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For many, Chinese New Year 2021 will be very different from any other that has come before. But will brands be taking a different turn too? As marketers tread into new territory with their ads this year, you can keep up to date with the best Chinese New Year creative right here.

This time last year, Coronavirus had already begun to affect the way people in China had to behave – and it was starting to show signs that it was going to be a global problem that stretched beyond Asia.

In spite of this, 2021 will be the first year that Chinese New Year looks very different for the many Asian families who celebrate. As a result, some of the more traditional advertising tropes, such as people travelling far and wide to be with their families, have been left behind in 2020.

Yet storytelling is still high on the agenda for many brands. And in lieu of the tried and tested themes, the campaigns have turned out more creative than ever.

Apple’s ad depicts a fantastical monster, Burberry urges for positivity, while Coca-Cola celebrates the joy in everyday activities. Adidas combines online and offline with some heady special effects, Beats By Dre uses illustration, and Singtel goes straight for the funny bone.

Scroll down to see what brands have come up with already and click on the images to watch the ads in full.

Grab: Huatever You Want, Grab Got by Fishermen Integrated 

 

Grab has once again collaborated with Fishermen Integrated this Chinese New Year. As part of the 'Huatever You Want, Grab Got' it released a 3-minute video, 'The Art of Tai Chi'. A kung fu hustle-inspired film, it tells the story of 'Little Bro' who is often the victim of his family's 'tai chi attacks' when it comes to Chinese New Year chores. 

: 'Huatever You Want, Grab Got '

Agency:
Client:
Date: February 2021

Grab has once again collaborated with Fishermen Integrated this Chinese New Year. As part of the 'Huatever You Want, Grab Got' it released a 3-minute video, 'The Art of Tai Chi'. A kung fu hustle-inspired film, it tells the story of 'Little Bro' who is often the victim of his family's 'tai chi attacks' when it comes to Chinese New Year chores. 

Credits:
 
Tags: China
 
 
 
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H&M: Connect All Differences by Forsman & Bodenfors 

 

This Chinese New Year, H&M is 'Connecting All Differences' acknowledging that this years celebrations will be different, as the world is different. 

It considers the global challenges we have faced over the last year, from the pandemic to racial divides, suggesting this is a time to come together.

: 'Connect All Differences'

Agency:
Client:
Date: February 2021

This Chinese New Year, H&M is 'Connecting All Differences' acknowledging that this years celebrations will be different, as the world is different. 

It considers the global challenges we have faced over the last year, from the pandemic to racial divides, suggesting this is a time to come together.

Credits:
 
Tags: China
 
 
 
 
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Liverpool FC: Happy Lunar New Year 

 

Liverpool Football Club has wished a happy Lunar New Year to all of its supporters celebrating around the world.

Narrated by its manager, Jürgen Klopp the animation reflects on the highs and lows of the previous 12 months, during which Liverpool FC brought joy to fans by lifting the Premier League title.

: 'Happy Lunar New Year '

Agency:
Client:
Date: February 2021
 
Credits:
 

Liverpool Football Club has wished a happy Lunar New Year to all of its supporters celebrating around the world.

Narrated by its manager, Jürgen Klopp the animation reflects on the highs and lows of the previous 12 months, during which Liverpool FC brought joy to fans by lifting the Premier League title.

Tags: UK
 
 
 
 
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Adidas: Year of the Ox

Adidas has launched a high energy, celebrity-packed Chinese New Year campaign for its Originals brand that focuses on a limited edition coin that users can redeem on or offline.

The campaign kicks off with a TV ad that uses special effects to tell stories of its celebrity stars traversing Chinese New Year in the city. The colourful ad features Jackson Yee, Eason Chan, Liu Yi Fei, Zhang Jun Ning and Wang Sheng Di.

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Apple: Nian by TBWA Media Arts Lab

Apple’s consistent strategy of telling a well-crafted story that’s filmed using its latest mobile phone prevails, but for 2021 the brand has used a fantastical tale of a girl and a monster.

The brand has also enlisted award-winning filmmaker Lulu Wang, who directed the film remotely from LA, with a film crew on the ground in China. 

: 'Nian by Apple'

Agency:
Client:
Date: February 2021
“Nian” confronts the fear of the unknown head-on, in a fresh interpretation of a well-loved Chinese New Year folklore, all shot cinematically through the lens of the iPhone 12 Pro Max.  
Directed by award-winning director, Lulu Wang (The Farewell), “Nian” tells a story of a brave young girl’s determination to find and face the widely-feared Nian beast. When she comes face to face with him, she discovers that Nian is not at all terrifying and the two strike up a beautiful friendship based on acceptance. 
 
Credits:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Agency: TBWA\Media Arts Lab Shanghai 
Production Company: Iconoclast 
Director: Lulu Wang 
Music: Original score by Alex Weston
 
Tags: China
 
 
 
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Coca-Cola: Confessions by McCann Worldgroup Shanghai

Coca-Cola has launched its Chinese New Year campaign, ‘Confessions.’ Based on some real-life stories, the ad explores the meaning of Chinese New Year in a world that changed with the pandemic.

The campaign, conceptualised by Mccann Worldgroup Shanghai, is a pastiche of three independent stories about young citizens living in China.

