Ad Nut
Jan 8, 2016

CCTV to Chinese grads: 'Don't worry, be happy'

From China: 'I'm 23', for CCTV by Huangdao (a member of DDB Group China)

CCTV to Chinese grads: 'Don't worry, be happy'

This recently launched campaign for China's central television broadcaster contrasts a dour, serious 'Boss man' with a collection of peppy young people in brightly coloured scenes who cheerfully proclaim that they're 23—the age of most newly minted university graduates in the country.

According to the agency, the campaign is meant "to encourage China’s fresh graduates to stay upbeat in 2016 as the Middle Kingdom braces itself for an economic slowdown, which will affect employment, especially amongst fresh graduates".

The spot features a BMX champion biker from Jiangsu; Zhejiang, a young fashion designer; an organic farmer; and a "rising star" in the Chinese military.

Ad Nut is not 23, but cannot help feeling more positive already.


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