McDonald’s China: ‘Happiness is 0 burdens’ by Xú Jìnglěi

McDonald’s (麦当劳 – Màidāngláo) has just launched a new digital campaign in China.

The focus of this new campaign is the feeling of happiness, and it is aimed at urban Chinese white-collar workers. The campaign’s slogan is 快乐就是0负担 (Kuàilè jiùshì 0 fùdān), which roughly translates to ‘Happiness is 0 burdens‘.

For those confused by the awkward translation, the slogan is suggesting that true happiness is when you let go of the burdens of everyday life.

The TVC (which also headlines the digital elements) for the campaign is directed by and features the Chinese actress and director Jane Wu (Chinese name: 徐静蕾 – Xú Jìnglěi).

For those of you living outside mainland China, Jane Wu is an extremely popular Chinese celebrity – so much so that her Sina based blog was once the most clicked blog on the internet.

Within the advert Chinese people give their thoughts on happiness are, and the question of ‘what is happiness?’ forms the basis of McDonald’s new Tudou page. Go check it out.

Credit to: TBWA China

7-Up: Chinese viral by ‘Hugo’

This is the latest spoof advertisement from the notorious ‘Hugo‘ (胡戈):

It’s a rather amusing take of 7-Up’s Chinese current promotion where Hugo demonstrates the downside of findng a winning 7-Up bottlecap. The video is already very popular in China.

Within 24 hours of being uploaded to Hugo’s official Youku page it had already been viewed over 150,000 times and has even been awarded honours for its immediate popularity.

Who is Hugo?
Hugo is known as 网络恶搞第一人 (Wǎngluò ègǎo dì yīrén) aka the first man to spoof the network.

He is from Wuhan (Hubei Province) and has previously produced a number of other spoof videos that can be viewed on Hugo’s Sina page. If you like his videos Hugo would like to let you know that he is available for work.

I will be following his latest spoof over the next few weeks to see how it progresses.