: 'Coca-Cola CNY Confessions'

Agency:
Client:
Date: February 2021
Coca-Cola has launched its Chinese New Year campaign, ‘CNY Confessions’, based on some real-life stories exploring the meaning of Chinese New Year, in a world that changed with the pandemic.
The campaign, conceptualised by Mccann Worldgroup Shanghai, is a pastiche of three independent stories of three young citizens living in China.
Meiling is a young teenage girl who lives in a bustling home filled with family and visiting relatives and craves for privacy. Xiaoming Wang is another young boy who is always being asked to run around to run errands and get stuff for the family – he is not happy since he prefers to play video games. The third story is of Little Piggy, the young boy who lives in the city and dreads the bumpy bus ride that he must take to meet his grandmother who lives in a distant village. He is all she has and she yearns for his visits.
Credits:
 
 
 
 
 
 
 
 
 
 
 
 
 
Client: Coca-Cola
 
Agency: McCann Worldgroup
 
Coca-Cola Asia Pacific Account Head: Cia Hatzi
 
Executive Creative Director: Manjit Norashikin
 
Creative: Daniel Wu, Ivan Liu, Veronica Jin
 
Account Management: Pek Lai, Zane Goh, Summer Kong
 
Creative Planning: Roshni Hegerman, Linxi Ye, Gregory Williams
 
Agency Producer: Berry Tan
 
Social Film Director: Adam Liu
 
Production Houses: Animal Factory Social Film
 
Clay Dolls: Digital Domain
Tags: China
 
 
 
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Beats by Dre: Beats by Dre CNY 2021 by Mother

Beats by Dre has launched a visual campaign that uses Chinese illustration to tell four stories around the insight that the year of the Rat shifted people’s perspective away from monetary value.

As the year moves into the Ox, Beats by Dre, and its agency Mother, wanted to tell stories that show how people may be prioritising their experiences in new ways, all while promoting its Beats Flex product.

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Singtel: My Grandmother's House

: 'Singtel 'My Grandmother's House''

Agency:
Client:
Date: February 2021
Singtel has reprised its comedic take on family life in a story about how a competitive family saves Chinese New Year by using 5G technology.
The characters from 2020’s ‘His Grandfather’s Road’ return and are as kiasu as ever, racing to get to grandmother’s house first in order to be within the eight-person limit (a nod to Singapore’s safe distancing rules).
The story focuses on the grandma being reminded of a school friend she sorely misses by watching a concert she went to with her childhood friend. The memory turns a jovial gathering into a sad one until the children of the competing families come together with a plan to find her, using the internet.
Credits:
 
 
 
 
 
 
 
 
 
 
 
 
In-house
Tags: Singapore
 
 
 
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Singtel has reprised its comedic take on family life in a story about how a competitive family saves Chinese New Year by using 5G technology.

The characters from 2020’s ‘His Grandfather’s Road’ return and are as kiasu as ever, racing to get to grandmother’s house first in order to be within the eight-person limit (a nod to Singapore’s safe distancing rules).

Burberry: No Sweetness Without Bitterness by BBH China

: 'Burberry 'no sweetness without bitterness''

Agency:
Client:
Date: February 2021
The arrival of spring every year signals that Chinese New Year is once again upon us, but with lockdowns across much fo the world, celebrations this year are likely to be muted. Fittingly, then, Burberry’s new ad for 2021 makes subtly nods at how much Covid-19 has changed the way people celebrate the most important occasion in the Chinese calendar.
Millions of people travel within China for New Year, also known as the Spring Festival, in February, but with China is currently battling its worst outbreak of Covid-19 since last summer (recording over 1,000 new cases so far this month) the country’s largest national holiday is under threat from Covid-19 for the second year running.
Officials have locked down four cities that house roughly 22 million people and carried out mass testing to keep the disease at bay, while local governments are urging residents to stay at home this year instead.
Created by BBH China and starring Burberry ambassadors, Zhou Dongyu and Song Weilong, the six-minute spot opens with a young girl wondering how spring looks like outside. As the young girl grows up and goes through life, she realises in ‘there is no sweetness without bitterness‘.
Credits:
 
 
 
 
 
 
 
 
 
 
 
 
Agency: BBH
Director: Derek Tsang
Tags: China
 
 
 
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The arrival of spring every year signals that Chinese New Year is once again upon us, but with lockdowns across much of the world, celebrations this year are likely to be muted.

Fittingly, Burberry’s ad for 2021 makes subtle nods to how much Covid-19 has changed the way people celebrate the most important occasion in the Chinese calendar.

Created by BBH China and starring Burberry ambassadors, Zhou Dongyu and Song Weilong, the six-minute spot opens with a young girl wondering how spring looks like outside. As the young girl grows up and goes through life, she realises there is no sweetness without bitterness.

KFC Singapore: Surprise Zodiac by TSLA

: 'KFC zodiac'

Agency:
Client:
Date: February 2021
A new film by KFC retells those crucial, final moments of the zodiac race with a surprising twist: it’s not the rat, or the ox that wins it, but KFC’s new Goldspice chicken that lights up the sky in a golden bolt to past the finish line and into a bucket of mouthwatering KFC.
“We all grew up knowing the story of the zodiac race, so this new year, we thought it was time to change the ending and crown a new winner!” said Juliana Lim, Senior Director, Marketing at KFC Singapore.
The film is narrated by a hungry, distracted father who is just raring to tuck into his bucket of KFC Goldspice, as his son listens on intently - an ode to the many familial interactions we’ll enjoy this Lunar New Year.
Credits:
 
 
 
Agency: TSLA
Tags: Singapore, chinese new year
 
 
 
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A new film by KFC retells those crucial, final moments of the zodiac race with a surprising twist: it’s not the rat, or the ox that wins it, but KFC’s new Goldspice chicken that lights up the sky in a golden bolt to pass the finish line and into a bucket of KFC.

The film is narrated by a hungry, distracted father who is just raring to tuck into his bucket of KFC Goldspice, as his son listens on intently - an ode to the many familial interactions during Lunar New Year.