Ad Nut
Jan 9, 2020

Online short-video platform touches Chinese hearts with a long TV ad

Kuaishou made an impression with the longest ad ever played following the CCTV news.

Kuaishou, a China-based platform used to share short videos, recently made an impression on Chinese people with what is reportedly the longest ad ever to air in a prime spot between the CCTV's main newscast and its weather forecast.

With a tagline that translates to 'Show your love to lovely China on Kuaishou', the film shows a series of slice-of-life stories—a boy persevering through a painful gymnastics practice, a rural man who finds a special way to mark his wife's birthday, a folk-music band taking a chance on a new style, a father chasing after his daughter's bus as she leaves home year after year. Full-screen shots are interspersed with vertical-video snippets showing how these events and others look when viewed through the Kuaishou app. It all adds up to a moving and effective celebration of the spirit of the Chinese people.

This post is filed under...
2020 Chinese New Year advertising and marketing
We collect brand efforts to mark the arrival of the Year of the Rat.

The creative company is SGAD+ and the director is Dapeng Zhang, who also made the memorable 'What is Peppa Pig' for China Mobile a year ago.

The video above is an online version, which has slightly different narration than the TV version. A 45-second version will also be broadcast during the Spring Festival Gala. 

Ad Nut is grateful to Campaign China editor Cindy Gu for her patient explanations of many aspects of this campaign. Ad Nut needs to learn Mandarin.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

2 days ago

Asia-Pacific Power List 2022: Yves Briantais, ...

The 15-year company veteran is keen to keep his brand’s messaging fresh, drive premiumisation, and surge ahead with digital transformation.

2 days ago

Campaign Crash Course: Marketing to under-18s in gaming

Will Anstee, CEO of TotallyAwesome, provides a five-minute lesson on how to keep the gaming environment safe for under-18s, as well as marketing to them with thoughtful experiences.

2 days ago

Brandalism hijacks billboards to criticise airline ...

The activist group hacked ad space across Europe, to attack the aviation industry for a lack of meaningful action to reduce its carbon footprint, and call for a tobacco-style advertising ban.