Beautifully inspirational viral video for Li Ning/China. Analysis from Rand Han of Little Red Book:
I’ve been seeing this trend recently, first introduced in Olympics advertising, then obvious in Vancl’s latest campaign, and now in Li Ning: protagonists that focus not on conformity, but on discovery; a beautifully refreshing attitude of going against the grain of societal expectations, to instead slowly reveal the world like a precious gift opened with fear of ripped wrapping….
I’ll admit I was surprised by Li Ning’s latest viral. There’s no focus on sports, nor on clothing, or any product I could identify on first viewing. It’s fresh, simple, light hearted and contains a youthful spirit not of competition, but of the slow, pleasing process of self’s layers unfolding; enlightenment on slow boil never breaking; warmth building without climax….
My guess is we’ll see more of this theme of advertising as the “Born after 90′s” generation matures. Gone are the gold gilded lifestyles promoted in the past … perhaps we’re seeing the first signs of a maturation of mindset; past monetary status seeking to transcendental self awareness? Someone call Buddha, he’s gonna love this.
- Excerpts from Rand Han at Little Red Book (no longer available)