The Spring Festival travel rush has begun. Which of these ads that flood the screen makes you miss home more?

You must have seen many New Year advertisements launched by brands , but looking around, there are various New Year advertisements released every New Year, but only a few can really make consumers cry. Today, I would like to recommend to you some high-quality New Year advertisements that I have discovered recently, limited to video advertisements . See if anything impresses you?

Pepsi : A Lite Version of Riding the Waves

Whether you admit it or not, Pepsi's New Year's advertisement is indeed one of the rare ones that can impress consumers every year. There is a characteristic of Pepsi's New Year's advertisement, which is that it can not only make people cry, but can also be talked about even after several years. Before 2016, Pepsi’s New Year advertisements took the big-name route, spending a lot of money to invite as many stars as possible. Since 2016, based on the star group, we have started to take the sentimental route.

For example, in the 2016 New Year of the Monkey, Liu Xiao Ling Tong starred in “The Monkey King”.

For example, the new version of "Home with Kids" in 2017 with the original cast of "Home with Kids" and Lin Gengxin.

In 2018, Pepsi brought together Deng Chao, Wu Mochou, Zhang Yishan, Zhou Dongyu and Wang Jiaer to create a new micro -film advertisement "Pili Parents". The 20-minute micro-film can be regarded as a streamlined version of "Sisters Who Make Waves ". The father-son conflict between the stubborn old father played by Deng Chao and the rebellious son played by Wang Jiaer was finally successfully resolved through a "time travel".

The sentiment is there, the hot topics of the times are there, and Pepsi's most obvious star-studded features are there. It must be said that this is another successful New Year advertisement for Pepsi.

Hippocampus Photo Gallery: Stories Behind the Photos

I have discovered that many New Year advertisements have a common problem, which is that the sentiment is there and the story is well chosen, but after watching them I find that apart from the reveal of a brand logo at the end, there doesn’t seem to be much connection. This can easily lead to users only remembering the story and not the brand.

On this point, Hippocampus Photo Studio tells a good New Year story. Pepsi Cola talks about the relationship between father and son, while Hippocampus Photo Studio’s New Year advertisement brings the relationship between father and daughter to the screen.

This year is special because New Year's Eve is the day after Valentine's Day . Hippocampus Photography Studio seized on the century-old hot topic of "daughter is father's lover in previous life" and told this story by presenting the image of a "rebellious daughter" and a "selfless father". The story begins with a group photo and ends with a new group photo.

There are no big-name stars, but taking photos runs through the entire story. The conflict and contrast between the "rebellious daughter" and the "selfless father" are exactly like scenes that have appeared in the lives of each of us. When the words "The most loving year starts with the first New Year photo" appeared at the end of the advertisement, I was instantly moved.

In addition, I admire Hippocampus Photo Studio's courage to reflect differentiation. Because it is the New Year, countless brands are shooting New Year advertisements, and family and reunion are topics that cannot be avoided. But Hippocampus Photo Studio took advantage of the coincidence that New Year's Eve and Valentine's Day are one day apart and told a family story in a different way. This differentiation makes this advertisement the most special among so many New Year advertisements.

Tmall : New Year ads are more than just sentimental

When Tmall was recently promoting the New Year Goods Festival, it jointly launched the "Tmall Advertising Gift" series of advertisements with Ergeng . So far, three or four videos have been released, with different styles, some are tear-jerking and some are funny and joyful.

I personally think that there should be more festive atmosphere during the Chinese New Year. If brands blindly pursue "tear-jerking" effects, they are likely to have a counterproductive effect on the traditional Chinese New Year. The scale in this must be well controlled. Being heartfelt does not necessarily mean being tear-jerking. So, when I saw Tmall using various ways to talk about the topic of "Spring Festival Reunion", I was attracted.

For example, the third episode of "Tmall Advertising Gift" "Mahjong Table Detective Story" not only promoted the Tmall New Year Festival through a light-hearted and humorous plot at the mahjong table, but also made the topic of Spring Festival reunion very resonant.

Of course, Tmall also tells sensational and tear-jerking stories, such as the first episode "She Knows", but more often, it is done in a relaxed context. The New Year should not only be about sentimentality, but also about multiple angles and approaches.

Safeguard: The victory of "washing hands before eating"

Like Pepsi, Safeguard is also a brand that insists on telling New Year stories. "Wash your hands before eating" is one of the most common phrases in life, but Safeguard used it as the theme of its Spring Festival advertisement, and it has been used for three years. Since 2015, Safeguard’s New Year advertisements have been centered around “washing hands before eating.”

This year's Safeguard New Year's story tells the story of a son who left home for 7 years to study a skill. When he returned home, he found that the father in his memory had grown old. This plot is undoubtedly a tear-jerker.

In recent years, Safeguard has launched several advertisements centered around the theme of "wash hands before eating", which can be said to have fully captured these four words. When Safeguard changed "wash hands before eating" to "wash hands before eating New Year's Eve dinner", and carried out Spring Festival marketing around the same theme for three consecutive years, it was a victory in itself.

Be & Cheery : Misplaced Narration

I have seen a lot of New Year advertisements with similar creative ideas these days, all talking about the company of parents and family, but the Be & Cheery advertisement is indeed the one that resonates the most.

The narration in the advertisement and the interactions with parents in real life create an illusion of misalignment, but it is so real. How many advertisements talk about reunion and companionship during the Spring Festival, but when we are really with our family, how much of the companionship is real?

The daughter in the advertisement learned how to give praise, became more focused, and learned how to be grateful... but these have all become false companionship. Are you feeling a little ashamed while looking at your phone at this moment?

This intersection of narration and reality becomes another more profound kind of heart-wrenching experience. What family members want is not just companionship, but real companionship.

【Summarize】

New Year advertising is the first marketing campaign of the year for most brands and also the first expenditure of the brand budget. It is not easy to win this battle. Most brands choose to tell a conventional tear-jerking family story, which is the safest approach, but there are also brands that dare to be different, such as the ones mentioned above.

Safeguard has maintained its New Year theme for 3 years, Pepsi has maintained the national memory for even more years, Be & Cheery has precise insights, Tmall has a new strategy after abandoning sensationalism, and Hippocampus Photo Studio has boldly used the Valentine's Day before New Year's Eve to make a detour. It can be said that these advertisements have left a deep impression on people.

The author of this article @骏小宝 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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