper and redefines the essence of family instead of merely celebrating reunions because it is a culturally appropriate thing to do.
The story, which appears to focus on the dragon dance, actually highlights a common issue in many Chinese families — a lack of communication leading to fading connections. This stems from the conflict between modern values of equality and autonomy, and traditional family norms of hierarchy and interdependence, which has led to more disputes. This poses the critical question: what is the meaning of family if it doesn't bring happiness?
To that end, Coca-Cola's narrative suggests that the essence of family is togetherness. All disagreements can be set aside for unity, especially during the CNY. With a common goal and shared experience, Coca Cola shows that happiness is achievable, which ultimately is their brand mission.
If you are one who values a warm and meaningful family setting, this is the narrative you'll enjoy.
The Bad:
However, such marital related narratives may feel isolating to those who prefer solo living. In China, apart from the general internal conflicts within the family, the divorce rate is rising, while the marriage rate is declining. Today, there are over 200 million single people in China. For a large chunk of the population, this family-focused approach might feel disconnected and obtuse.
McDonald’s — 祝你今年金拱门 / Wish you golden arches
Video Summary:
The animated advertisement is done entirely in a traditional Chinese style, except for the hamburger and logo. Each scene displays a phrase related to the theme of "Gold," symbolizing wealth — something Chinese people have been obsessed with for a long time.
The good:
I recognize McDonald's for its creativity and humility.
The story incorporates a multitude of local cultural elements, with only a few McDonald's symbols, aiming to resonate with the Chinese audience's national pride. The underlying message is, "We are a localized brand , not a foreign one." Considering McDonald's plans to expand into lower-tier cities, where people tend to be traditional, conservative and patriotic, this localized advertising content plays to the target audience's preferences.
The Bad:
The slogan — “wish you golden arch” sounds weird in Chinese. I know they wanted to create a clever pun — combining wishes for wealth with McDonald's golden arches, but it is a mouthful to read.
lululemon — 新春, 咏春 / Be Spring
Video Summary:
The story brings hope, dance, traditional martial arts, and nature together in one frame. lululemon features dancers in yoga wear practicing Wing Chun, also known as "combat yoga," in a wild forest, tracing the trajectory of the upcoming spring. With ethereal music and natural sounds, audiences are quickly brought into a realm full of green jungles and flowing streams.
The Good:
Although the official interpretation does not state this, the picture I see accurately showcases the idea of utopia in the minds of Chinese people through the usage of various cultural elements. Scenes of dancers in forests or rivers symbolize people's hope for a utopian lifestyle, representing an ideal existence in harmony with nature from the Chinese perspective, and concurrently encouraging us to discover spring with lululemon in such a paradise. Perfect combo.
The Bad:
While Spring is universally welcomed, lululemon's decision to use Wing Chun — which translates to 'spring chant' in Chinese — may be too niche. Despite its thematic link to spring, Wing Chun is less popular in China compared to overseas communities. Wing Chun doesn't even exist in the mainland's official martial arts system.
If lululemon aims to expand beyond yoga and target mainland China, they may need to consider a martial art with a larger following, such as Tai Chi, which has 50 million followers in China.
Nike — 是龙藏不住 / The dragon cannot be hidden
Video Summary:
The series includes three short videos, each presenting a unique plot. They are united by the common theme of young people utilizing their skills to handle unexpected and urgent challenges. While devoid of literal dragon imagery, the films reinterpret the Chinese dragon's philosophy.
The Good:
Of all the stories mentioned, Nike’s ads have left the greatest impact on me.
Nike has a history of championing a rebellious narrative, centered around breaking social-norms. (Some localized stories from Nike in the past — 2005: Any time; 2013: Give me the ball; 2014: Dare to be the first). Today, Nike still aims to challenge some existing norms, but it is shifting towards a more humble and grounded approach.
Unlike traditional dragon philosophy – which encourages people to hide their talents and ambitions until power is gained (潜龙勿用) -- Nike advocates for people to confidently display their talents, but only when the situation calls for it.
This is a clear depiction of Nike's efforts to harmonize their principles with local ones, which is a deep philosophy-oriented localization, not just a surface-level model or element adaptation. I don't know exactly when this transition started, but I am sure Nike is evolving, much like an immigrant adjusting to a new culture and trying to fit in.
The takeaway: Think big. This CNY story could signal the start of Nike's new localized style, possibly triggering a new trend of storytelling throughout the entire industry.
The Bad:
No issues detected. This is the best CNY story in 2024, in my view.
To cope with the rapidly changing market, international companies are beginning to understand Chinese socio-cultural aspects and are trying to fit in. Yet, this remains a difficult task due to two main reasons.
First, China's market is immense and diverse, covering various ages, regions, and values.
Messages need specificity to truly connect with consumers. This necessitates a thorough understanding of the cultural context and target audience.
Second, China's socio-cultural environment, influenced by policies, consumers, and market dynamics, evolves faster than any other country.
Not quickly understanding shifts can make your brand seem outdated and less attractive. It's vital to stay up-to-date with trends and not over-rely on past experiences.
As Chinese grow more patriotic, purely Western advertising narratives will become increasingly rare. Narratives from international brands in China will fall into two categories: "purely local" and "semi local."
The purely local story, akin to McDonald's, substitutes the brand's original values with local ones to safely engage the Chinese.
The semi local narrative balances values in advertising, pushing cultural limits until it reaches equilibrium.
These two styles represent different strategies for the Chinese market. Each approach's success depends on the campaign goal.
I personally favor the ads from the second approach. Although it's more challenging, requiring deep and timely cultural understanding, the story it ultimately creates is often more engaging. This resembles Nike's success. Looking ahead, I'm not only excited for future advertising successes from Nike, but also compelling narratives from other brands. Stay tuned.