These Lunar New Year Ads Speak for Themselves

Some Marketers in U.S. and Canada Get It Right

By Published on .

Bill Imada Bill Imada
Happy Lunar New Year!

Thursday, Feb. 7, marks the official date of Chinese Lunar New Year and the beginning of the lunar calendar year 4607. Some communities begin their celebrations for the Year of the Rat as early as December (the year prior), and as late as May. So if you miss the lunar celebrations this week, you can continue celebrating the Lunar New Year through most of May. Watch for other celebrations in the Cambodian, Lao, Thai and Vietnamese communities later this year.

As more corporate marketers and governmental agencies embrace the Asian Lunar New Year, I wanted to share some of the creative work being done by advertising agencies in North America. These ads are all running in either the U.S. or Canada -- not Asia.

For further details about these ads and other work being created by these agencies, please contact them directly. You will also find a listing of Asian-Pacific American advertising and marketing agencies through the Asian American Advertising Federation (3AF) at

Again, Happy Lunar New Year!
Heineken ad

Campaign: Red Envelope
Advertising Agency: Muse Communications, Los Angeles
Creative Director: Wilky Lau
VP of Strategic Services: Shelley Yamane
McDonald's ad

McDonald's USA
Chinese Headline: "All 365 days of my New Year will be filled with lots of good fortune and happiness!"
Korean Headline: "All 365 days of my New Year will be filled with good fortune and hope!"
Advertising Agency: IW Group, West Hollywood, Calif.
Creative Director: John Leewong
President and COO: Nita Song
Royal Bank ad

Royal Bank of Canada (RBC)
Chinese Headline: "May the leap of the lion bring happiness. May you be promoted to a higher position, and may luck come to your doors."
Advertising Agency: Dynasty Advertising & Communications, Markham, Ontario, Canada
Creative Directors: Doris Leung, Patrick Wong
Managing Director: Albert Yue
State Farm ad

State Farm
Chinese Headline: "Wishing you peace and prosperity this Year of the Mouse."
Body Copy: "State Farm agents and employees hope you have a safe and happy New Year full of wealth and good health!"
Advertising Agency: interTrend Communications, Long Beach, Calif.
Creative Director: Stephanie Pao
CEO: Julia Huang

United States Postal Service (USPS)
Chinese Headline: "Make dumplings, prepare New Year's supplies, clean-up the whole house, write the Spring Festival couplets, cut the paper decorations, and get the red envelopes ready. Have more time for a good year with the Free Package Pickup Service."
Advertising Agency: A Partnership, New York
Creative Director: Steve Lam
President: Jeannie Yuen
Wells Fargo ad

Wells Fargo
Advertising Agency: Dae Advertising, San Francisco
Creative Directors: Kendal Yim, Vanessa Soto
President: Vicky Wong
Stay tuned for my next blog on phrases we should drop-kick in the Year of the Rat.

I welcome your comments and suggestions.
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