Ad Nut
Jan 28, 2022

The ride of the tiger: Feast your eyes on BMW's delightfully goofy new-year ad

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

BMW calls its Year of the Tiger campaign, created by TBWA's Bolt, 'Nothing but sheer joy'.

Yup, nailed it.

Where some brands try to make us cry with sweeping epics (see "Apple debuts 2022 Chinese New Year film (clear some time on your schedule)"), BMW has done the opposite, with nothing but 90 seconds of vibrant, branding-heavy eye candy.

Ad Nut is not one to giggle, but dear reader, Ad Nut giggled more than once. 

BMW’s Chinese name is 'Bao Ma', which means 'Precious Horse'. The campaign plays with this, as well as the word for tiger, 'Hu', as it wishes the world a prosperous new year.

The ad is playing in cinemas and across social media including Weibo, Douyin and Bilibili, as well as BMW’s own channels. The campaign also includes posters, physical collectibles, and a user-generated-content component.

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

49 minutes ago

If purpose is our only purpose, Cannes Lions has no ...

Brand purpose campaigns will again sweep the Cannes Lions this year, and when they win, we all lose.

1 hour ago

Dept enters India by acquiring Tekno Point

Campaign catches up with Dept's Dimi Albers and Vishnu Mohan, along with Himanshu Mody from Tekno Point, to learn more about the acquisition

1 hour ago

Sony entices new players with global #LiveFromPS5 ...

Sony mimics a breaking-news channel to showcase some of its better-known PS5 games, including by apparently smashing a giant axe into the concrete of London's Southbank.

7 hours ago

Copycat accusations fly: Cathay Pacific calls out ...

Is imitation really the best form of flattery?