Budweiser has released a short film for its annual Chinese New Year campaign and it’s a tear-jerker of joy.
Created by Anomaly Shanghai, the campaign spot builds on the brand messaging, “Thanking those who help me, be me” with the story of a young woman who chooses to ditch her parents for the new year with her family, and instead pursue her passion for running a dessert marathon.
We won’t spoil the ending.
Last year’s film ad garnered 667 million impressions, ranking No. 1 for most-watched long commercials on Weibo, and was the most popular film ever created by Budweiser China.
This year’s film premiered in NYC Times Square late last month.
The campaign will be supported throughout the Chinese New Year period with an integrated campaign, spanning TV, OOH, digital, social, packaging and experiential media.
“While our film portrays the story of a marathon runner,” said Elvis Chau, Partner and ECD at Anomaly Shanghai, “It is in fact a universal story that expresses an underlying tension – many young Chinese people keep their communication with their parents to a minimum, because they think their parents don’t really understand who they are. Deep down, however, they know that their parents are also the ones who would support them unconditionally. With the continuation of this campaign platform, we hope that Chinese New Year reunions can become more than an occasion to get together, but an opportunity to express our appreciation to those who support us to be who we are”.
“More and more people are breaking the traditional limits and bravely pursuing their dreams. They might fail, however, to notice that their parents are always supporting them,” said Matt Che, Marketing VP of AB Inbev APAC North, “We encourage worldwide Chinese people to cherish this Chinese New Year as an opportunity to open their hearts, and show their appreciation in their own way.”