Jiaqi Luo
Aug 28, 2018

In China, luxury brands sell the (virtual) boyfriend experience

All you need is love...to sell.

Imagine that you’re snoozing in bed. You awaken and click a video on your phone. You immediately see your celebrity crush, a handsome young man with an angelic voice, whispering “Good morning, beautiful” while making intense eye contact with you through the screen. You know it’s an ad, but it’s also an incredibly intimate moment.

In China, this type of virtual intimacy in advertising has become increasingly common, as a genre of POV point of...

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