The ad is believed to be the Government's first ever branding campaign.
The 30-second commercial debuted on CNN earlier this week. It is currently running on the news network in Asia, and it is believed that the ad is set to be screened in other markets, including North America.
The ad uses the tagline ‘Made in China. Made with the world’ and highlights the way Chinese companies co-operate with overseas firms to produce high-quality goods. It shows a series of products, each with a label saying it is ‘Made in China’.
For example, an iPod-like MP3 player is described as ‘Made in China with software from Silicon Valley’. A fashion shoot includes clothes with the label ‘Made in China with French designers’. And a refrigerator bears the text ‘Made in China with European styling’.
The ad was created by DDB Guoan in Beijing. Representatives from the agency declined to comment on the contents of the ad or its roll-out.
The ad has been in development for months. The agency won the account last year but the ad’s development was delayed due to the tainted milk crisis that hit perceptions of Chinese products.
A statement from DDB Guoan said that the ad was commissioned by the Ministry of Commerce in partnership with four industry groups: the China Advertising Association of Commerce, the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, the China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts, and the China Chamber of Commerce for Import and Export of Textiles.
See the 'Made in China' ad here.
The 30-second commercial debuted on CNN earlier this week. It is currently running on the news network in Asia, and it is believed that the ad is set to be screened in other markets, including North America.
The ad uses the tagline ‘Made in China. Made with the world’ and highlights the way Chinese companies co-operate with overseas firms to produce high-quality goods. It shows a series of products, each with a label saying it is ‘Made in China’.
For example, an iPod-like MP3 player is described as ‘Made in China with software from Silicon Valley’. A fashion shoot includes clothes with the label ‘Made in China with French designers’. And a refrigerator bears the text ‘Made in China with European styling’.
The ad was created by DDB Guoan in Beijing. Representatives from the agency declined to comment on the contents of the ad or its roll-out.
The ad has been in development for months. The agency won the account last year but the ad’s development was delayed due to the tainted milk crisis that hit perceptions of Chinese products.
A statement from DDB Guoan said that the ad was commissioned by the Ministry of Commerce in partnership with four industry groups: the China Advertising Association of Commerce, the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, the China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts, and the China Chamber of Commerce for Import and Export of Textiles.
See the 'Made in China' ad here.
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