Today is the start of CNY 2020 (Chinese New Year 2020). January 24 is ‘New Years Eve’. It is the year of the rat, which symbolises another start in the Chinese horoscope cycle. Here are some of the best examples of adverts celebrating Chinese New Year (CNY 2020).
Nike China benefited enormously from this advert done by Wieden & Kennedy Shanghai. Which is a take on the politeness of ‘oh no, you shouldn’t have but on a very amped up level’. Reminded me of my interactions as a small child with my Granny in Ireland ‘Ah go on, go on, you will, you will’ aspect a la Ms Doyle in Father Ted. Nike ZoomX Vaporfly NEXT% which provide runners with an unfair advantage play a starring role in the film.
By comparison, Adidas’ effort is beautifully made; with really high production values and a riot of colour like you’d expect for Chinese New Year. But in my opinion, it lacked that killer idea and talkability compared to Nike.
As with other countries Apple China’s shot on… series of adverts merges film directors, storytelling and ‘eats its own dog food’ by shooting using the Apple iPhone 11 Pro. As in previous years Apple stays away from the usual cliches. For CNY 2020, Apple tells the story of a single mother and her child. Single parents are seldom visible in Chinese advertising as so much emphasis in society is put on marriage. It’s well worth a watch.
Malaysia’s Chinese community may only make up 30 per cent of the population; but its Chinese New Year adverts punch above their weight in comparison to other countries and CNY 2020 was no exception.
Telenor-owned Digi Telecommunications film Home is about the family visiting an aspirational daughter in her new home for lunar new year. It cuts through some of the chintz of the celebrations with a working class family grafting away, but ultimately family bonds conquer all.
Panasonic Malaysia’s video takes a little while to get in the swing but when it does I could imagine it being a right ear worm. You put this on TV and radio to get a really efficient campaign. It also stays away from being overly sentimental.
It wouldn’t be a round up of Chinese New Year adverts if there wasn’t at least one that tugs at the heart strings. Malaysian RHB Group who provide banking services came up with this tear-jerker. If you don’t well up just a little you’re a sociopath.
One of the weakest efforts that I have seen this year was this effort by Dyson to promote the air purifying qualities of their fans. The sole nod to CNY 2020 is the brief red envelope with an engineering drawing on it at the start of the video. I don’t know who commissioned this for Dyson; but they should be hanging their head in shame.
SingTel’s recent festival related advertising have pulled on the heart strings, and been ‘anti-millennial’ – like The Gift shown for last Christmas. By comparison this one is a classic situation comedy highlighting all the benefits of connectivity. The humour reminded me of the Hong Kong film series All’s Well That Ends Well – which are usually in cinemas over Chinese New Year.
Prudential Singapore have a wider campaign going called #MindTheGenerationGap over CNY 2020 and have put together some nice branded content like this cooking programme with lovely interstitial animations
What the Heck Does Luxury Mean Now? | GQ – a new and enticing definition of the word emerged with flawless-diamond clarity: big European houses hired a swath of truly cool designers who rewrote the rules of exclusivity and quality, breaking brands free from its tiresome cliches about who and what was indulgent, beautiful, and elegant. Figures like A$AP Rocky and Frank Ocean became the new doyennes of style and taste; Alessandro Michele, Virgil Abloh, and Kim Jones became worldwide superstars; and Supreme convinced a new generation that you could make inexpensive stuff with the rigorous sensibility of a fashion house. Things that were once secret became matters of global pop-cultural importance—a lot of people now follow the haute couture and menswear shows like others follow football
PopSockets, Sonos, and Tile Ask Congress to Rein in Big Tech | WIRED – it wasn’t until PopSockets agreed to spend $2 million on retail marketing that Amazon finally clamped down on the fakes and knockoffs. Amazon denies this, and says that worked “with PopSockets to address our shared concerns about counterfeit.”But there were still other problems: Barnett says Amazon frequently lowered the price of PopSockets products, and then expected his company to make up the difference—even though that was never part of their contract. Amazon would “dress up requests as demands, using language that a parent uses with a child, or more generally, that someone in a position of power uses with someone of inferior power,” Barnett wrote in testimony sent to Congress. Am I shocked that Amazon is playing hard ball in the way that everyone from Tesco to Wal-Mart have done? No. But the problem isn’t the tactics per se, but the scale at which Amazon operates. Also Tesco and Wal-Mart might try and tear your face off with look-a-like private label products, but they won’t intentionally cross the line into selling counterfeit products
Facebook apologises after Xi Jinping name translated as an obscenity – While China does not allow its citizens to access Facebook freely, the country is the company’s largest source of revenue after the US. Facebook is setting up an engineering team at its Asia-Pacific office in Singapore to focus on the lucrative Chinese advertising market, Reuters reported this month.
