Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

Virtually every marketer that targets Asian-Americans creates a campaign for the Lunar New Year, the biggest Chinese holiday.

To celebrate the year of the horse that begins Feb. 12, Time Advertising, Milbrae, Calif., hired a Chinese artist to create paintings of a running horse in the traditional brush-stroke style, then animated them into a galloping horse in a spot for the California State Lottery. Creative director: Sherman Tung. Art director: Paul Ng. Copywriter: Andy Chou.

For Asian-Americans far from their loved ones in Asia during the holidays, print ads for the U.S. Postal Service by A Partnership, New York, draw on familiar Chinese icons. For example, two stone lions that always sit on opposite sides of a door are cozily side by side in one print ad, demonstrating how the postal service brings people together even when they are far away. Another ad juxtaposes a dragon and a phoenix, whose proximity always symbolizes a union such as marriage in the Chinese culture. Chief creative officer: Aok Yuen. Creative director: Steve Lam.

Most Popular
In this article: