What else can the nine Chinese New Year TVCs talk about besides reunion?

One of the difficulties for brands to launch TVCs is that there are too many advertisements of the same type during festival marketing. Let's take a look at the top ten TVCs for the Spring Festival of 2024 listed in this article to see what other themes the Spring Festival can talk about besides reunion.

What do Chinese New Year TVCs usually talk about? Reunion, reunion, and reunion.

During marketing campaigns, too many advertisements of the same type are one of the difficulties that brands face when launching TVCs. When the public is faced with an overwhelming amount of TVCs, it is inevitable that they will develop a resistance due to the homogeneity of the content.

Therefore, perhaps the only way for brands to avoid the universal expression of the theme of "reunion" is to prevent the New Year's TVC from escaping the embarrassment of "let's make dumplings and smash them together."

Today, TOP has counted down the top ten New Year TVCs of 2024 to see what other themes the Spring Festival can talk about besides family reunion.

1. Apple - Focus on the resonance of Generation Z

When you are not satisfied with yourself, will you choose to continue to be yourself or become someone else?

Apple's short film is still the product of the "Shot on iPhone" Lunar New Year event, but unlike "Comeback" and "Passing Five Levels" in the previous two years, this year Apple tells a more delicate story from the perspective of a little girl.

The short film was directed by Hollywood director Marc Webb and starred by national actor Fan Wei. The protagonist of this powerful combination is a little girl with a "bulky nose".

There are always certain moments in life when we particularly desire recognition from others, such as Xiaowei's desire to be liked by new classmates in her childhood, and her desire to be accepted by society when she first arrived in Shanghai from a small town.

So, like the protagonist of the Korean movie "The Beauty Inside", she changes her appearance according to her needs. But escaping from herself also makes her lose herself. Even her grandfather's advice is no longer effective. Only she can save herself.

Appearance anxiety, social media anxiety, and job hunting difficulties are all common anxieties among Generation Z in recent years. Apple launched "Little Garlic" based on this insight. In addition to showing the imaging strength of iPhone 15 Pro Max, it also aims to communicate with Generation Z consumers through emotional resonance .

2. BMW - "Scientific Verification" of Chinese Metaphysics

Here’s some hot news: the upcoming Lunar New Year is the Year of the Dragon. Here’s some cold news: BMW, founded in 1916, is in its “birth year” this year.

Coinciding with its zodiac year, BMW has carefully launched the micro-film "Jupiter Project", attempting to interpret metaphysics with science.

In the early days of the short film, the copywriting that imitated the movie "The Wandering Earth" and the pseudo-documentary-style shaking and character interviews similar to "Space Exploration Editorial Department" almost made TOP Jun comment that "form is more important than content."

It was not until the BMW XM appeared that the story got back on track. In a state of absurdity and dry humor, researchers conducted rigorous and serious scientific experiments again and again until the "Jupiter Project" was finally finalized as the "Law of Red Luck".

Geng Shigong, Zhang Chaoyang, Yi Liqing and others also appeared in the film in a united, tense, serious and lively state. They seemed to be talking nonsense in a serious manner, but they were really trying to make the audience believe that red can change the fate of the earth.

As a result, the BMW building, BMW new models, BMW executives' outfits and even BMW employee cafeterias are all filled with festive red. The wonderful combination of traditional folk customs and science fiction once again reflects BMW's pioneering attitude during this Spring Festival . Who says metaphysics can't be scientific?

3. Taobao: A Small Innovation in Reunion Narrative

On Taobao, every item purchased by a user is called a baby.

This time, Taobao launched the advertising film "Baby Received" at the beginning of the Spring Festival travel rush, calling every person working outside a "baby returning home."

Taobao's "Baby Received" is accompanied by the classic BGM of the Korean drama "Reply 1988", and Taobao expresses greetings to those returning home.

People receive many gifts in a year. But when the Spring Festival travel season begins, the one that every household looks forward to the most is you. Your family members look forward to your return home, just like people look forward to receiving packages every day.

Taobao uses the metaphor of wanderers and commodities to arouse emotional resonance among users and provide a touch of warmth during the busy Spring Festival travel rush - people are not only looking forward to New Year's goods, but also the person they miss most in their hearts.

It is worth noting that the logistics update prompt that pops up above this short video is also updated in real time with the progress of the "babies", conveying the powerful service of Taobao as an e-commerce platform.

Perhaps this short film still has the underlying theme of "reunion", but the different ways of telling the story make it closer to the hearts of the younger generation . In the overwhelming New Year advertisements, innovation can also bring a different color to the traditional narrative.

4. JD Supermarket - You can buy table dishes at any time

Another company that also uses the reunion narrative to deliver platform services is JD Supermarket, which focuses on local life services.

Eating New Year's Eve dinner on New Year's Eve is a necessary ritual for every family during the Spring Festival. In this large-scale dinner held once a year, the dish that serves the best food has an unparalleled status. JD Supermarket used "Lao Wang's dish that serves the best food" to illustrate the convenience of its service.

For the New Year's Eve dinner, young people always bring their spouses to meet their parents, but sometimes, it is the parents themselves who are nervous. For example, Mr. and Mrs. Wang, who wanted to prepare a sumptuous New Year's Eve dinner for their son and future daughter-in-law, chose king crabs.

Under the "tricking" of the vegetable vendor, Lao Wang decided to buy one in advance and raise it himself in order to avoid the high prices on New Year's Eve. However, he did not expect that after all the trouble, his "pet" king crab still did not survive New Year's Eve.

JD Supermarket makes its debut at this time - on New Year's Eve, you can also buy fresh king crabs at no premium, finally making Mr. Wang's table dish come true.

