BBDO Beijing goes for emotional pull in latest Chinese New Year push for Dove chocolate
BBDO Beijing has created a film to tug on the heart strings in a campaign for Mars’ chocolate brand Dove which sees a career-driven daughter return to her mother’s side for Chinese New Year.
The five-minute film, which features Chinese actress Guan Xiao Tong, is the latest outing for the “Dove girl” who has been rolled out by the brand for two decades.
In the ad, a mother and daughter are seen sharing CNY through the years – with Dove chocolate never far away – until the daughter rebels and leaves home. She returns years later to find all the calligraphy they created to celebrate new year stored in a empty box of Dove.
BBDO said it wanted to link the brand to family love and Chinese New Year rituals.
Credits:
Agency: BBDO Beijing
Chief creative officer-Beijing: Arthur Tsang
Executive creative director: Howard Mok
Group creative director: Gin Tee
Copywriters: Arthur Tsang, Bi Rui Zhang, Ray Xu
Art directors: Howard Mok, Gin Tee, Kevin Ni, Roy Yang
Managing director: Yeat Mung Koo
Executive director: Joshua Teong
Senior planner: Jasmine Lai
Account management team: Jamie Wang, Sophie Hou
Executive producer: Max Lee
Moviola production Co.:
Director: David Tsui
Producer: Christine IP
Client: Dove Chocolate China
Vice president marketing of Mars China: Thomas Delabriere
Marketing director: Jelina Wan
Marketing director: Bobo Chen
Marketing manager: Lu Fu
“Career-driven” is used very loosely here….
At different stages in life, the daughter is self-absorbed, emotional or just under-achieving.
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