Adam Lau, account manager of Leo Burnett Singapore, said: "Instead of the cliched Chinese New Year ad that focuses only on the celebration, we opted to take a wry look at how non-Asians experience Chinese New Year."
To whit: a rapper tries to drop his clothes off at the local Chinese laundry in mid-town New York, which is closed. A Paris investment banker tries to put a call through to an empty trading floor at the Hang Seng stock exchange. Viewers finally see that those in question are home - celebrating with friends, family and Tiger Beer.
Said Lau, "This reinforces and celebrate what it means to be Asian during the festive Chinese New Year season. The humour is also in line with the tonality of the brand."