The durable history of Casio’s durable G-Shock watch – the company gets asked all the time about how it might create a smartwatch that lives up to users’ rugged expectations for its storied brand, but that any such product would have to be a G-Shock first. “I believe you can rest assured that it will be uniquely G-Shock in its form factor, unlike anything we have seen before.” If Casio carries its tradition forward, you’ll be able to read all about it—right on the face of the watch itself
Facebook does not understand the marketplace of ideas | Financial Times – The first critical flaw in Mr Zuckerberg’s thinking is the idea that the marketplace for goods is efficient without regulation. Much of the thrust of economics over the past half century has been to understand what regulations are needed to ensure that markets work. We have tort laws that ensure accountability if someone is injured and we don’t allow companies to pollute willy-nilly. We have fraud and advertising laws to protect consumers against deceptions — recognising that such laws circumscribe what individuals may say and publish – well worth reading the rest of the article (paywall)
The Mercedes Benz 500E gets profiled by Doug DeMuro. It is the ultimate sleeper car with only mildly flared wheel arches give a hint for the vehicles performance.
Great talk by Shafi Goldwasser from the University of California, Berkeley on the relationship between algorithms and the law. It was given in Tel Aviv
Algorithms have enormous power over our lives from health and finance to credit ratings or the ability to get criminal bail.
Academic Jack Goldsmith on the complex relationship between Jimmy Hoffa, the US trade union movement and the mob including its rise and fall. This is a good hour long interview but worth while having on in the background.
Ogilvy took over the reins from Mother a couple of years ago – Boots didn’t want to move but its owners did a Davos WPP deal – since when it’s been a bit iffy.
More About Advertising blog
Hair Love is an animated short that addresses the complex nature of Afro American hair. But its got as much attention for its sponsorship by Unilever brand Dove as its craft. Is is changing the relationship between art and advertising. I was reminded by Guinness Nigeria development of action films for the African market in the past.
Framed — Pixel Envy – three paragraphs in and it is already setting up the idea that personal privacy and public safety are two opposing ends of a gradient. That’s simply not true. A society that has less personal privacy does not inherently have better public safety; Russia and Saudi Arabia are countries with respectable HDI scores, brutal censorship and surveillance, and higher murder rates than Australia, Denmark, France, and the United Kingdom
Sugar Bear’s Don’t Scandalize Mine was a go to record for me, but I’ve never seen a music video of it until now
What Does Taiwan’s Public Think About Election Interference From China? – The Diplomat – hyper-polarization in views between DPP and KMT supporters highlights the difficulty in addressing cybersecurity and China more broadly. To reach a consensus requires first acknowledging and disrupting the echo chambers in which disinformation campaigns thrive, then the government must implement election transparency policies to more easily expose disinformation efforts. However, with increasing animosity between parties, this consensus may be hard to reach. Citizens may also be concerned that any steps the government takes are limiting their freedom of speech or other rights (paywall)
Try as It Might, Germany Isn’t Warming to Huawei – The Diplomat – Highest on their list of concerns has been the risk of exposing the future German 5G network to large-scale espionage and data theft on behalf of corporate and political actors in China. In recent years, Germany’s intelligence agencies have reported a steady increase in Chinese government-directed espionage and hacking activities against German targets, primarily with the aim of acquiring corporate secrets. China is now considered the source of the majority of cyberattacks against Germany. In 2019, some of the largest German companies confirmed that they had been targeted by a new wave of cyberattacks that likely originated with the Chinese government. During a parliamentary hearing on the issue of Huawei in October, Thomas Haldenwang, the president of Germany’s domestic intelligence agency (Bundesverfassungsschutz), claimed that Chinese espionage and cyberattacks have been expanding into more and more sectors of the economy and the state. According to Haldenwang, while Chinese cyberattacks in Germany were previously focused primarily on private corporations and technology
China Manufacturing:”Elvis Has Left the Building” | China Law Blog – “China’s rising costs, tricky regulations and increasingly unstable geopolitical situation are forcing more manufacturers to move production elsewhere” and we should expect this exodus to gain speed in 2020, “despite the prospect of a minor US-China trade truce.”
