Nian Burger for Chinese New Year, Anybody?
Burgers and fries for good old Chinese New Year? In China? Give us a break, Mac. The ‘Nian’ figure in the TVC, it’s ugly but it’s not adorable. So it’s not cute. If the purpose of the TVC is to provoke like Mac China claims, then it’s been acheived. But one thing’s for sure: No Nian Burgers for me this CNY – in Singapore, China, or otherwise. I insist Bak-Kwa anytime.
– KL
Here’s a repost of the article from Campaign Brief Asia:
TBWA\Shanghai and McDonald’s China have launched a new Chinese New Year (CNY) campaign featuring the mythical figure, ‘Nian’.
The campaign aims to reignite interest in the traditions of CNY, engaging a multi-generation audience in a new way about the well-respected historical traditions of the most important Chinese holiday.
VIEW THE CHICKEN BOX TVC
VIEW THE MUSHROOM BURGER TVC
VIEW THE PROSPERITY SNACKING COMBO TVC 1
VIEW THE PROSPERITY SNACKING COMBO TVC 2
As tradition goes, the ‘Nian’ figure is repelled with fireworks and food offerings to satisfy his cravings. In this new campaign, the legendary ‘Nian’ returns for the McDonald’s CNY menu.The campaign’s hero is a modern day ‘Nian’ – a fun character with widespread appeal – and only McDonald’s seasonal CNY menu can satisfy its cravings. McDonald’s customers are reluctant to give up their meals, so the stage is set in this impactful, lighthearted, fun campaign, which is already sparking debate in China. The campaign features a series of four TV commercials, which will air over the coming weeks, where the Nian tries to get its hands on McDonald’s customer’s food.
