Apple’s commercial for the celebration of the Chinese New Year
Apple’s Chinese New Year ad is one of the first big campaigns of the year.
The Chinese New Year is celebrated after the winter solstice, specifically on January 29. And it is a time when brands take advantage of the opportunity to wish the best to the inhabitants of one of the world’s powers. To do so, advertising campaigns ad-hoc to Chinese culture and traditions are carried out.
One of the first brands that began to celebrate the Chinese New Year was Apple. It is traditional that around this time it launches a short film made with one of its devices where it tells an emotional story. This time, love, 90s nostalgia and flash mobs will take center stage in Apple’s campaign.
“I Made a Mixtape For You” is the title of Apple’s commercial celebrating the Chinese New Year. It was created by the agency TBWA\Media Arts Lab Shanghai, directed by Michael Gracey and choreographed by art directors Joel Chang and Qin Shi Jie.
Apple’s commercial aims to capture the spirit of a bygone era, but one that left an indelible mark on those of us lucky enough to live through it. To do so, it uses the new iPhone 16 Pro to film a musical that portrays love through young people’s dates. These dates recreate the old-fashioned expectations of family members and how they struggle with lovers.
The protagonist has to face his family, who pressure him to settle down and get married. Misunderstood, he finds in some tapes from the 90s some song chords and sophisticated dance steps to get closer to his love.
According to Michael Gracey: “The iPhone is made to capture movement, particularly dance. Everything is possible with this phone, from taking incredible quality images to recording in HFR. Being able to access all of this through something that fits in your pocket makes the iPhone an incredibly powerful tool.”
Watch | YouTube
