A quick post on the Chinese ad that ran in the US last week (see it here). The ad had heavy airplay on CNN, as well as a huge outdoor billboard display in Times Square.
There seems to have been some negative reaction to this ad, mostly concentrating on the fact that it was not appealing to a US audience; 1) because it was introducing such a large number of new Chinese people in such a short time, and also 2) because it did not allow an introduction to many of the famous Chinese faces on display (not easy in 30 seconds). Furthermore, it was criticized for generally not offering up a more engaging creative execution than a bunch of well-known Chinese figures smiling for the camera.
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So here we are in 2011, and after an abysmal total of three blog posts during 2010, I clearly must do better! It’s not as if there’s any shortage of things to write about, I have a long list of potential topics but an increasingly short amount of time, as I try and fit this project around work.
As we approach Chinese New Year (or Spring Festival) and the forthcoming year of the rabbit, the next few weeks are always a fascinating time to observe marketing overload here in China. Many FMCG brands see a huge spike in sales at this time, and campaigns are created especially to tap into to that special Chinese Spring Festival feeling.
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