5 Secrets Behind The Famous Chinese Commercial Revealed

In the vibrant world of advertising, Chinese commercials have carved out a niche for themselves, often leaving a lasting impression with their creativity, cultural depth, and unexpected storytelling. These commercials are not just about selling a product; they are a journey through art, culture, and emotion. Here are 5 secrets behind the famous Chinese commercials that reveal the intricate craftsmanship behind them.

Secret 1: Emotional Narrative

One of the most compelling aspects of Chinese commercials is their ability to weave an emotional narrative. These ads often tell stories that resonate with universal human experiences. For instance, the famous Samsung's "The Maze" commercial encapsulates the journey of a father and daughter's relationship, using emotions like love, regret, and reconciliation to engage viewers.

Practical Example:

• Samsung's "The Maze" uses scenes of nostalgia and familial bonds, tapping into the emotional reservoir of the audience. It's not about the technology, but about the moments that matter.

Advanced Techniques:

• Use subtle cinematic storytelling techniques like color grading to evoke specific emotions. Cooler tones can signify sadness or longing, whereas warm hues might reflect joy or hope.

<p class="pro-note">🎬 Pro Tip: Emotional storytelling in commercials can also be enhanced by incorporating culturally resonant symbols, which are often subliminal cues for the audience.</p>

Secret 2: Cultural Depth

Chinese commercials dive deep into cultural narratives, leveraging symbols, traditions, and history to communicate messages that resonate with cultural pride. A notable example is Alibaba's 'Going Home' campaign, which uses the Chinese New Year as a backdrop to show family reunion.

Practical Example:

• The "Going Home" ad showcases the tradition of the Chinese New Year, where the longing to return home is portrayed through a blend of tradition and technology.

Helpful Tips:

• Incorporate iconic elements like Zodiac animals, traditional festivals, or historical landmarks to give your ad a cultural depth.

Troubleshooting Tips:

• Ensure that cultural references are not clichéd. Focus on creating a narrative that feels modern while respecting traditions.

<p class="pro-note">🎎 Pro Tip: Always ensure cultural sensitivity; avoid stereotypes, and seek local expertise for authentic representation.</p>

Secret 3: Subtle Product Placement

The art of subtle product placement in Chinese commercials allows the narrative to take center stage while the product remains a natural part of the story. For example, in Huawei’s 'Shoe Box' commercial, the story revolves around a young boy's adventure to get a shoebox to his father, with the phone playing an almost secondary role.

Practical Example:

• In the "Shoe Box" commercial, the focus is on the boy's mission rather than the phone's features. This integration makes the product memorable without overt advertising.

Helpful Tips:

• Instead of showcasing the product, focus on how it integrates into the narrative or improves the lives of the characters.

Troubleshooting Tips:

• Avoid making the product the hero; let the story guide the viewer to appreciate the product's necessity.

<p class="pro-note">🌟 Pro Tip: Storyboarding in advance can help in placing the product in a way that feels organic and not forced.</p>

Secret 4: Creativity in Execution

Creativity is at the core of Chinese advertising. These commercials often surprise and delight with their unconventional ways of storytelling or product demonstration. The Apple's 'Three Minutes' campaign, though not Chinese, influenced many with its unique perspective on time, inspiring similar creative approaches in Chinese ads.

Practical Example:

• "Three Minutes" by Apple, though not Chinese, shows the power of an unconventional approach where a day's worth of activities is seen through someone else's iPhone usage.

Advanced Techniques:

• Utilize augmented reality or interactive elements in your commercials. These can make viewers part of the story or show the product in innovative contexts.

Troubleshooting Tips:

• Stay true to the brand's ethos; creativity should not deviate from the brand's core message.

<p class="pro-note">💡 Pro Tip: Experiment with non-linear storytelling to keep the audience engaged and intrigued throughout the commercial.</p>

Secret 5: Tapping Into National Pride

Chinese commercials often foster a sense of national pride, showcasing the country's progress, innovations, and cultural richness. A prime example is Lenovo's 'Rewrite the Future' campaign, which promotes Chinese achievements in space, technology, and innovation.

Practical Example:

• In "Rewrite the Future," Lenovo highlights China's strides in technology, resonating with viewers who take pride in their nation's achievements.

Helpful Tips:

• Use images or symbols of national pride like the Great Wall, traditional instruments like the Guqin, or landmarks like the Terracotta Warriors.

Troubleshooting Tips:

• Ensure that the promotion of national pride doesn't cross into jingoism or nationalism. Balance is key.

<p class="pro-note">🇨🇳 Pro Tip: Subtly integrating national pride can be done through visuals, music, or even the story's outcome, creating a layered ad that appeals on multiple levels.</p>

Wrapping Up

The secrets behind Chinese commercials reveal a deliberate, thoughtful approach to advertising where every element serves a purpose beyond selling a product. They engage, entertain, and emotionally resonate with their audience, creating ads that are not just commercials but pieces of art, culture, and storytelling. As you explore more about these ads, remember that their impact comes from a delicate balance of emotion, culture, and product integration.

<p class="pro-note">✨ Pro Tip: Don't just emulate; innovate within your cultural context to create ads that not only sell but also leave a lasting impression on the audience.</p>

FAQ Section

  

    

      

        
Why do Chinese commercials focus on emotions?
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Emotional storytelling resonates universally, helping brands connect with consumers on a deeper level, fostering loyalty and brand recall.
      
    
    

      

        
Can foreign companies use these strategies in their advertising?
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Absolutely! Adapting and tailoring these strategies to different cultural contexts can help foreign companies connect with local audiences effectively.
      
    
    

      

        
What role does culture play in these commercials?
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Culture provides depth and authenticity, helping brands to not only sell a product but also share stories that reflect societal values and traditions.