Nokia's global "Be the Gift" campaign travels to China on its latest excursion, with a heartwarming spot for Chinese New Year.
The film, by Mother Shanghai, centers on a handsome young movie actor starring in a period drama, who has to shoot a grueling war scene through the Chinese New Year holidays. This takes him away from his loving mother, who is always a video call away. After discovering that he had left his favorite winter coat at home, she surprises him on set with a home-cooked meal, his favorite coat and most important of all, the gift of her presence during Chinese New Year.
"We wanted to shed light on the realities facing modern Chinese families today. Smaller families, with many working hard and often through the holidays, and reunions no longer just centered around the parents' home," said Nicholas Ye, executive creative director at Mother in Shanghai.
The ad is Nokia's first major campaign since its relaunch in China and promotes the Nokia 6 with dual-sight camera mode--a feature subtly highlighted during the video calls between mother and son. It's also the first major work from the newly announced joint venture between Mother and The Secret Little Agency in China.
The film will air across regional Asia Pacific in markets such as Thailand, Malaysia, Singapore, Vietnam and Taiwan, as well as in China.