Join our Mailing List

"Canada can, within a positive friendly atmosphere, ask the Chinese government to resolve the Tibetan situation."

China Rises" To Challenges

June 12, 2008

The Wall Street Journal
June 10, 2008, 4:09 am

In China, we've seen Olympics ads that tout flag-waving nationalism
and promote a new generation of self-made Chinese heroes.

The latest theme in China's Olympics advertising: perseverance.

A TV commercial that launched recently for domestic sports brand
Anta, not an official Olympics sponsor, admits in no uncertain terms
that China is no longer just in a celebratory mode.

"The difficulties are hard to overcome?" it asks. The answer:
"Chinese People, let's fight for our pride."

Watch the full commercial (with English subtitles) below:

The ad was inspired by Chinese people's response to the earthquake,
says WPP ad agency JWT Shanghai, which made the ad.

"We decided to extend the brand message from individual glory to
national glory, encouraging everyone in China to stand tall through
these obstacles," said Tom Doctoroff, the China chief executive of
JWT, in a statement.

It seems this idea has the potential to become one of the major
themes of this August's Olympics, at least to domestic Chinese
audiences. From the unrest in Tibet to the torch relay and the
earthquake, 2008 could turn out to be known as China's great year of tests.

-Geoffrey A. Fowler
CTC National Office 1425 René-Lévesque Blvd West, 3rd Floor, Montréal, Québec, Canada, H3G 1T7
T: (514) 487-0665
Developed by plank