Ad Nut
Aug 30, 2017

New Balance China's introspective success hangs in the balance

New work "provides all-weather guidance for venting about life". Whatever that means.

New work

New Balance China has departed from its usual approach to advertising in China, but may regret silencing what was a unique voice.

The brand's ads used to teach good lessons, in an introspective, not preachy way.

Take a look at this 'Letter To My Future Self' campaign from earlier this year, telling the under-reported story of how internet comedian Papi Jiang lived a bland existence in Beijing for the past 12 years...

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