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Shanghai Express

Michael Weinzettl looks back at some amazing ads made in Shanghai.

Two weeks from now, on the 16th of February, the Chinese celebrate their New Year. According to the Chinese 12-year animal zodiac cycle, it will be the year of the Dog. (Apparently Dog years are believed to be most unlucky for people born in previous years of the Dog.)  So I though it might be an opportunity to look at some of the ads (print and TV) made in China, and specifically in Shanghai. As opposed to Hong Kong, which has a long-lasting special status, Shanghai cannot look back on a long British-influenced tradition in ads. That makes the quality of work coming from Shanghai even more astonishing. Take a look at my selection of print ads and commercials that all featured in Archive over the years and see if you agree.

 

Ad for the business translation service ElaN Languages featuring snapshots of some of the most mistranslated “Chinglish” words and phrases across China.

Client: ELaN languages. Agency: JWT, Shanghai. CD: Norman Tan, Carlos Camacho. AD: Supparat Thepparat, Nattagorn Thairattanasuwan, Long Yao Chua. Copywriter: Carlos Camacho, Theresa Ong, Pathida Akkarajindanon. Photographer: Nemesis Pictures Typographer: Wei Shi. Digital Artist: Low Mei Ling

Campaign for The Samaritans, a non-profit organization providing confidential emotional support to people who are suicidal or dealing with general distress.

Client: The Samaritans. Agency: Y&R, Shanghai. CD: Ong Kien Hoe. AD: Ong Kien Hoe, Simon Fong, Leah Chen. Copywriter: Emir Shafri. Illustrator: Owen Gent

End the battle between hot and cold. Sakura water heaters for perfect temperatures.

Client: Sakura. Agency: JWT, Shanghai. CD: Norman Tan, Chao Zhang, Salome Zhang. AD: Chao Zhang. Copywriter: Theresa Ong, Salome Zhang. Photographer: Illusion, Bangkok. Illustrator: Illusion, Bangkok

 

Client: Bejing Subway. Agency: Grey Group, Beijing. CD: Alvin Lim, Marx Zhu, He Jun. AD: Marx Zhu, He Jun, Yang Jianfeng. Copywriter: Alvin Lim. Photographer. Matjaz Tancic. Digital Artist: Heizi Shanghai

 

Client: Samsonite. Agency: JWT, Shanghai. CD: Yang Yeo. AD: Adam Pamungkas. Photographer: Illusion, Bangkok. Illustrator: Illusion, Bangkok. Digital Artist: Illusion, Bang

How does it feel to be skinned alive? Animals in Chinese fur farms wouldn’t have to find out if more of us said no to fur. Ad for the animal rights organization PETA.

Client: PETA. Agency: Ogilvy & Mather, Beijing. CD: Graham Fink , Juggi Ramakrishnan, Wilson Chow. AD: Xingsheng Qi, Ming Law, Morris Ku. Copywriter: Kweichee Lam, Guilin Bo, Awing Chen. Photographer: Xie Yong. Digital Artist: Xie Yong

 

Don’t let germs settle down. Poster for Maxam brand toothpaste.

Client: Maxam. Agency: JWT, Shanghai. CD: Hattie Cheng. AD: Haoxi Lv, Danny Li. Copywriter: Chanfron Zhao. Illustrator: Illusion, Bangkok. Digital Artist: Illusion, Bangkok

 

Pepsi

Pepsi “The Monkey King Family”# A long-format narrative spot tracing the history and tradition of the enduring Monkey King spirit and the way in which performance arts skills are handed down from generation to generation. A Lunar New Year commercial for 2016, the Year of the Monkey, in which we also discover the part in all this played by Pepsi.

  • Pepsi
  • Civilization, Shanghai
  • Alex Xie, Stephen Zou, Miya Wang
  • Andrew Lok, Stephen Zou
  • Miya Wang
  • Andrew Lok
  • NUTS Film

Sakura

Sakura: “Water Relay”# Right in line with the environmental awareness theme, two very different men in this grotesquely amusing commercial take a shower together. For all other, less sociable beings, there is the Eco Water Heater from Sakura, which, from the second shower taken, cuts the emissions of a conventional water heater by half.

  • Sakura
  • JWT (J. Walter Thompson), Shanghai
  • Norman Tan, Lo Sheung Yan, Bill Chan
  • Matt Liu, Zeko Yang, Apple Liu
  • Joy Tang
  • Tiejun She
  • Perfect Life, Beijing

Shangahai Genereal Motors

Shanghai General Motors: “Human Traffic Sign”# A moving campaign in which the victims of road accidents themselves hold up traffic signs that drivers evidently failed to heed. A spot for Shanghai General Motors

  • Shangahai Genereal Motors
  • Lowe, Shanghai
  • Norman Tan, Zeng Qiang
  • Kidd Zhang, Hans Han, Zhenjiang Chen
  • Cherry Wang, Willow Yang
  • Eun Taek Cha
  • Locus Creative Studios, Seoul, A New Life Films

Friends Of Nature Shanghai

Friends Of Nature Shanghai: “Destroy”# Illustrations of diggers with shovels made of chopsticks as seen here are designed to highlight the worst case scenario for the planet if we continue to use resources so wastefully. A spot from Friends Of Nature Shanghai urging people to switch to reusable chopsticks.

  • Friends Of Nature Shanghai
  • Innocean Worldwide, Shanghai
  • David Chu, Eddie Wong, Fan Ge
  • David Chu, Fan Ge
  • Eddie Wong, Fan Ge
  • Damien Yang
  • Volt

Kotex

Kotex: “Cat”# Be it from her cats or the dream guy in her life, a woman expects maximum flexibility and absolute submission to all her own needs. And today’s feminine pad, as produced by Kotex, has to be no less adaptable.

  • Kotex
  • Ogilvy & Mather, Shanghai
  • Graham Fink
  • Bamboo Zhuang
  • Kiddy Wang
  • Xiaolong Wu
  • Shine Works
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