Bose and HERE Fuel AR Experience Innovation By Combining Location and Audio Technologies – Semiconductor Digest – HERE Technologies, a global leader in mapping and location platform services, today announced a collaboration with Bose Corporation to jointly enable their respective developer communities to deploy augmented reality (AR) location applications and services. This collaboration gives HERE developers access to the Bose AR platform and spatial-audio capabilities, and extends the HERE platform, positioning and mobile SDK location technologies to developers building audio AR applications and experiences. – ok so turn by turn direction or tourist style apps probably. The most interesting thing for me was that Bose AR isn’t just the audio enabled frames but recent noise cancelling headsets as well
SPH print newspaper ad sales dive 20% on year | Media | Campaign Asia – Singapore Press Holdings, the parent company of The Straits Times, Lianhe Zaobao, and other news publications, saw overall revenue drop 3.8% in the first quarter of fiscal 2020 – interesting acceleration. Part of which is down to media agencies making more money from digital and some due to changing consumer habits. I’ve started taking a print newspaper subscription again as I value the juxtaposition good print design can bring
NYT: Russian hackers successfully targeted Ukrainian gas company Burisma – Axios – Public awareness of the Burisma hack cuts both ways politically. For former Vice President Joe Biden’s campaign, it means document dumps could happen at any time, with accompanying media frenzy and potentially damaging revelations. For the Trump campaign, it means that any such revelations will come pre-tainted with a Russian label
John Lewis marketing boss Paula Nickolds departs before starting | The Drum – Anusha Couttigane, principal fashion analyst at Kantar, said that whoever takes the lead will need to rethink its long-running, and arguably tired, festive advertising strategy which has relied on blockbuster, tear-jerker creative to encourage shoppers into stores. “John Lewis needs to continue evolving its digital marketing efforts. While the company’s Christmas mascot, the accident-prone dragon Excitable Edgar, was warmly received, the debut of the brand’s Christmas advert is simply not the event it once was,” – quite a burn right there.
Sonos hits Google with lawsuit over wireless speaker patents – “Google has been blatantly and knowingly copying our patented technology” for years. Sonos and Google collaborated in 2013 to add the Play Music service to Sonos speakers, and more recently, the two worked to bring Google’s digital assistant to Sonos speakers, alongside Amazon’s counterpart, Alexa. “Despite our repeated and extensive efforts over the last few years,” Spence told the Times, “Google has not shown any willingness to work with us on a mutually beneficial solution. We’re left with no choice but to litigate,”
Dark Patterns after the GDPR: Scraping Consent Pop-ups and Demonstrating their Influence by Nouns, Liccardi, Veal, Karger and Kagal – The results of our empirical survey of CMPs today illustrates the extent to which illegal practices prevail, with vendors of CMPs turning a blind eye to — or worse, incentivising —- clearly illegal configurations of their systems. Enforcement in this area is sorely lacking. Data protection authorities should make use of automated tools like the one we have designed to expedite discovery and enforcement. Designers might help here to design tools for regulators, rather than just for users or for websites. Reg- ulators should also work further upstream and consider placing requirements on the vendors of CMPs to only allow compliant designs to be placed on the market. (PDF)