China’s state television broadcaster CCTV has launched a public service announcement to encourage Chinese citizens to be better behaved abroad.
A TV ad depicts Chinese tourists as pandas on holiday in Australia, where they litter, sleep on park benches, urinate on public property and spray graffiti on trees.
The ad finishes with the line, ‘Be a good panda, be a good tourist.’
The agency behind the ad was DDB.
Update: Mumbrella has been informed by the agency that the PSA has been discontinued by CCTV, although the reason why was unclear at press time.
Update 15 October: DDB claims the above PSA is a director’s cut of the film and did not run on national television in China. A shorter version of the film did, however, run. In a press release, DDB describes the film as a “philanthropic piece” to remind Chinese people, “Do not forget the whole world is watching us.”
The film ran on the CCTV network, including channels CCTV-1, CCTV-7, CCTV-8, CCTV-9 and CCTV-10.
The version of the ad that DDB claims ran on national TV – minus the scene where the panda urinates in public – can be viewed here.