Dove has launched its new Chinese New Year campaign in cooperation with BBDO Beijing, which showcases a touching reunion story between a daughter and her mother and uses Dove to express her love.
Utilising the trope that Chinese people often struggle to show their affections and emotions, especially to their parents, and with more and more young people moving away from home after school, this emotional disconnect is even more apparent during Chinese New Year - an increasingly rare time when they reunite.
In this ad, Chinese New Year is portrayed as a time when mothers and daughters bond over Dove (“De fu”) chocolate, which then becomes part of their annual ritual, as well as their well-wishing of ‘Nian nian de fu’.
Dove’s Chinese pronunciation “De fu” sounds like “have good fortune”, therefore ‘Nian Nian de fu’ could be understood as “Have Dove every year”, as well as “Have good fortune every year”.
The main role is played by the celebrity Guan Xiao Tong - “The Nation’s daughter” – and directed by David Tsui, who is known for his emotional story-telling.
The video has earned over 27 million views in one week.
BBDO Beijing ECD Howard Mok says, “We have created the “Dove Girl” for more than two decades; she has always been an independent, witty and charming girl. However, this year, she misses home. We changed the Dove girl’s image to make it a reflection of everyone; she connected the family and the ritual of Chinese New Year. Through the Dove chocolate box, which contained all of the “Fu” calligraphy over the years, it not only deeply connected the brand and ‘Nian nian de fu’, but also created a unique symbol of blessing Chinese New Year with chocolate.”
“This year, we wanted to tell the story of everyone; the importance of family love and how it lingers no matter how distant we become as life carries us away from our parents. Being headstrong, feisty and independent is one thing, but what is it as young people that we are really rebelling against? Our goal was simply to touch upon this nerve and remind our audience, there’s always someone that loves you back home,” CCO Arthur Tsang added.
Thomas Delabriere, vice president marketing of Mars China, “This Chinese New Year, Dove wants to be the most talked about campaign for a spot that really touches people’s hearts.”
Agency: BBDO Beijing
Chief creative officer-Beijing: Arthur Tsang
Executive creative director: Howard Mok
Group creative director: Gin Tee
Copywriters: Arthur Tsang, Bi Rui Zhang, Ray Xu
Art directors: Howard Mok, Gin Tee, Kevin Ni, Roy Yang
Managing director: Yeat Mung Koo
Executive director: Joshua Teong
Senior planner: Jasmine Lai
Account management team: Jamie Wang, Sophie Hou
Executive producer: Max Lee
Moviola production co.
Director: David Tsui
Producer: Christine IP
Client: Dove Chocolate China
Vice president marketing of Mars China: Thomas Delabriere
Marketing director: Jelina Wan, Bobo Chen
Marketing manager: Lu Fu