With the Chinese New Year festivities fast approaching, brands have been stepping up their game with compelling ads that aim to celebrate the holiday spirit and make a lasting impression on consumers.
As this year marks the Year of The Dragon which is said to be the most auspicious of all the 12 zodiac animals, it is no surprise that many brands have chosen to present themes of abundance and joy this year with clever twists on tradition.
This year, A+M’s inbox was filled with a mix of heartwarming and hilarious ads as brands celebrate the Year of the Dragon. From catchy jingles to chaotic family reunions, we have compiled a list of our favourites for 2024 below for your viewing pleasure.
Skincare brand Aiken is empowering Malaysians to be the brightest stars this Chinese New Year with a new campaign titled "The Aiken Brightest Star". "The Aiken Brightest Star" pays homage to Hong Kong actor and filmmaker Stephen Chow via a CNY brand film. The film references his recent global hunt for women to audition for his upcoming Shaolin Women's Soccer movie too.
"The Aiken Brightest Star" also features an open letter from Aiken to Stephen Chow, inviting him to watch the brand's film. Additionally, it serves as a call for Malaysians to be their brightest selves this Chinese New Year via the #AikenBrightestStar contest.
Ushering in the Year of the Dragon, Apple has unveiled its seventh annual film shot entirely with the iPhone 15 Pro Max to celebrate the festive occasion.
Done in collaboration with TBWA\Media Arts Lab Shanghai, the 15-minute film titled “Little Garlic” (小蒜頭) is directed by American filmmaker Marc Webb and features Chinese actor Fan Wei (范偉) in a lead role.
The film tells the heartwarming story of a young girl with a unique shapeshifting ability. Through her journey, she learns to overcome her insecurities and embraces her true self. The film aims to bring the audience a heartwarming tale about self-discovery in their pursuit of life in the modern world.
In celebration of the Year of the Dragon, Burberry has dropped its Lunar New Year campaign and collection to share the festive spirit with emphasis on the colour red.
As part of the campaign, members of Burberry’s global community, including brand ambassadors Tang Wei, Chen Kun, as well as cast members He Cong, Wang Xiangguo and Alex Schlab, explore the streets of Chengdu while showcasing it's latest collection, with photography and film shot by Ryan McGinley.
CelcomDigi is inviting Malaysians to embrace the festive spirit of the Year of the Dragon through a brand film that features a young dragon who loves to play the drums against his human family’s wishes.
Titled Rhythm of Destiny, the film begins with text that says, “it is a generational belief that every child is destined for great things, especially those born in the year of the dragon.”
These sentiments are felt by the protagonist Xiao Loong whose passion for making music is not taken seriously by his family who wishes he was better at studying. In fact, whenever he plays the drums, his parents would confiscate his drumsticks.
Dermatological skincare brand Cetaphil is inviting Malaysians to achieve healthy radiant skin this Chinese New Year with a new campaign.
Titled 'Shine Like a Dragon', Cetaphil is encouraging viewers to adopt a simple skincare routine - cleanse, moisturise and protect their skin (CMP) - in the upcoming year of the Dragon.
The routine, dubbed as the three-step CMP routine, features three different product ranges including Cetaphil Core, Cetaphil Bright Healthy Radiance and Cetaphil Optimal Hydration.
6. Hong Leong Bank
Hong Leong Bank is retelling the inspiring story behind Sin Eng Hoe biscuit factory in its new Chinese New Year campaign titled "Wealth of a lasting legacy".
The brand film highlights the biscuit makers' long legacy in the industry, rooted in their tenacity, creativity and spirit of upholding traditions and values.
"Wealth of a lasting legacy" begins with bringing viewers back to 1982 where a family is seen making biscuits together. The father tells his children that making biscuits is just like doing business and that they should always be honourable and not cut corners.
lululemon has unveiled a Lunar New Year campaign featuring Malaysian actress and producer, Michelle Yeoh, to celebrate the arrival of spring, a season signifying rebirth and new beginnings.
As part of the campaign, a short film titled “Be Spring” was launched featuring Yeoh and eight theatrical dancers from the Shenzhen Opera and Dance Theatre. While the short film was shot in the mountain settings of Jingning (景寧) and Xiandu (仙都), it presents a poetic enactment of the meeting of mind and body and explores the concept of well-being, aiming to invite viewers to find eternal spring in their everyday lives.
Malaysian telecommunications company, Maxis has launched a Chinese New Year film that aims to remind consumers to have deeper conversations with their loved ones.
The campaign film features actor Jack Tan, DJ Maq Lai, DJ Yoon Ng and former national badminton player Goh Liu Ying as they get tasked with having a heart-to-heart phone call with a loved one.
