Any major themes to take note of?  Comparing this commercial, with that of the Remy commercials in yesterday’s posts, one thing is indeed VERY clear.

When marketing a product that is (generally speaking) for the masses of everyday consumers, tapping a worldly theme is very important.  China wants to fee like it is not only a part of the greater global community, but that it is contributing to it.  This commercial highlights such a theme perfectly in a very straight forward fashion.

The commercials from Remy Martin (see yesterday’s post) target a wealthier consumer and promote images of peace, tranquility, class and sophistication which are derived from the pleasure of enjoying a exclusive and expensive beverage like Remy Martin cognac.  Perhaps this is tapping into the desire to find a way to relax and disconnect from a life of a over-worked Chinese executive.  Offering a type of reward incentive for ones hard work, in the form of a “special” drink, the you work hard to be able to afford, consume and thereafter experience the feeling promoted in the marketing image.

Chinese culture tends to place far less emphasis and importance on receiving and giving compliments.  Confucius said, “to remain un-soured even though one’s merits are not recognized by others, is that not what is expected of a man of virtue?”  In other words, when the over-worked, wealthy business executives in China see this commercial, they see a beverage that creates the aura of achievement, recognition and merit so desperately desired.

The Tsingtao commercial on the other side wants you to let go of that hard day, drop your personal barrier and simply enjoy a beer with the world around you (not escape from it).