Wellcome rolls out Chinese New Year ad campaign

The campaign, by McCann Erickson Guangming Hong Kong, is seen through the eyes of a five-year-old daughter, with family and friend get-togethers as the main focus rather than gift giving.

“Our last year’s ‘Saving every dollar and every cent’ Wellcome ad campaign was very successful, and was timed with the start of the economic downturn,” said Danny Chan, creative director of McCann Erickson Guangming Hong Kong. “But if we repeat the same creative this year with the already sluggish economy, it would like adding salt to the wound.”

“CNY greetings may be cliché, but it’s still very common for people to visit each other,” continued Chan. “We want the TVC to show that from the little girl’s perspective, it’s the thought behind the gifts and the amiable get together with your family and friends during the festive holiday that counts. However good or bad the economy is, focusing on the shopping and low discounts at the supermarkets seems too materialistic and is not so sophisticated for the brand”

Wellcome’s ‘Father and daughter’ campaign won the broadcast Kam Fan Awards last year.

Watch the ad