BBDO Beijing Ushers in the Chinese New Year With Dove

BBDO Beijing has helped Dove launch their new Chinese New Year Campaign, which showcases a touching reunion story between a daughter and her mother and uses Dove to express her love.

Insight shows that Chinese people often struggle to show their affections and emotions, especially to their parents. Nowadays, with more and more young people moving away from home after school, this emotional disconnect is even more apparent during Chinese New Year, a rare time when they reunite.

In this ad, Chinese New Year is reflected as a time when the mother and daughter bond over Dove (“De Fu”) chocolate, which then becomes part of their annual ritual, as well as their well-wishing of ‘Nian Nian De Fu’.*

The main role is played by the celebrity Guan Xiao Tong - “The Nation’s daughter” – and directed by David Tsui, who is known for his emotional story-telling.

The video has earned over 27 million views in just over one week, and generated lots of positive reactions online.

BBDO Beijing ECD Howard Mok says, “We have created the “Dove Girl” for more than 2 decades; she has always been an independent, witty and charming girl. However, this year, she misses home. We changed the Dove girl’s image to make it a reflection of everyone; she connected the family and the ritual of Chinese New Year. Through the Dove chocolate box, which contained all of the “Fu” calligraphy over the years, it not only deeply connected the brand and ‘Nian nian De Fu’, but also created a unique symbol of blessing Chinese New Year with chocolate.”    

“This year, we wanted to tell the story of everyone; the importance of family love and how it lingers no matter how distant we become as life carries us away from our parents. Being headstrong, feisty and independent is one thing, but what is it as young people that we are really rebelling against? Our goal was simply to touch upon this nerve and remind our audience, there’s always someone that loves you back home.” BBDO Beijing CCO Arthur Tsang added.

Thomas Delabriere, the Vice President Marketing of Mars China, “This Chinese New Year, Dove wants to be the most talked about campaign for a spot that really touches people’s hearts.”