Unfortunately, because of the current caronavirus crisis, this hasn’t been the Spring Festival that everyone was hoping for or expecting, with millions stuck at home or worrying for the friends and relatives while on holidays. But for at least a moment, let’s take our minds off this and see a few more CNY ads that under the circumstances might add even more significance to the true meaning on what this time of year represents.
非常遗憾由于目前的新型冠状病毒危机，这个春节并不尽如人意。数以百万计的人们整个假期都呆在家中，或处于时刻担心亲朋好友的状态。但至少在这一刻，让我们把注意力从这个问题上转移开。关注时下，可能会在特殊时刻增添更多的含义的春节广告。
Particularly, works of director Zou Fei caught our attention this year. Zou directed a mini-film for Midea titled “Come home, it’s enough” which generated 14.5 million views, 5.6K comments and over 10.5K reposts on the brand’s official Weibo alone. The 4-minute long commercial film plays up the CNY theme with a twist: appealing to a lot of young Chinese people who dread coming home for holidays because of high expectations from family about their future and life. This ad takes an interesting turn, when an “ideal son” with a 5 years plan and ambitious goals comes back home and everything seems fine. But then he turns the situation to his parents, setting the same high requirements for them as they do for him.
今年导演邹飞的作品特别引起我们的关注。邹导为美的品牌导演的这个微电影叫《回来就好》，仅在品牌官方微博上已经有1450万次观看，5600个评论，和超过1.5万次转发。这部长四分钟的商业影片将春节玩出了新花样：吸引许多年轻的国人，他们害怕在假期回家，因为家里人对他们的未来和生活抱有高期待。这个广告（的剧情）有一个有趣的反转，当一个“理想的儿子“回到家谈论着自己的五年计划和雄心目标，一切看似还OK。但是接下来，他将谈话重心转向了父母，为他们制定了同样高要求的计划，就像他们要求他一样。
You don’t see much of the advertised Midea products, the commercial film is made with more focus on storytelling and share-ability for social media. Enjoy watching the video to see how there’s an AI rental involved in the plot, sending a message that perfection is not everything as long as there’s love and togetherness in the family.
在广告里看不到很多的美的产品，这个商业电影更多地聚焦于讲故事和是否能够在社交网站上被更多地分享。欣赏这支电影的时候，看看AI租赁如何出现在剧情里，并传递一个信息：完美并不是一切，只要家里还有爱和团圆。
Client 客户：美的
Production 制作方：37Film
Executive Producer 监制：Lou Si 罗思
Director导演：Zou Fei 邹⻜
DoP 摄影：Jin Chenyu 金晨煜
Color Correction 调色：YoKat
Art Director 美术指导：樱子.Zorana
Special Effects 特效：王浩⻰ Warren
Sounds Design 声音设计：Shao Hang 邵航
Special Effects/Composition 特效/合成：Craft Creations
Color Correction 调色：Craft Creations
Zou Fei also directed another CNY commercial for one of the most popular mobile games “King of Glory”. The dynamic video with multiple settings shows different groups of players celebrating their victories in the game, as well as in the real life. The ad cleverly connects the typical CNY situations with the language of the game: “the matching mode” as a metaphor to the love matchmaking that singles face when coming back home for the holidays; “finding a hero” when depicting a guy taking home a stray cat and many more. The commercial is clearly targeting gamers, because its specific humor is hard to understand for non-players. On the director’s Xinpianchang page, users comment, that this is a “must-have game for the CNY, especially now that everyone should avoid going outside”.
邹飞也导演了另一个春节题材的商业广告，客户是时下最流行的手机游戏之一王者荣耀。这个动感很强的视频在多组场景间切换，展现了不同组的玩家在游戏中赢得了胜利，也在现实生活中赢得了胜利。广告很机智地将春节经典的场景与游戏里的语言联系在一起：如用“配对模式“比喻单身人士放假回到家遇到的相亲；当一个男子将流浪猫带回家时，他“找到本命英雄“了等等。这个广告的目标观众很显然是游戏玩家，因为不玩这个游戏的人是很难get这之间的幽默。在新片场邹导的个人介绍页面上，有用户的评论说“这是在春节是必须玩的游戏，特别是现在避免外出的时候“。
Client 客户：王者荣耀
Production 制作方：37Film
Executive Producer 监制：Lou Si 罗思
Director 导演：Zou Fei 邹⻜
Color Correction 调色：光耀哇
Sounds Design 声音设计：Shao Hang 邵航
Editor 剪辑：Song Yang 宋暘
Art 美术：罗汉果Lo
In times of crisis, films can often help make us feel better and bring us closer together. Good storytelling and filmmaking, whether for movies, TV or even commercials, can help us feel less alone and if nothing more be entertained. We wish everyone a healthy and safe continuation of their holiday and look forward to showcasing many more great Chinese campaigns in the coming weeks.
在危机时刻，影视作品通常能够让我们情绪好点，让我们更紧密地团结在一起。不管是电影，电视剧或甚至是商业广告片，好的故事和视频制作能让我们不再感到那么孤独，如果没有更多娱乐的方式。我们祝愿大家继续度过一个健康平安的假期，并且期待在未来的几周里会带来更多精彩的国内广告活动。
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