Lunar New Year: The Great Chase | Nike
Published/Aired: January 2020
Posted: January 12, 2020
The advertisement titled Lunar New Year: The Great Chase was produced by Nike to celebrate this years Chinese New Year. The advertisement shows an ongoing exchange between an aunt and her niece with the aunt trying to gift her niece with a red envelope. We see the niece running from the aunt in her Nike trainers in a year to year battle that can end with only one winner.
“Every Lunar New Year, Chinese people all over the world engage in a time honoured tradition where money is gifted in little red envelopes known as 红包. While this tradition is practiced with many variations, generally family elders gift these red pockets to the young, who return the favour once they are grown and married. Thus the cycle of good fortune is received and returned in kind. As a show of respect, it is proper etiquette to kindly decline these gifts when presented, though also to eventually accept in politeness as a sign of respect.”
Lunar New Year: The Great Chase | Nike – YouTube
Originality: ★★★★☆
‘An original ad comprised elements that are rare, surprising for move away from the obvious and the commonplace’
(Reinartz & Saffert 2013, para. 5)
This advertisement shows a high level of originality. Whilst the act of exchanging red envelopes is not an original one, the manor in which the aunt and niece participate in a battle of such over the years draws the viewer in, and takes them on a journey through the years. This out of the ordinary and unique idea brings together both the celebration of Chinese New Year, while also promoting Nike trainers.
Flexibility: ★★★★
‘An ad’s ability to link a product to a wide range of different uses and ideas’
(Reinartz & Saffert 2013, para. 8)
This advertisement also shows a high level of flexibility. As mentioned in the previous section, by combining the ideas of Chinese New Year and subtly showcasing their own products, Nike is able to create an engaging advertisement that draws in its viewers and creates a memorable advertisement.
Elaboration: ★★★★
‘Many ads are creative because they contain unexpected details or extend basic ideas so they become more intricate and complicated’
(Reinartz & Saffert 2013, para. 11)
This advertisement does well when it comes to elaboration by taking a simple idea of exchanging a red envelope on Chinese New Year and creating an ongoing battle of exchanges that is drawn out over a number of years. In particular the backgrounds in the scenes of the advertisement, not only shows the scenic views of China, but also gives the viewer an insight into the celebrations associated with Chinese New Year.
Synthesis – ★★★★
‘The ad’s ability to blend normally unrelated objects or ideas to create an interesting effect’
(Reinartz & Saffert 2013, para. 14)
As mentioned in the prior section, this advertisement does a great job of incorporating the everyday scenes of China into the advertisement which gives the viewer an insight not only into the celebration of Chinese New Year itself, but the life of in this case, a Chinese girl growing up.
Artistic Value – ★★★★★
‘Aesthetically appealing verbal, visual or sound elements’
(Reinartz & Saffert 2013, para. 16)
The artistic value in this advertisement is exceptional. The constant theme of red which is portrayed in nearly every theme matches the core message of the advertisement in the exchanging of the red envelope. Even the trainers that we see the girl running away in are red. Outstanding attention to detail in every aspect from the traditional music playing in the background, to the background shots of the Chinese New Year parades and celebration.
Reference List:
Ads of the World, 2020. Nike Chinese New Year 2020, Red envelope, Ads of the World, [Accessed 2 November 2020] <https://www.adsoftheworld.com/media/film/nike_chinese_new_year_2020_red_envelope>.
Nike (2020). Lunar New Year: The Great Chase | Nike. Available at: https://youtu.be/Fu8T-7Ct6Oc [Accessed 2 November 2020]
Reinartz, W & Saffert, P 2013, ‘How to Assess an Ad’s Creativity’, Harvard Business Review, 21 May, retrieved Nov 2 2020.
Shufflin' Along 
Brilliant!
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