Don’t worry this 13-minute spot about a career woman forced to relive a day in her life has a happy ending.
It’s been 26 years since the tragicomedy classic “Groundhog Day” hit the cinemas, but the metaphor of living with ourselves over and over again turns out to be so potent, it continues to inspire film and ad makers until now. Haier’s “Glorious Day” ad is a recent example, depicting a woman so busy with her career pursuits, she doesn’t notice how much of a toll it’s taking a toll on her family life.
You have to hand it to Haier— the brand spared no effort to insert the idea of the essential role its appliances play in modern families’ happiness in this film. We see a successful female sales exec, who can’t attend her daughter’s parents’ meeting because of a huge presentation, and that’s where her problems start. Every day she wakes up to November 11 again and again. This also means that again and again, she has to deal with faulty home appliances that only add to the stressful day.
She finally breaks the circle upon attending the school meeting, where her daughter reads an essay about how mom is failing her in front of the room full of parents. The woman later revises her big presentation with the message that “successful work is not everything, we must not neglect our families”, and that understanding, along with reequipping their affluent apartment with Haier’s smart appliances, restores family happiness.
The video is produced by a Hangzhou-based 壹橙贰青 (without the official English name, we’ll go with the rough translation One Orange Two Green), and directed by Chen Liyan. This production house already has work for Haier in their portfolio—including a recent commercial film for Tmall promo , and this spot for the Haier collaboration with a reality dance show. Though they worked previously with One+, this time there’s no creative agency credited in “Glorious Day”. As well as directing the film, Chen Liyan co-wrote the screenplay for it too, and perhaps there was no one by his side to point out that the main character is a bit too much.
The message “Glorious Day” sends is loud and clear— in the everyday chase for success, we often misplace priorities. However, did the film absolutely have to tell this story with such stereotypically exaggerated characters? The problem is not only that the main protagonist is not a good mom. She rudely shuts her husband up and has outbursts at her subordinates – while maintaining complete professional composure in from of the bosses— the scenes of all her other interactions show she is not a good person. The commercial film may not have caused a backlash yet, but in a society where women struggle to smash through the glass ceiling, at the same time battling with reportedly prevailing views that women should value family over career, they could do without this sort of ‘cautionary tale’ portrayal.
Clients 客户：海尔 Haier
Executive Director 执行导演：抖点葱
Executive Producer 监制：大娃
Editor/Post Production 剪辑/后期制片：弋颜
Editors 剪辑：俞炜巍__Tanc, 陈天艺
Montage Director 剪辑指导：董北
Art Director 美术指导：谈天
Sound Design 声音设计：山禾北人
Color Correction 调色/DIT：燃点影视科技