What is the Chinese New Year TVC usually talking about? reunion, reunion, or reunion.
Whenever it comes to node marketing, too many advertisements of the same type are one of the difficulties for brands to launch TVCs. When the public is faced with an overwhelming number of TVCs, it is inevitable that there will be resistance due to the homogenization of content.
Therefore, brands may only avoid the universal expression of the theme of "reunion" in order to avoid vulgarity, so that the New Year TVC can escape the embarrassment of "let's wrap - dumplings - smash - ".
Today, TOP Jun took stock of the top ten Chinese New Year TVCs in 2024 to take a look at what themes can be talked about during the Spring Festival in addition to reunion.
apple
Focus on Gen Z resonance
When you are dissatisfied with your own feelings, do you choose to continue to be yourself, or become someone else?
Apple's short film is still a product of the "Shot on iPhone" Lunar New Year campaign, but unlike the previous two years' "Comeback" and "Passing the Five Levels", this year Apple tells a more nuanced story from the perspective of a little girl.
Apple's "Little Garlic"
The short film is directed by Hollywood director Marc Webb, played by national actor Fan Wei, and the protagonist is a little girl with a "garlic nose".
There will always be certain moments in life that are particularly eager for the approval of others, such as Xiaowei's childhood desire to be liked by new classmates, such as her desire to be accepted by society when she first arrived in Shanghai from a small town.
So, like the protagonist of the Korean movie "Inner Beauty", she changes different looks according to her needs. But running away from herself also made her lose herself, even her grandfather's advice no longer worked, and only herself could save her.
Appearance anxiety, social media anxiety, and job search dilemmas are all common feelings of anxiety among Generation Z in recent years. Based on this insight, Apple launched "Little Garlic", which not only showcases the imaging power of the iPhone 15 Pro Max, but also intends to use emotional resonance to speak to Gen Z consumers.
Bmw
"Scientifically verified" Chinese metaphysics
To tell you a hot story, the upcoming Lunar New Year is the Year of the Dragon. Let's talk about trivia, BMW, founded in 1916, is the "natal year" this year.
BMW, which coincides with the birth year, has carefully launched the micro-film "Project Jupiter", trying to interpret metaphysics with science.
BMW's Jupiter Project
At the beginning of the short film, the copywriting of the imitation movie "The Wandering Earth" and the pseudo-documentary-style jitter and character interviews similar to "Cosmic Exploration Editorial Department" made TOP Jun almost make a comment of "form is greater than content".
It wasn't until the BMW XM came out that the story was back on track. Under the superposition of absurdity and cold humor, scientific researchers carried out rigorous and serious scientific experiments again and again, until the "Jupiter Project" was finally finalized as the "Law of Red Fortune".
Handmade Geng, Zhang Chaoyang, Yi Lijing and others also leave the country in a united, tense, serious and lively state in the film, they seem to be talking nonsense seriously, and they are really trying to make the audience believe that red can change the fate of the earth.
As a result, the BMW building, BMW's new models, BMW's high-level outfits, and even BMW's employee canteen are all full of festive red. The wonderful combination of traditional folk customs + science fiction once again reflects BMW's pioneer attitude during this Spring Festival, who says that metaphysics can't be scientific?
Taobao
A small innovation in the reunion narrative
On Taobao, every product purchased by a user is called a baby.
This time, Taobao launched the advertising film "Baby Received" at the beginning of the Spring Festival, calling everyone who works hard outside "a baby who comes home".
Taobao "Baby Received"
Accompanied by the classic BGM of the Korean drama "Please Answer 1988", Taobao's greetings to those who return home are eloquent.
During the year, people receive many treasures. But when the Spring Festival begins, the only baby that every household is looking forward to the most is "you". The feeling that the family hopes for "you" to come home is just like the state of people who look forward to receiving their packages every day.
Taobao uses the comparison between wanderers and commodities to arouse the emotional resonance of users, providing a touch of warmth in the busy Spring Festival - people are looking forward to not only the New Year's goods, but also the person they miss the most.
It is worth noting that the logistics update prompt that pops up above this short video is also updated in real time with the progress of the "babies", conveying the powerful service of Taobao as an e-commerce platform.
Swipe left and right to view
Perhaps this short film still has a "reunion" background, but the different ways of telling it make it closer to the mood of the younger generation. In the overwhelming Chinese New Year advertising, innovation can also bring a different color to the traditional narrative.
Jingdong Supermarket
You can buy it at any time
Also using the reunion narrative to deliver platform services is JD Supermarket, which focuses on local life services.
Eating Chinese New Year's Eve dinner on the thirtieth day of the Chinese New Year's Eve is a necessary ritual for every family during the Spring Festival. In this once-a-year large-scale gathering, the table-pressing dish has an unrivalled status. Jingdong Supermarket used "Lao Wang's Table Pressing Dish" to tell the convenience of its service.
Jingdong "Lao Wang's Table Pressing Dish"
At the Chinese New Year's Eve dinner, young people always bring their lovers to meet their parents, but sometimes, it is the parents themselves who are nervous. No, the old Wang and his family, who wanted to prepare a sumptuous Chinese New Year's Eve dinner for their son and future daughter-in-law, fell in love with king crab.
Under the "foolishness" of the vegetable seller, Lao Wang decided to buy one in advance to raise himself in order to avoid the high price of the Chinese New Year's Eve, but unexpectedly, after a toss, the "pet" king crab still failed to survive until the Chinese New Year's Eve.
Jingdong Supermarket made its debut at this time - in the Chinese New Year's Eve, you can also buy fresh and non-premium king crab, and finally realized Lao Wang's pressing table dishes.
Under the slightly witty expression of life, the platform uses the concept of "pressing the table" to convey the platform's instant service. It is also a reunion, and it can also attract users in ways other than warmth.
