Braun 100 Years Virgil – collaboration with Virgil Abloh – you would be more worries about the fingerprints rather than playing anything on the Wandanlage. Virgil Abloh has done collaborations with a range of brands from Rimowa to Mercedes-Benz. More design related posts here.
Global networks 2030
While we have been concerned with the glacial rollout of 5G wireless networks, the Center of Strategic and International Studies have been thinking in more depth about future technologies through the lens of geopolitics. It is well worth having this video on in the background one lunch time.
It was interesting that the main sponsors of this report were Japanese corporates and participation by the Japanese government. Japan has deployed OpenRAN solutions for 5G, which explains why this has featured in the interviews. There is a report that accompanies this video, available here. The Japanese government is looking to set standards beyond 5G and is building a coalition of the willing around this.
New York latin sound
David Lynch of Talking Heads fame is worthwhile following online for is amazing musical curation skills such as this playlist of 1970s era latin sounds coming out of New York. You can see the clear link to disco. It is no coincidence that one of the biggest disco labels Salsoul records was named after salsa and soul music.
Motion Capture and realistic digital influencers
CodeMiko talks about her use of motion capture technology to create a surprisingly lifelike digital character. Miko worked in Hollywood on animation motion capture before COVID-19. Skip to 8h15 to get to the most interesting stuff here.
Neuroscience and brand experiences
UK Advertising have put together some great talks. This one about rebuilding brand connections through experiences and neuroscience.
Mordor
Amazing drone footage that I expect was shot in Iceland. The footage of a volcano reminded me of JRR Tolkein’s description of Mordor and Mount Doom in the Lord Of The Rings.
Bravecto
Something that colleagues have been working on, has now hit the US airwaves. Bravecto fluralaner for Merck Animal Health (US). Shooting during COVID-19 adds all kinds of challenges.
FCA brings money laundering charges against NatWest | Financial Times – UK banks have a reputation for industrial scale money laundering; with the anti-laundering regulations only inconveniencing small players. That the NatWest my only surprise is that it wasn’t HSBC. Why HSBC rather than NatWest? HSBC have long had a reputation for money laundering. Secondly, HSBC’s handling of the Hong Kong protests, and then its strange pivot towards China despite its involvement in Huawei CFO case. Compare this to the NatWest that the UK government still partly owns due to the 2008 financial crisis
Ben Liebrand has been a name for as long as I have been buying records. According to Discogs; he has remixes that have appeared on over 800 albums, compilations and singles. This tells you a lot about the quality and longevity of his remixes. Dutch YouTuber Twan scored an interview with Ben Liebrand where he talks about his career.
Lunar new year adverts
WPP showcased work that had been done across their network for Chinese new year 2021. There was a mix of work there, some of it felt like WPP was having to do the creative equivalent of looking under the sofa cushions for change. For instance, Superunion showcased a browser game that they had built as a corporate greetings card for lunar new year. WaveMaker did a transport media buy branding a train interior for a hard candy brand. This could have been executed better. Yes it makes sense to drive awareness in high footfall areas, but shopping for lunar new year presents is usually done before travelling. Secondly, COVID meant that travelling home was discouraged; what was WaveMaker’s plan B for this scenario. Finally, the dressing of the train could have been done more creatively and involved more of a festive feeling.
The highlight was a Mercedes Benz advert by Ogilvy shot by Hong Kong auteur Wong Kar wai – the film taps into the emotion that surrounds Chinese New Year. This mirrors the emotive brief that Mercedes Benz pursued in their US Christmas ad campaigns over the past few years.
Ogilvy’s work for KFC China taps into the increasing interest in winter sports that is driven by the forthcoming winter olympics in Beijing.
I was surprised that there was no Ogilvy work showcased from outside China, for instance Malaysia, Singapore, Taiwan or Hong Kong.
Machine learning stagnation
Despite all the technology hype around deep learning, there is a lot of smoke and mirrors that conceals what innovation is happening in the field. The essay shows current machine learning development culture. The original essay is here and a video review of the Machine Learning Stagnation essay. Despite the title its a bit more uplifting than it implies.
Retro Japan footage
Yet more great stock footage from Japan in the 1980s. The first one is set to ambient music and shows everyday live in the town and country, alongside TV and film footage. Some of the footage seems to be near a US base. The significance of US cars in the footage is that they used to be popular with the yakuza – Japan’s native organised crime families.
Fremantle Media have Thames TV’s complete archives including this b-roll of Japanese signage. They claim its Tokyo but some of it looks more like Osaka. It is a symphony of neon that Japan still does the best. It is worthwhile going through Fremantle’s b-roll archive if you’re an art director because of the variety of material that they have.
SITA | SITA statement about security incident – this gave limited and basic information – specifically your name, membership number and tier, seating preferences and a code corresponding to your meal preferences. – according to Cathay Pacific. It looks like this attack on SITA was more about tracking the travel of persons of interest around the world; so more likely to be a state actor rather than commercial motives. China is known to use this kind of data to track and harass its enemies
Jack Ma personifies the contradiction of China’s ideology | Financial Times – interesting end to the article, with a question about whether Goldman Sachs, BlackRock et al will be able to convincingly align themselves “politically, intellectually and emotionally” with Xi Jingping? How will the west regard Communist party cells in their management decision structures?