“This year, our brand video revolves around the theme of making CNY celebrations even more special by creating more meaningful connections with our loved ones by expressing what’s in our hearts,” said a representative from Maxis.
9. Mr D.I.Y.
To ring in the year of the Dragon, Malaysian home improvement retailer, MR D.I.Y. Group has released an emotional and heartfelt Chinese New Year brand film along with a virtual love letter writing activity for consumers.
Titled ‘Wo Ai Ni’, which translates to ‘I Love You’ in English, the brand film follows a retired school headmaster as he struggles to express his love for his family with whom he has been especially strict. The ad even introduces him as Long Wei Feng, the strictest headmaster in the country.
Car manufacturing brand Perodua is celebrating Chinese New Year with a heartwarming festive film titled "Planting Abundance".
The film follows the journey of a farmer who starts his day picking pomelos at a plantation before selling them at a market. He ends his day by bringing a few pomelo fruits home to his family and shares some of the fruits of his labour with his neighbours.
Throughout the film, a narrator explains the meaning of abundance and how it can be achieved by sharing our blessings with our neighbours, friends and the community, especially when there is aplenty.
RHB Bank is looking to make neurodiversity and inclusivity the heart of its Chinese New Year campaign this year with a dramatic retelling of autistic rights activist and filmmaker Beatrice Leong’s life.
Created together with RHB Bank’s creative agency FCB Shout, the film, titled Acceptance is shot entirely from a first-person point-of-view to help viewers see through the eyes of Leong and better understand how an autistic person navigates the world around them.
“At RHB, we are committed to making progress happen for everyone, and our various diversity, equity and inclusion (‘DEI’) initiatives are testament to this,” said Abdul Sani Abdul Murad, group chief marketing officer of RHB Banking Group.
12. Taylor's University
Malaysian university, Taylor's University, has released a Chinese New Year brand film exploring insightful conversations with varying perspectives.
The brand film, titled 'Table Talk' shines a spotlight on disagreements amidst the celebrations and tackles topics such as Malaysia's diverse cultures, education, career opportunities and marriage. It also aims to underscore that there are no universally correct opinions on certain topics and that decisions are shaped by numerous factors.
"The film embodies a celebration of diverse dialogue — the capacity to converse, debate, and dissent signifies the vitality of our society. Despite our differences, the film beckons viewers to acknowledge that common ground is always within reach," said Ben Foo, Taylor's group chief marketing officer.
Malaysia internet provider Time is cutting through the sea of sentimental Chinese New Year ads with its own humour-filled campaign titled "Your Father's Ad".
"Your Father's Ad" follows a conversation between an Indian family whose sister questions why they're all Indian when they're in a Chinese New Year ad.
Her older brother tells her that Time lets them do whatever they want, just like their father's company.
Health and beauty retailer Watsons Malaysia is ringing in the Lunar New Year with its #HappyBeautifulYear 2024 campaign titled 'Enter the Dragons'.
The campaign aims to foster togetherness, emphasise family unity, and highlight the importance of health and beauty.
Anchoring the 'Enter the Dragons' campaign is a new brand film by Watsons. The brand film sees a drama unfold as tensions run high between the Dragons family as they prepare and make their grand entrance for Chinese New Year.
Food and beverage group Yeo Hiap Seng (Yeo's), is marking the Year of the Dragon with a new 'Savour the Joy of Togetherness' campaign featuring a heart-warming brand video and limited-edition packaging for its packet drinks.
'Savour the Joy of Togetherness' underscores the importance of family gatherings not just during the annual reunion, but throughout the entire year.
The Chinese New Year brand film follows a young boy on a secret mission to surprise his family with a Dragon dance during reunion day.
16. ZUS Coffee
ZUS Coffee has collaborated with local singer and music producer Gaston Pong on a cheeky music video that features an animated pink dragon for Chinese New Year. Titled ZUSBringsItONG, the music video begins with Pong’s Mother performing Chinese opera before she abruptly starts nagging him to get out of bed and start his day.
“In the music video is a group of family and friends having fun and celebrating the reunion regardless of their age group, Chinese New Year is really all about reuniting with friends and family, said Stephy Foong, Vice President of growth and marketing at ZUS Coffee in conversation with A+M. “And our brand has always been motivated to create delicious, feel-good moments for our customers,” she added.
The music video also highlights ZUS Coffee’s new watermelon-flavoured drinks and limited edition packaging that features the animated pink dragon. Drinks in the collection include a watermelon latte and a pink non-caffeinated watermelon frappe.
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