Ad Nut
Apr 27, 2016

Online film about trust in Chinese couples promotes kitchen hoods, because why not?

From China: "Sakura Range Hoods" for Sakura China by J. Walter Thompson China

Online film about trust in Chinese couples promotes kitchen hoods, because why not?

wide player in 16:9 format. Used on article page for Campaign.


Ad Nut is intrigued by this "online film" and feels that any story, even one about how squirrels trust their instincts in the wild and judge the facial expressions of predators, could have led to a similar message about the reliability of Sakura's kitchen hoods. Unfortunately, squirrels don't cook.

Ad Nut understands that brands need to create videos that are made for the 'internet' and from that point of view, Sakura has done a good job. Ad Nut can also see how the video could appeal to couples and women in particular and commends the film's use of a classic Chinese song for added humour.

It's just that this squirrel can't help but sniff out a brand that is trying so hard to use an elaborate set of vignettes and narrative devices to forcibly ram a brand message down Ad Nut's throat. On top of that, Ad Nut would have preferred that it be done in 90 seconds rather than in a three-and-a-half minute 'online film'.  

Here's some press-release quotes: 

George Shi, general manager of J. Walter Thompson Shanghai:

Sakura has a unique lifetime free-service guarantee to consumers. That permanent commitment is at the core of the brand idea, and the cornerstone of the brand’s long-term relationship with consumers.

Linus Chang, marketing director of Sakura China:

We really like the idea that Sakura promises ‘An everlasting great performance every time as if it were brand new. It showed that we make our service as the priority of our brand and we want to keep building on the promise made to consumers.

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