Youku
The cultural imagery of the Year of the Dragon
Of course, the New Year blockbuster is also indispensable for the emphasis and re-emphasis of the [Dragon] element.
Youku launched the main logo of the Year of the Dragon with the theme of "Youku in the Year of the Dragon, Good Luck", and also cleverly integrated the Year of the Dragon logo in the creative short film "A Good Show".
Youku "Good Show"
With the flashing of many classic IPs such as Youku's New Year's drama "The Case of Tang Di Gong" and "Cangyuan Tu", "Do You Know If You Should Be Green, Fat, Red and Thin", "Round Table Pie", Youku's Year of the Dragon theme logo appeared in the picture without any sense of disobedience.
If you look closely at Youku's main logo, you can find that it is inspired by "YOUKU+Dragon+2024", and has formed a pattern similar to the word "dragon" through clever combination creation, integrating brand memory points into traditional cultural imagery.
And the Youku Year of the Dragon logo reflects a more important point, that is, the "one-stop show" Spring Festival hit film list. They represent a new chapter in Youku's content at the beginning of the year, and also show Youku's confidence in persevering in doing a good job in content in the new year.
Gaode map
Anthropomorphic Chinese Road
Spring Festival is a "big war" that Chinese must go through every Spring Festival. In addition to public transportation such as airplanes and high-speed rail, many people choose to drive home by themselves.
As a map app, AutoNavi Map launched the "2024 Warm Way Home" service plan on the occasion of the 2024 Spring Festival, and simultaneously launched the short film "China Road", so that the road home is no longer long and boring.
AutoNavi Map "China Road"
Drivers don't need to be afraid of the ramp of the Puxi Viaduct, because lane-level guidance keeps you from going the wrong way, and Guiyang's National Highway 321 invites motorcyclists to turn on their motorcycle navigation and avoid problem sections in advance......
In the film, the roads of various provinces and cities introduce themselves in local dialects, explaining their determination to "escort" everyone who goes home.
The protection of this road for the Spring Festival people is the guarantee provided by AutoNavi Map for users.
AutoNavi Map "2024 Warm Way Home"
AutoNavi uses the anthropomorphic way of China Road to communicate with users, which not only emphasizes the platform service, but also uses the macro concept of "China Road" to arouse wide resonance among Chinese people.
Chinese spirits
The warmth of the Chinese New Year's Eve dinner in a foreign land
After talking about the scenes and moods of most people going home for the New Year, we should also care for the workers who are still working hard and unable to go home during the New Year.
China Jinjiu and comedian Da Pan launched the Chinese New Year micro-film "Face to Face", presenting a Chinese New Year's Eve dinner that does not go home.
Chinese Spirits "Face to Face"
Chinese New Year's Eve, Brother Yang, who was making noodles for the familiar customer Lao Li, still did not grab a ticket home, but he was supposed to be worried about going home, but he was suddenly attracted by a familiar courier figure.
Brother Yang followed the courier all the way, but found that the person was not what he was looking for. However, the courier at the Chinese New Year's Eve dinner of the stranger brought the person Yang Ge was looking for - the benefactor he met a year ago.
When Brother Yang was at the end of his rope, a stranger used a glass of strong wine and a fishing rod to ignite his hope. And in this Spring Festival, Brother Yang used his own store to realize the Chinese New Year's Eve dinner of several foreigners.
Here, "energetic" becomes a kind of inheritance.
In the micro-movie of strong wine, there is no consummation of the family reunion of the Chinese New Year's Eve dinner, but the warmth brought by the true nature of human nature can be said to be one of the best answers to the Chinese New Year's Eve dinner.
Mercedes-Benz
Sincere wishes with homophonic stalks
There are always some "rushes" in life, which accompany us through another year. Family, career, health...... These "rushes" make us stop and stop, and keep running forward.
Mercedes-Benz borrowed the word "Ben" in the name of the Year of the Dragon, wishing everyone always had expectations in their hearts and a "great head" in life.
Mercedes-Benz
Year after year, people seem to never stop, what are they running to?
The romance of the starry sky, the warmth of spring returning to the earth, and the hope of bright lights...... These are destinations that people never stop to go to year after year.
What people are trying to run for is not only a variety of specific intentions, but also the expectation of "getting better every year".
In Mercedes-Benz's New Year's video, "Mercedes-Benz" is not only its brand name, but also the epitome of a life attitude, which means the spirit of continuous progress and tells the beautiful fragments of life.
Mercedes-Benz also used this short film to wish people a great success in the new year, and sent sincere wishes with the same word.
Walmart
The magic segment focuses on selling goods
After reading a variety of warm narratives that resonate with consumers, let's adjust the taste with some magical multi-segment advertising.
Walmart launched the TVC "Wal-Mart New Year's Goods, New to Unexpected", which attracted people's attention.
Wal-Mart "Wal-Mart New Year's Goods, New to Unexpected"
In the freezer, the boss of the hot pot gang is torturing the snail noodle spies who want to "abandon the darkness and turn to the light", but they don't know that the owner outside the refrigerator has merged them into one and is ready to eat snail noodle hot pot;
When the weak scholar met a delicate woman, he would only give a sentence of advice to drink hot water, which caused the woman to be dissatisfied, but he didn't expect that the 45-degree thermos cup had been carried with him;
A man in the restaurant began to Zhuang Bility, ordering a large pot of abalone and ginseng wings, and the endless pretense eventually aroused the dissatisfaction of the "waiter", but it doesn't matter, Wal-Mart can also eat delicacies at home......
Wal-Mart's New Year's ad is simple and crude, with only the word "selling goods" as the theme, but it is also a clear stream of various literary words and warm stories.