The year of the Sheep Spring Festival ads hot, you remember a few?

From late January onwards, the major brands on the Spring Festival ads are continuously on the line. You can see that in the traditional 15-second and 30-second TV commercials, micro-movies, short videos, cartoons, documentaries and other forms of advertising in endlessly.

In addition to the simple "spring good ceremony" promotional ads, as previously said, reunion and the Taste of the year, is still the main creative starting point of advertising. Some ads are intended to make people moved to tears, and others to try hard bo people smile. Like Spring Festival, home, reunion, family, these elements will often be warm or tear-type ads used, the plot can be the return of crowded cars, snow-covered roads, decorated rooms or mother's dinner. Party, parties, firecrackers, red envelopes, these things are more likely to appear in the humor-oriented advertising plot.

On the other hand, we have heard no less of the phrase "The taste of the year is getting lighter". What kind of content do we need to incorporate in advertising to make us feel full of the year? It's a good idea to make packaging more festive, or to use the zodiac to play some ideas.

But after advertising out of the street, the most important mission is to let consumers remember your brand, otherwise how to talk about brand goodwill and product sales promotion? So even if the content is touching, if and the brand itself out relationship, all that is in vain.

So, we try from the three angles of emotional resonance, zuò Atmosphere and brand Association, zì (Zhǔ) (Zhāng) selected the top 10 of the spring festival AD to see if it fits your appetite?

Apple: Old record, open a new concept

Only Apple's first Chinese New Year advertisement, "old record" has enough attractive reasons, not to mention there are Xu Saddle China, Doyle, William this one of the Golden Horse Award winners, so that this only 90 seconds of video advertising quality protection. In fact, the story is simple, but the lens language and enough exquisite touching, with Xuan "Forever Smile" This song, also let the screen a little more nostalgic and sense of age.

Even though the campaign was a remake of the song, which was the Christmas ad from 2014, the move was enough to make Apple's focus on the Chinese market. Not to mention that in Apple's recent earnings report, China has created record highs, from Zhengzhou to Hangzhou to Chongqing, where they have recently opened physical stores in major Chinese cities with fierce momentum.

Ikea in Taiwan: It's good to be home.

This is a new Year's advertisement from Taiwan, made by the Ikea of Taiwan. Advertising to record the way, tells a family of four daughters married, two elderly people hope that their daughters can often go home to see, and the interior pattern to reform to welcome the story of daughter home. Ikea recorded what the girls saw when they came home to remind people that "it's good to be Home". The video ad received a lot of praise on YouTube, released one months later, harvested nearly 550,000 clicks and 2,470 compliments.

Although Ikea's advertising in the Chinese market is not large, it still doesn't prevent them from making a fortune here. In 2014, the company's total sales in the Chinese market amounted to 8.8 billion yuan, a 25% increase from last year.

McDonald's: You are my New Year

Since the encounter of "Fu Xi" food safety incidents, McDonald's ads have been more heart, the continuous introduction of "Serve" and "Let us Together" series of TV commercials. This time the Spring Festival advertising "You Are my New Year", but also the same line to walk the warmth of the route, trying to not completely dissolve the crisis, to win back the hearts of consumers.

"Chinese New Year, you can have no train tickets, you can have no good weather, take no red envelopes, catch up with the Spring Festival Gala, it does not matter." But can not be without you ", advertising copy insipid sincere and pointed to the people, and" and you just call the New Year ", is indeed a point that resonates, after all, every year to squeeze the spring tide home, is to spend the day with important people.

Wanglaoji: God's horse is gone.

From "God horse" to "God Baa", the King of old Kat conversion is really fast, also be quickly caught the key elements of the RAM. Although the 2012 six gods of the "toilet of the past and present life" animation became popular, there are many similar animated ads, but after seeing more than the reality of the Spring Festival advertising, the film instead appears to attract people up. More importantly, one of the elements of the year is rich enough, not only accounted for the word "Ji" luck, Wanglaoji also in the red can also play a package of tricks, appear festive full.

Wanglaoji published the animated ad on February 12 on the official microblog, hitting 1.5 million on Youku on the same day.

In the past year, Wang old auspicious lawsuit dozen good, the red can also use justly, recently is the Crown Archie art world alone to sow the year of the Year of the year, presumably expensive. But the king, who spends so much money on sales, is always tight-lipped and silent as a mystery.

Dove: The blessings of the year

The name "Dove" is very easy to use, and "the blessings of the year" can also be used as a greeting. In the advertisement, the girl who took the train home saw a chocolate box on her hand and suddenly showed a smile expression. When she handed the box of chocolates to her parents, and the woman dressed in a girl's coat with a twist and a swing to go out of fashion, you can understand what just this expression shows.

Dove has been using the Spokesperson's strategy for two years, from Amber, Tang to the present Deng Zi chess, almost wheels-like line. Surprisingly, the new year AD did not invite stars. However, the girl of the Grinch, she likes to play with the characteristics of the machine is not changed, you will even feel that this ad a little cute and playful. The 15-second ad is now on TV.

