Nike’s First-Ever Chinese New Year Ad Is Melting Hearts Around The World
By Mikelle Leow, 13 Jan 2020
Video screenshots via John Che Lin
Nike has launched its first-ever commercial for Chinese New Year, circling around the red envelope culture practiced by Chinese people around the world.
The advert was introduced to international audiences by Nike’s Senior Director of Brand Communications, Jonathan Che Lin, and is touching the hearts of social media users all over the globe.
Each year, Chinese people exchange red packets with money as a symbol of happiness and blessings.
The minute-long short traces the growth of a little girl each Chinese New Year, who repeatedly refuses a red envelope offered by her aunt because she’s been told by her mother that it’d be rude to accept it.
Upon her aunt’s insistence of her taking the envelope, the girl successfully escapes each year as she runs around town, while her relative lags behind.
The ad even depicts China’s present preference to go cashless, and shows a year when the aunt decides to transfer a red envelope to her niece via an app. Unfortunately, her offer is still rejected. This goes on until the niece, eventually a young woman, finally accepts the red envelope one year.
As with Chinese tradition, married couples are to hand out red packets containing money to their elders and single relatives. This time, the niece is now a married woman and tries to return the favor of receiving red envelopes to her aunt, who one-ups her niece by fleeing the gathering in Nikes.
It turns out that the aunt has always been unmarried, and was never obligated to pass the red envelope to her niece.
Proud to launch the first ever Nike CNY spot. Proud of the team behind it. Happy Chinese New Year one and all, regardless of where you're from.Posted by John Che Lin on Monday, January 6, 2020
Epic battle of the Red Envelope, the traditional Chinese New Year gift, by Nike. https://t.co/vPYIz145tK— Juha Moilanen 莫寒 (@moilanen_hoo) January 12, 2020
It's implied from the last scene (when the married grownup niece gives an ang pow to the aunt) that the aunt is unmarried and therefore was never obligated to give ang pows.— Peter Lin (@prodigalgeek) January 10, 2020
[via Nextshark, video and cover image via John Che Lin]
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