Tymbals : The Agency of the Future – I was reading this by Nigel Scott. I suspect that he’ll be right. My main concern as a marketer is the piss-poor job that the martech stack players do, supporting brand building. The fundamental problem is they only view things from a performance marketing perspective because engineers, programme managers and even the company CMOs don’t get brand. These are the people that brought us growth hacking. Their model is a secondhand car lot salesman.
Why the Europeans Don’t Have a Russia Policy – Carnegie Europe – Carnegie Endowment for International Peace – the belief held by the older generation of German Social Democrats—and Christian Democrats—that Russia should not be isolated. This was the thinking behind Germany’s Ostpolitik, or Eastern policy, which was begun by the Social Democrats in the late 1960s. That policy was based not only on the idea of dialogue with Russia but also on the notion of Wandel durch Annäherung, or change through
Wave Goodbye, Hello MIPS as Chapter 11 Resolved | EE Times – still has a strategic focus on the RISC-based processor architectures. They are looking to support a mix of legacy MIPS technology and a new “standards-based 8th generation architecture,” based on the open source RISC-V processor standard
February 12, is CNY 2021 (Chinese new year 2021); based on the lunar calendar. It is the year of the ox, the second animal in the Chinese zodiac cycle. It is celebrated by people of Chinese heritage around the world.
Some of the best creative in Asia comes out of the new year campaigns. Here are some of this years.
China spring festival adverts
I find it hard to find many good CNY 2021 adverts this year. Two consistent top performers are adidas and Apple.
adidas has an advert that’s part of an app-driven multi-channel experience. Hence why the call to action at the end of the ad is the app. App driven e-commerce by the big sports leisure apparel brands. Nike has the ‘Nike’ app and SNKRS aimed at streetwear fans. Some of the more exclusive shoes are only available to purchase on SNKRS.
adidas seems to be taking a similar line in China. The clothing presented is sports fashion in nature. adidas is also clever in the way it taps into Chinese culture with this app.
adidas used gamification tactics to improve digital engagement and strengthen the brand salience with target segments, especially sports and street culture fans.
The campaign consumer insights were:
Going beyond the Chinese New Year tradition of sharing wishes for good luck and good fortune. The brand took this in an engaging direction by showing audiences how they could honour their blessings and make wishes come true through their actions. This is something that that many Chinese take for granted
Many Chinese move back from the big city to smaller towns, the visuals of the ad draw on visual elements and atmosphere of a small town Chinese new year.
https://youtu.be/HDyx2_MS8SE
Apple has released a ‘Shot on an iPhone’ Chinese new year themed advert this year. This follows on from similar mini-movies that it has done in previous years by partnering with well known film makers. This year Apple turned to Chinese film maker Lulu Wang to reinterpret an old Chinese folk tale with a modern twist. The folk tale is related to Chinese new year celebrations.
https://youtu.be/t-9YuIg7R1I
Lulu Wang for Apple Inc. – Nian
And there is a making of the film here
https://youtu.be/9pHO5hpgj7k
Apple Inc.
Chinese video platform Kuaishou decided to make a Chinese new year film. (Kuaishou is a direct competitor to Douyin – the China specific version of TikTok.) The story was based on the real stories shared by Kuaishou users. The worked with film maker Jia Zhangke who had worked with Apple two years earlier on their Chinese new year film.
For those that would be normally travelling home at this time of year, the film given added poignancy, given China’s restrictions on travel over the Chinese new year period to try and combat resurgent COVID-19 outbreaks.
A honourable mention to H&M which I haven’t been able to find in a format to share online.
Hong Kong CNY 2021 adverts
The CNY 2021 themed ads are symptomatic of a couple of things:
Masks have established themselves as strong consumer brands. This has manifested itself in both retail presence and advertising
Budgets have been constrained by two years of economic declines, which explains some of ads low production values
Chinese new year revolves around food and indulgence rather like Thanksgiving or Christmas in the west. On Kee Dry Seafood Co., Ltd sell abalone and other delicacies. Given that Hong Kong has been in a recession even before COVID-19 – discretionary spend is under pressure.
On Kee Dry Seafood Co., Ltd
What surprised me about this advert how much it looked as if it has been shot in a studio (look at the ‘retail product range’ shots around the 14 second mark to see what I mean. But any firm that is investing in its brand during a recession deserves the respect of marketers.
Sun Shun Fuk Food Co. Ltd are a competitor to On Kee and have managed to come up with a shorter 15 second spot, but with higher production values. 15 second ads are hard, trying to get creative to land the messages in the creative and still have time for the brand compulsory pack shot and strap line on the end. I think they’ve done a good job with this.
