In February 2018, Apple released Three Minutes, a short film for the Chinese New Year directed by Peter Chan and shot on the iPhone X. It is based on a true story. A mother works as an attendant on a train through the holiday. When the train stops at her hometown station, her family brings her young son to the platform. They have three minutes.
The boy recites the multiplication table to the end. Until the film closes, he says nothing else.
In February 2020, the carmaker SAIC-GM-Wuling began making face masks. Its first masks carried the slogan Renmin xuyao shenme, Wuling jiu zao shenme: Whatever the people need, Wuling makes.
The slogan stayed. In July 2020, a company representative described it as the shared slogan of Wuling Motors and SAIC-GM-Wuling.
In November 2018, Dolce & Gabbana promoted a large show in Shanghai with videos titled Qi kuai chi fan, Pick Up the Chopsticks and Eat. The brand deleted them from Weibo. On November 21, a screenshot of a private chat with the designer Stefano Gabbana spread on Weibo. That evening the show was cancelled. Its stage, which had cost eight million yuan, was already built.
In a later apology video, the two founders said duibuqi, sorry, in Chinese. Chinese Wikipedia files the episode under the heading “the controversy over insulting China.”
In March 1981, Yuan Geng, head of the Shekou Industrial Zone in Shenzhen, wrote the slogan “Time is money, efficiency is life.” It brought him heavy criticism. Critics called him “a capitalist who wants money and lives” and spoke of “the restoration of capitalism.” The giant billboard was put up in Shekou and taken down several times.
In January 1984, Deng Xiaoping endorsed the slogan on his first visit to Shenzhen. On October 1, 1984, it rode past Tiananmen on the Shekou float in the National Day parade.
In March 2001 the trade site agencyfaqs! reported why Lintas had not won the Coca-Cola advertising account in India. Coca-Cola wanted Lintas to move Kissan, a Hindustan Lever brand, to an affiliate agency. “HLL won’t agree,” the site wrote. The account went to McCann.
Lowe Lintas gave its own reason: “Unfortunately, this was not possible for reasons of conflict of interest with Hindustan Lever (HLL) brands.” The site added: “Lintas was historically a Unilever agency.”
The Royal Enfield Bullet has “the longest and unchanged production run of any motorcycle,” Wikipedia notes. In 1949 the Indian Army ordered Bullets for border patrol. From 1955, Bullets were assembled in Madras from kits sent by the factory in England.
Enfield India went on to make the 1955 design almost unchanged. The brand’s slogan is “Made like a gun.”
In 2019 the adhesive brand Fevicol marked its 60th year with a 90-second film by Ogilvy India. The film follows one sofa through the life of a family. “Over time, the sofa travels across generations,” Storyboard18 wrote.
One of the catchphrases of its television ads is Fevicol ka mazboot jodh hai, tootega nahi. It is a strong Fevicol bond, it will not break.
In October 2015 Ambuja Cement released an ad with the wrestler The Great Khali. His house is not built for his size, so things keep breaking. A ceiling falls on his mother. His aunt tells him to rebuild the house with Ambuja Cement.
The ad was made by Publicis. Its tagline is “Giant strength for the Giant.”
Kitna deti hai? How much does it give? The question is about mileage. Maruti Suzuki and the agency Publicis Capital built an advertising series on it. The first films appeared on Maruti Suzuki’s YouTube channel in December 2011.
“The question brilliantly sums up the obsession for mileage among Indian consumers,” Business Standard wrote. “Mileage has become an extremely important criterion when it comes to car buying.”
Hero Honda launched the CD100 motorcycle in 1985. Its advertising was built on the slogan “Fill it, Shut it and Forget it,” which emphasized fuel efficiency.