Holiday mishaps were something of a theme over Christmas this year--Orange's festive ad depicted holiday fails and Argos featured a holiday-wrecking imp. The idea that the festivities don't always go perfectly is also central to Heineken's Chinese New Year campaign for its Asia-Pacific markets.
In one light-hearted spot from Publicis Singapore, part of a campaign rolling out in 15 Asian markets in the first quarter of 2019, Christmas lights get smashed, fireworks fail to go off (and then do unexpectedly), party clothes get ruined and part of the celebratory meal even gets left on top of a taxi. "Holiday troubles are part of the tradition," says the ad, before encouraging viewers to "enjoy them" while chilling out with a Heineken.
Apart from TV ads, the campaign includes 15- and 6-second videos and GIFs titled "Holiday Troubles," as well as OOH and retail activations.
It's first time Heineken has run such a Chinese New Year campaign across Asian markets and in preparation, it interviewed consumers across the region in search of creatively inspiring insights. It says that while rituals and festivals significantly vary from one country to the next, one key theme consistently re-emerged--that despite the strive for perfection, things seldom turn out as planned.
Ed Booty, chief strategy officer, Publicis Communications, APAC, explains,“With the many diverse festivals and rituals across so many markets, creating one ‘festive’ campaign is challenging. Thankfully, mishaps happen in every culture; they’re the oldest tradition of all. Dispelling the myth of perfection and bringing a bit of levity to proceedings is the perfect role for Heineken.”