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.


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


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