AirAsia’s Chinese New Year ad celebrates tradition through a child’s journey of discovery

This post is sponsored by AirAsia.

AirAsia’s 2020 Chinese New Year advertisement puts fresh eyes on an age-old tradition – the lion dance. An integral part of the Chinese New Year tradition – bringing in the good and keeping away the bad.

The three-minute spot, conceptualised by AirAsia’s in-house brand team, depicts a young boy’s excitement as he travels to his grandmother’s house for the festive holiday.

The ad opens to the boy’s imagination as a young pilot, looking for the lion in the sky. He snaps back to reality when we see him inside an AirAsia aircraft, en route to his grandmother’s house.

The story continues as he immediately immerses himself in the intricacies of Chinese New Year tradition: from the importance of the reunion dinner to the symbolism of receiving a hongbao from his father – giving him the luck he will need to find the lion.

Riad Asmat, CEO of AirAsia Malaysia, said: “At AirAsia, we want to encourage our flyers to start the new decade with excitement and childlike wonder, letting it light the path to achieve double blessings of abundance, adventure and happiness for the new year.”

Added Rudy Khaw, group head of branding at AirAsia Group: “To a child, every journey is a grand adventure. At AirAsia, that’s exactly how we view travel. It isn’t just a journey, but an adventure waiting to be unravelled. It’s through travel that we find purpose, discover new experiences, reconnect with loves ones and make new connections – ultimately creating our own little adventure.”

Scripted by AirAsia’s in-house regional brand team and executed by director Laura Low, from Passion Pictures, the ad invites viewers to create their own adventures with special promos and discounts on flights, baggage, food, activities, and hotel offerings on airasia.com or the AirAsia mobile app as well as duty free offerings, available on ourshop.com.

The celebration continues onboard as the airline will also be offering special festive in-flight Santan meals, including prosperity tomato egg, and fish stew with rice and pineapple tarts from RM12 on selected AK, D7 and QZ flights from now until 31 March 2020.

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