Nov. 11, not Black Friday, is the world's biggest shopping day. It's when China's Alibaba Group puts on its annual one-day e-commerce mega-festival, called Singles Day or Double 11. Shoppers just spent $17.8 billion in 24 hours on Alibaba's platforms. There were about 100,000 brands and merchants peddling their wares at the same time.
So how do you advertise such a huge, complex event? Fred & Farid Shanghai strung together 30 famous brand taglines in one video for Alibaba's Tmall platform. That meant convincing all the brands to get on board, including competitors like Nike, New Balance, Under Armour and Vans, and join together in the same video. Alibaba has that kind of clout; some brands are said to do a month's worth of sales in a single day during Double 11.
The ad, called "All in One," also includes Levi's, L'Oreal Paris, Dove, Evian, Beats and Johnnie Walker. All the footage was shot just for this ad. The original was in Chinese; this is a full-length version with the slogans in English. There were also four TV commercials, one 60-second and three 30-second versions, as well as an outdoor and radio component.