Pepsi: Join hands with the United States, the stars to play self-portraits

If there is the most consistent Spring Festival Advertising award, probably not Pepsi. Since the Spring Festival in 2012, they have insisted on launching a series of "Bring Home the Music" campaign every year, so that people expect the Pepsi to play some tricks in the spring Festival every year. In the 2015 works, a large number of stars are still essential advertising strategies, invited Amber, Jolin Tsai, Luo, xiaoming, Li Yifeng, such as star self-guided by the interest of small short film. But unlike in previous years, this time Pepsi works with mobile video APP America as the main media channel.

Up to now, more than 3 million users have been involved in Pepsi and the United States filming cooperation activities.

Willing to throw money in advertising Pepsi, 2014 report card is not bad, basic and 2013 flat, but net profit has slipped 3%. It faces the same problems as many fast foods: increasingly healthy consumers are choosing healthier beverage products. However, in the spring Festival, consumers worry about this factor is much smaller, and advertising can help busy place is, when people stand in the supermarket coke Shelf side, will choose the blue lid of the bottle.

Master Kang: This spring Festival, add a year flavor

We often hear this complaint: The New Year is getting boring. But what is it that makes Chinese New year more and more boring? Where did the year's taste go? Master Kang has launched three micro-films at one breath in order to arouse the memory of the year and the attention to the traditional culture. The three micro-films were starred by Sun, Huang and Li Yifeng, Wesheng, Wang, Luchuan, and Zhang's four directors, which also appeared in the "Huan biography" and "where the father went" in some of the stem, but let the audience feel a lot of kindness.

Perhaps you can feel that this series of micro-movies and Pepsi before the "Take Le Home" micro-film has a similar temperament. That's just to say that you feel right because it's the same person: Since September 2014, Li Ziqiang, chief market executive of PepsiCo Greater China, also served as chief market executive of Master's Beverage Holdings Limited.

In other words, Pepsi's performance is general, Master Kang's performance is not good. In the three quarter of 2014 and the first three quarters, its turnover has seen a year-on-year decline of 12.86% and 4%. Its parent company top New in 2014 several times into problem oil storm, Master Kang also can not be immune, especially instant noodles business. In terms of beverages, it is said that 2014 is "soft drinks", the Chinese beverage market overall sales are extremely difficult, can also see the situation of Master Kang.

Comfort: simple, wash your hands and eat

Wash hands to eat, this sentence of life often say a word, but is comfortable to use in their Spring Festival advertising theme, but it is also very consistent with the brand popular product role and functional positioning. The advertisement tells three stories: the young people who fight in big cities go home for the New Year, the first time they see the fiancee of the man's parents and the father of the peasant workers who have to go back once a year. The simple word "wash hands" is the most sincere concern of family members, including love, integration and inheritance.

As one of the most popular brands of Procter and Gamble, the comfortable advertising strategy is to closely correlate "bacteria removal" and "hand washing". They launched the "hand-washing revolution" ad campaign in 2013 and are actively promoting "global handwashing Day" in China. Sales of its parent company, Procter and Gamble, stagnated in 2014 and announced plans to abandon some 100 brands. As a member of the veteran, Shu-Jia naturally retained, may also be expected to be in the future brand publicity to get more support.

The topic of "hand washing" is currently on Weibo with 10 million reading and 20,000 discussion. However, it has also been pointed out that advertising seems to imitate McCann last year for CCTV to create a public service ads "chopsticks chapter."

OPPO: To the United States, is a photo with mom

I believe many young people come home in the Spring Festival, will be tempted to share some photos to their circle of friends, content is no more than the food table, New Year's clothes or friends of the party, but few people share with their family photo. OPPO recently in the micro-letter circle launched the ads, including a video, told the audience, the new year to go back to take a photo with mom. OPPO has been emphasizing the photo function of their products, this time also finally put the selling point and family hook.

2014, the domestic major mobile phone manufacturers are good performance, and has been rumored to be the most lucrative mobile phone manufacturers OPPO, in the global sales also reached 30 million units, compared to the 2013 13 million, doubled more than one. So this time in the circle of friends to advertise, also shows that it is not bad money. However, OPPO in marketing money has been not soft, in the early years to the Leonardo this level of star shooting find series of ads, and then please come to Chen, thirsty OPPO N1 endorsement.

Baidu Map: The world is big, also want to go home

Baidu in the recent annual meeting announced the Lou to endorse Baidu map, and in February launched the first advertisement, also will focus on the Spring Festival "home" theme, and shouted "The world again big, also want to go home" slogan. No matter how many roads you walk or how many places you go, the way home is always the most desirable. Of course, the ad is more focused on the spokesperson itself than on the idea. In addition to this video advertising, Lou for Baidu Map recorded voice navigation package has been online, and quickly attracted by fans.

Baidu map on February 11 on the official microblog published the advertisement, has 200,000 of the forwarding volume and more than 5,400 comments. At present, Baidu Map occupies 70% of the market share, and has more than 300 million of the number of users.