Hitting replay: How MIRROR scores a nostalgic hit with new MV

Recently, local boy band MIRROR unveiled their new music video "DNA is U", playfully paying homage to iconic Hong Kong advertisements. This creative approach has sparked lively discussions among fans and netizens alike.

Set to celebrate the boy band’s seventh anniversary and evoke Hongkongers’ collective memories, the music video features all 12 members reinterpreting classic advertising scenes. These include the Bigen (美源髮采) hair colour conditioner ad, a boy in a red cap from the Kawai kanyu drop (Kawai 日本肝油丸) ad, and memorable taglines such as “打波先嚟落雨，唔通連個天都唔鍾意我?” from the Social Welfare Department and “電視節目有好多種” from the Communications Authority.

Launched on 3 November, the music video has garnered over 230,000 views and 16,000 likes on YouTube, MARKETING-INTERACTIVE confirmed. This has sparked discussions among netizens about its creative approach and cultural relevance. Many said the video resonates with Hongkongers' collective television memories, while others noted they watched it twice, even though they are not fans of MIRROR.

In fact, MIRROR’s latest music video has sparked discussions among netizens, with over 410 mentions online, according to media intelligence firm CARMA. People are commenting on the nostalgic references, noting the attempt to recreate classic Hong Kong advertisements and the positive emotional responses elicited by the MV. This may be a strategy to connect with their target audience through shared memories, according to CARMA.

Strengthening brand identity with nostalgia

Industry players MARKETING-INTERACTIVE spoke to command the move. Celia Leung, design director, Hong Kong, Design Bridge & Partners, said these iconic Hong Kong ads such as 美源髮彩 and Kawaii 呢 represent a collective memory for those who were born in the ’80s and ’90s, which is also the core age group of MIRROR’s fan.

"These ads trigger their childhood and past memories, making it feels like 'This is our story'. This kind of 'Made for Hong Kong' positioning creates a strong emotional connection with local audiences and reinforces MIRROR’s identity, where they were created by a signature Hong Kong TV competition programme." 

On the creative front, Rudi Leung, director and founder of Hungry Digital, highlighted how MIRROR powerfully embraces its roots in an era dominated by global trends. MIRROR isn’t just a Canto-pop boy band—it is part of Hong Kong’s cultural fabric, he said.

By reviving classic local ads, they’re saying, ‘this is who we are and where we come from.’

By incorporating nostalgia into the music video, MIRROR achieves two key objectives: deepening fan loyalty and reconnecting with generations who grew up in Hong Kong's TV era—where there were no iPhones or streaming, just the same commercials looping for years, becoming integral to the band's identity, according to Leung. “That kind of long-term emotional recall is rare today, and MIRROR uses it smartly.”

This approach aligns with broader consumer trends. According to Ipsos' global trends report, nostalgia is projected to be one of the top three consumer trends in 2025, offering comfort and familiarity in times of rapid change.

MIRROR's success is part of a larger wave in Hong Kong. Jarvis Wong, partner at Omelette Digital, points out that "collective nostalgia has emerged as a significant social phenomenon" for fostering community.

This is evident in the recent re-mastered screening of the 2005 film Initial D, which broke local box office records for restored films by grossing over HK$3.7 million. Similarly, an MTR campaign featuring local artist Raymond Lam, which paid homage to the TVB drama A Step into the Past, gained over 4.79 million YouTube views in just two weeks.

“I’m looking forward to seeing more behind-the-scenes footage, and am especially curious to hear how each member of MIRROR personally interprets this new approach to music video storytelling,” said Wong. 

The next step

While the video has successfully generated buzz, the true measure of success may lie in what comes next. Leung suggested the execution, while effective, could have been grittier to feel more authentic.

As for success metrics, beyond views and shares, let’s be honest—the real measure of success today isn’t just clicks, it’s the brand partnerships that follow.

At this stage, while the concept of incorporating nostalgia in the music video is effective, the execution feels a bit too polished, Leung said. “Tributes need a bit of grit, a touch of imperfection, to feel truly lived-in.”

He added, "I’d love to see them take it a step further: collaborate with the original brands and re-run those ads for real. That would be both fun and commercially clever."

The new music video may have deepened fan loyalty, but Leung said the ads feel more like a collage without strong connections between them. "It would be more impactful to create a storyline that ties these ads together and incorporate classic ad slogans or jingles into the music and lyrics. That would make the piece feel more humorous, unified and strengthen the 'DNA' concept.

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