Under the slightly humorous expression of life, the platform uses the concept of "table top dish" to convey the platform's instant service. It is also a reunion, but it can also attract users in ways other than warmth.

5. Youku - Cultural Imagery of the Dragon Year Logo

Of course, the New Year's blockbuster cannot be without the repeated emphasis on the dragon element.

Youku launched its main logo for the Year of the Dragon with the theme slogan "Come to Youku in the Year of the Dragon and have a good start in your luck" and also cleverly incorporated the Year of the Dragon logo into the creative short film "A Good Show".

With the appearance of many classic IPs such as Youku's opening drama of the year "Detective Dee's Cases in the Tang Dynasty" and "Cang Yuan Tu", "The Story of Minglan", "Round Table", etc., Youku's dragon year theme logo appeared on the screen without any sense of incongruity.

A closer look at Youku's main logo reveals that it takes "YOUKU+龙+2024" as its creative inspiration, and through clever combination, it forms a pattern shaped like the Chinese character "龍", integrating the brand's memory points into traditional cultural imagery .

The more important point reflected by Youku's Dragon Year logo is the list of popular movies that will be shown during the Spring Festival. They represent a new chapter of Youku's content at the beginning of the new year , and also show Youku's confidence in making good content in the new year.

6. Amap - Anthropomorphic Chinese Roads

The Spring Festival travel rush is a battle that Chinese people have to go through every Spring Festival. In addition to public transportation such as airplanes and high-speed trains, many people choose to drive home by themselves.

As a map app, Amap launched the "2024 Warm Homeward Journey" service plan during the 2024 Spring Festival, and simultaneously launched the short film "China Road", making the journey home no longer long and boring.

Drivers on Amap's "China Road" don't need to be afraid of the ramps on the Puxi viaduct, because lane-level guidance keeps you on the right track; Guiyang's National Highway 321 invites fellow motorcyclists to turn on their motorcycle navigation to avoid problematic sections in advance...

In the film, the drivers of each province and city introduce themselves in the local dialect, explaining their determination to "escort" every person returning home.

This road's protection for people travelling during the Spring Festival is exactly the guarantee that Amap provides for its users' travel.

Amap "2024 Warm Road Home"

Gaode communicates with users by personifying the Chinese Road, which not only emphasizes the platform service, but also uses the macro concept of "Chinese Road" to arouse widespread resonance among the Chinese people .

7. China Jinjiu: The warmth of New Year's Eve dinner in a foreign land

After talking about the scenes and feelings of most people going home for the New Year, we should also care about the workers who are still working outside and cannot go home for the New Year.

China Jinjiu teamed up with comedian Da Pan to launch the Lunar New Year micro-film "Face to Face", presenting a New Year's Eve dinner without going home.

On New Year's Eve, Brother Yang, who was making noodles for his regular customer Lao Li, still failed to get a ticket to go home. However, he was supposed to be worried about going home when his attention was suddenly attracted by a familiar figure of a courier.

Yang followed the courier all the way but found that the person was not the one he was looking for. However, as expected, the courier brought the person Yang was looking for to the New Year's Eve dinner of the strangers - the benefactor he met a year ago.

When Brother Yang was at the end of his rope, a stranger gave him hope for life with a glass of strong wine and a fishing rod. During this Spring Festival, Brother Yang used his own store to prepare New Year's Eve dinner for several strangers.

Here, "vigorous" has become a kind of inheritance. In the micro-film of Jinjiu, there is no perfection of family reunion on New Year's Eve dinner, but there is warmth brought by the true nature of human nature , which can be said to be one of the best answers to New Year's Eve dinner.

8. Mercedes-Benz - Sincere Wishes with Puns

There are always some "goals" in life that accompany us through another year. Family, career, health... these "goals" make us stop and keep moving forward.

Mercedes-Benz borrowed the word "Ben" from its name in the Year of the Dragon, wishing everyone to always have expectations in their hearts and a bright future in life.

Year after year, people never seem to stop. What are they running for?

The romance of a starry sky, the warmth of spring, the anticipation of brightly lit houses… these are the destinations that people rush to year after year without stopping.

What people are striving for is not only various specific intentions, but also the expectation of "better year by year".

In Mercedes-Benz's New Year short film, "Mercedes-Benz" is not only its brand name, but also a microcosm of a life attitude , meaning the spirit of continuous forward movement and telling beautiful moments of life.

Mercedes-Benz also used this short film to wish people great success in the new year, using the same pun to send sincere blessings.

9. Walmart - Magical segmentation to sell products

After watching various heartwarming narratives that resonate with consumers, you can adjust your taste with some magical multi-segment advertisements.

Walmart launched the TVC "Walmart's New Year Products, Unexpectedly New", which attracted a lot of people's attention.

In the freezer, the hotpot gang leader is torturing a snail noodle spy who wants to "turn to the light", but he doesn't know that the owner outside the refrigerator has combined them into one and is preparing to eat snail noodle hotpot;

A weak scholar met a delicate woman on the road. He only advised her to drink hot water, which made the woman unhappy. However, she didn't realize that she already had a 45-degree thermos cup with her.

A man in the restaurant started to show off his zhuangbility and ordered a large hot pot of abalone, sea cucumber, shark's fin and belly. His endless pretense eventually caused dissatisfaction among the "waiters". But it doesn't matter, because with Walmart, you can enjoy delicacies at home...

Walmart’s New Year advertisement is simple and crude, with the only theme being “selling goods” , but it is also a breath of fresh air among all the literary texts and heartwarming stories.

Author: TOP Jun WeChat public account: TopMarketing