For years we have seen brands repackaging and launching Chinese New Year ad campaigns based on the same old concept of unexpected reunions. Old parents eagerly awaiting their kids’ arrival for the reunion dinner, exigent circumstances making it difficult for them to make it to the reunion, and just when they had given up all hopes of kids showing up, voila, they arrive at the last minute- we have seen this repeating way too often! So, watching some of the CNY 2025 commercials coming up with unique conceptualizations felt like a breath of fresh air.
So, here we are with 5 exceptional CNY 2025 commercials that had the most impressive concepts.
1. Nike: Have a Hard Year
Nike has continued its tradition of dishing out badass campaigns from the last year with its CNY 2025 ad campaign, which is an indirect extension of its 2024 creative philosophy of seeking excellence and self-improvement through discomfort.
The 90-second ad features multiple scenes of athletes uttering the word “Kobe” and facing the pain that comes with the pursuit of excellence, thereby, demonstrating Kobe Bryant’s never-say-die attitude. The ad takes an immersive look at Kobe’s philosophy of relentless self-improvement called the “Mamba Mentality”, and thus, introduces the year as the Year of the Mamba, as a creative tweak of the Year of the Wood Snake.
So, are you ready to have a hard year?
2. Gucci: Xiao Zhan & Ni Ni Ad
Italian luxury brand Gucci launched a stylish 80-second CNY spot featuring its global brand ambassadors Ni Ni and Xiao Zhan.
The advert throws the spotlight on a young boy and a girl, who seem to share a connection through the symbols that they draw on their respective fog-laden windows. Years later, at a CNY dinner reunion, they reignite their connection by drawing the same symbols on their windows again.
The commercial serves as a fitting tribute to the enduring warmth of bonds and the timeless joy of CNY reunions.
3. Hong Leong Bank: Beyond Winter, Spring Awaits
Brands seem to be appealing to their customers’ resilience and fighting spirit this Chinese New Year as Malaysian banking giant Hong Leong dished out an advert similar to that of Nike, urging viewers to conquer their hard times.
The ad follows the inspiring journeys of 2 HLB customers - Kah Chun, founder of a world-champion lion dance troupe and Leona Chin, a trailblazing race car driver, as they defied the odds in pursuit of their dreams. The spot highlights their aspirations, travails, and success stories, to successfully drive home the message that beyond ‘winter’ or adversities, ‘spring’ or glory awaits us.
4. Magnum4D: Threads of Hope
Popular Malaysian lottery operator Magnum4D launched an awesome CNY ad that showcased that if your heart is in the right place, even your goof-ups can lead to good things.
The ad revolves around a young fellow who is seen trying to help people around him. However, despite the best of his intentions, his efforts almost always seem to end up doing more harm than good. However, as the ad progresses, we see how his small errors lead to greater good.
Watch the ad to know what I am talking about and keep helping others whenever you can- remember, your smallest acts of kindness might yield the most unexpected results.
5. Apple: I Made a Mixtape for You
Honestly, Apple has now made it almost a yearly ritual of dishing out the most memorable CNY ad campaign. Hence, it’s no surprise that its short film found its way to this list of exceptional CNY 2025 commercials.
The ad showcases a young lad named Wei, who visits his home to celebrate the Chinese New Year only to be continuously pressed by his family members to find a girlfriend and settle down in life. Unfortunately, the poor fellow is having a hard time with a ‘supposed’ love interest who doesn’t even reply to his texts.
However, when he discovers a mixtape composed by his father for his mother in the 90s to woo her, he is also transported to a 90s dream world, where he falls in love with a stranger, rekindling his faith in love when he wakes up.
Wrapping Up
And that’s a wrap of some of the most exceptional CNY 2025 commercials. The overly repeated theme of homecoming on Chinese New Year seems to have run its course and marketing managers will have to come up with new and better concepts to maximize the potential of their CNY campaigns. And honestly, it doesn’t take any rocket science to figure out what might work; all that one needs to do is get a hang of their audience’s pulse!
We’ll be back with more awesome marketing campaigns for you. Till then, stay tuned!
Rock the 8 Ball Jacket Leather – Bold details for fearless riders. Find your match at Leather Moto.
Rich tones in Brown Leather Jacket Womens – A timeless piece for bold women. Explore Biker Jackets for versatility.