Ad Nut
Jan 13, 2020

Watch Apple's CNY film starring Zhou Xun

The eight-minute holiday film touches on similar themes to last year's effort, but is even more more satisfying.

Apple has released its Chinese New Year film for 2020, which looks like a big-budget production even though it was of course shot on an iPhone. Titled 'Daughter', it stars household-name actress Zhou Xun and was directed by Theodore Melfi, who got an Oscar nomination for the excellent Hidden Figures.

Last year, Apple gave us a Chinese New Year film about a bucket of eggs. And while a container of lovingly prepared food also plays a pivotal role in this year's film, the 2020 effort is even more satisfying.

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.

Ad Nut believes this film improves upon last year's (which Ad Nut liked fine, mind you) because it more directly confronts changing societal expectations, which adds tension that impels it toward its conclusion.

(Spoilers ahead.)

The film has a happy, three-generation reunion at its end, which is of course predictable, but it comes about in an interesting way. At the end, the filmmakers have employed the sudden-snowfall trope from It's a Wonderful Life. Because this film is a good one, that comes across as a fitting touch, unlike in certain unforgivable messes that Ad Nut could mention.

As good as 'Daughter' is, it hasn't quite managed to edge out Nike's 2020 CNY ad in Ad Nut's book. How about you?

Apple has also put out a behind-the-scenes film, which goes into detail about how the iPhone 11 Pro's features lend themselves to creating a high-quality movie, and both the director and the cinematographer, Lawrence Sher, appeared at an Apple Store in Shanghai Saturday to discuss the filming process. 

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'.

 

Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

Tim Hortons fuels the 'Canadian Dream' in new campaign

Kiefer Sutherland Asks, “How Come We Never Talk About the Canadian Dream?”

6 hours ago

Why has GroupM lost its way for so long? The buck ...

The visceral response to the latest restructuring has been a lament for the way the holding company has moved too slowly and downgraded its agency brands over many years.

8 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

9 hours ago

Droga5's Tara Ford on big work, bold moves, and why ...

The award-winning chief creative officer discusses leaving ANZ at its peak, joining Accenture Song UK, and what's next for creativity ahead of Cannes.