LINK:https://www.adsoftheworld.com/media/film/nike_chinese_new_year_2020_red_envelope
THOUGHT
The AD was specially shot by Nike for the Chinese market during the spring festival.
The ads presumably revolve around a traditional behavior during the Chinese New Year. During the Spring Festival, relatives visit each other, and adults give red envelopes to children to symbolize greater happiness in the coming year. But Chinese people are very humble, so when they receive a red envelope, they politely refuse it.
The child in the advertisement chooses to run away after many rejections, and her elders chase after her. The children’s shoes were highlighted to the audience several times during the run. As a result, the elder used the popular network red envelope, which made the whole story very interesting.
At the end of the story, the grown girl gives a red envelope to the elder. The camera shows the shoes the old man is wearing, and the old man starts to run away.
The whole advertisement is accompanied by relaxing background music and very plain lines.Let the audience watch the whole advertisement with ease and pleasure
New Associations
,The AD keeps emphasizing the red envelope and “take it” ,I was very impressed with the whole advertisement.
‘[Advertising creativity] may be best described as the forming of a new association of words, images, meanings or events to produce an original communication intended to modify buyer behaviour in some way’ (Ewing, Napoli & West, 2001, p. 161)
Unexpected but relevant
The AD cleverly links Nike’s sports shoes with traditional customs during the Spring Festival,and very interesting and creative.Such ads impress audiences, especially In China
‘Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way’ (Drewniany & Jewler 2014, p.2)
Attention grabbing
In the advertisement, the scene of my aunt giving red envelopes to little girls every year caught my attention,the same story repeats itself every year.And the little girl’s sudden escape is also very remarkable.
‘Only when the execution of the commercial “grabs” them, whether through pathos, an unexpected laugh, or a sudden “snap”, do people pay attention to or think about advertising (West, Kover & Caruana 2008, p.42)
Surprise and regularity
At the end of the story, the grown girl gives her aunt a red envelope. The scene cuts to the Nike sneakers worn by her aunt, and the girl starts chasing her aunt.Role reversal with the beginning of the advertisement.I found it very surprising and interesting.As if the whole story wasn’t over yet.
…creativity emerges from the basic elements of surprise and regularity. An appropriate balance between the two elements underlie creative ads’ (Goldenberg & Mazursky 2007, p.284)
Reference List
Ewing, M, Napoli, J & West, C 2001, ‘Creative Personalities, Processes, and Agency Philosophies: Implications for Global Advertisers’, Creativity Research Journal, vol. 13, no.2, pp. 161–170.
Drewniany, B & Jewler, A 2014, Creative Strategy in Advertising, 11thedition, Thomson Wadsworth, Boston.
West, D, Kover, A & Caruana, A 2008, ‘Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?’ Journal of Advertising, vol. 37, no. 4, pp. 35–46.
Goldenberg, J & Mazursky, D 2007, ‘Advertising Creativity: Balancing Surprise and Regularity’, in Tellis, G & Ambler T (eds), The SAGE Handbook of Advertising, SAGE, London.
Felix & MY 