Nike Great Chase for Chinese New Year
Nike is running “The Great Chase”, a commercial designed to connect with Chinese New Year. The Great Chase commercial connects with the Chinese custom of giving gifts of money in red envelopes known as hongbaos (红包) every Lunar New Year. While this tradition is practiced with many variations, generally family elders gift these red pockets to the young, who return the favor once they are grown up and married. Thus the cycle of good fortune is received and returned in kind. As a show of respect, it is proper etiquette to politely decline these gifts when presented, but to eventually accept them as a sign of respect. But what happens when the game is taken to another level? One child is determined to find out. The ad is for Nike’s new line of Chinese New Year-themed footwear, inspired by the last four cycles of the Year of the Rat.
Nike VP of marketing for greater China Steve Tsoi said:
“At Nike, we inspire everyone to make sport a daily habit; even through the festivities of Chinese New Year. The spot takes a playful approach on a Chinese tradition reminding the audience to celebrate and have fun, to stay active during a time when we typically eat a bit too much.”
Great Chase Credits
The Great Chase campaign was developed at Wieden+Kennedy Shanghai by executive creative directors Ian Toombs, Vivian Yong, creative directors Jeff Fang, Matt Meszaros, Matt Skibiak, art director Jing Qiu, copywriter Liltree Qian, executive producer Bernice Wong, senior producer Fang Yuan, producer Angela Liu, account director Chuck Xu, account executive Larry Zhong, senior planner Chris Kirkup, planner Bart An, comms planner Molly Chen, head of designers Fish Ho, designer Helen Yu, business affairs team Jessica Deng, Kathy Zhan, working with Nike Greater China marketing VP Steve Tsoi, brand communications senior director Che Lin, and brand communications senior creative strategist Flora Zhang.
Music is a Chinese language version of Doris Day’s 1964 hit “Perhaps Perhaps Perhaps”.