Sun Shun Fuk Food Co. Ltd
HealthMe Plus put together a sub-30 second spot for its seasonal children’s masks. If you had asked me if this would have happened 12 months ago, I’d have said absolutely not. The effect of major brands like Solvay and 3M to meet consumer demand has allowed local champion mask brands to spring up.
The music takes me back to hearing The Chieftains in China album as a child. And more recently, when I’ve visited or lived in Hong Kong, the local supermarket muzak during the run up to Chinese new year.
McDonald’s Hong Kong innovate a lot more than their UK counterparts. A case in point being their Chinese new year menu with special burgers and curly fries. The Chinese new year menu features a Hello Kitty tie-in on packaging (and likely a soft toy giveaway, if you collect enough tokens). The 15-second spot isn’t anything special unless you’re a diehard Hello Kitty fan.
McDonald’s Hong Kong
McDonald’s Hong Kong
McDonald’s Hong Kong
I particularly like the seasonal ‘red envelopes’ that celebrate the different aspects of the McDonald’s Chinese new year menu.
Malaysia Chinese new year adverts
Malaysia is impressive for the quality of the ads, particularly given the country’s economic performance before and during COVID-19.
The most impressive set of adverts for me so far have been done by Malaysian power company Tenaga Nasional Berhad. It is based on the same folk tale that Apple China adapted for their advert. There is a five minute film, a ten second and 30 second trailer to maximise impact. It feels like a mini Stephen Chow film.
TENAGA
Grab is similar to Uber, it does transport, food ordering and food delivery. Grab like Singapore’s Singtel builds on successful ads from last year. It mixes Chinese New Year with the tropes of a kung fu movie like the Grab book of Tai Chi. The production values on it are very high.
Grab Malaysia
Traditional Chinese medicine brand focuses on family in their engaging minute film.
Eu Yan Sang
Yakult is a six minute drama that is very now. A mother misses her daughter who is coming apart at the seams working in a challenging environment at a hospital. In the end they come together over food virtually.
Yakult – Miles apart, but close at heart
Mercedes-Benz went with telling a heart-warming story rather than trying to have a product hero. At 1 minute, the film seems extravagant compared to some of the ones I have been looking at this year. It plays on the mix of happiness and awkwardness that happens during family gatherings like Christmas or Thanksgiving in the west. The overlapping family banter is done really well and the code switching feels very natural.
Mercedes-Benz
Samsung Malaysia came out with Chinese New Year story for the COVID era, that is as much about relating with the audience as it is pushing product – although technology helps stave off the worst of a dystopian present.
Lego created an ad with local online personality Danny Ahboy as the protagonist. It was interesting that they focused on nostalgia and had an all-adult ensemble, apart from the flashback scenes.
https://youtu.be/Iqv_EKlWKaA
The Lego Group
Malaysian mobile phone carrier Celcom went with an uplifting message and artfully crafted b-roll, to show how Malaysians in the past faced adversity together with the bonds strengthened by Chinese new year festivities.
Celcom
It’s not necessarily the most memorable campaign, but it wins points for not putting the brand front and centre in the creative, and instead is a hymn to their stakeholders.
The biggest surprise for me was Coca-Cola who have down a relatively safe route with their Have a little celebration with big meanings together, but its a 15 second spot which creatively very restrictive. I found this especially surprising, given how long Coca-Cola stopped its media spend for in 2020. I would have thought that they would need to spend on brand salience at this time.
The Coca-Cola Company
Singapore CNY 2021 adverts
Singapore telecoms carrier Singtel has consistently done great Chinese new year themed adverts. This is a sequel to their CNY 2020 campaign. This year the hero product is 5G connectivity. It’s a mini cinematic production clocking in at 6 minutes. But it pays the audience back for their attention with drama, comedy and a heart warming ending.
Singtel
Mobile e-commerce platform Shopee came up with an ad to target shopping for CNY gift giving. It is the kind of ear worm song that is likely to stick with you from childhood, well into adult life and trigger nostalgia down the road. So a potentially great brand building vehicle.
Shopee Singapore
Uniqlo Singapore goes after COVID-19 head on, it treats this brand tribute to the spirit of Chinese new year as a look book. Check out the dancing Grandma. The staging of it makes clear that it’s an everyman tale. The story plays out in a well maintained HDB flat.
Fast Retailing
CNY 2021 advert conclusions
For CNY 2021, across all the countries that I looked at, there were signs that advertisers budgets seem to be hurting. I have looked at this for a few years and never seen as many spots done on just a 15-second execution before. Especially given the opportunity that Chinese new year gives to get consumer spend and built brand salience.
Imagine the John Lewis Christmas ad, or the Coca-Cola holidays are coming creative treatments as just 15 second spots?
The Coca-Cola Company
Storytelling becomes much harder. The planner has to craft a tighter brief and the creatives have to work harder to just get a good result, let alone a great result.
A friend of mine once said that there might be a correlation between the amount of presents featured in a John Lewis Christmas ad and the likely retail performance during the holiday. I think we can draw a similar heuristic between 15 second spots and likely business performance.
More information on past Chinese new year celebrations
