July 15, 2008 6:08 AM
Ad Watch: Restart.
"We're definitely good, but I don't think you can say we're that original," Coldplay's Chris Martin once told Rolling Stone. "I regard us as being incredibly good plagiarists." China's Li Ning seems to have taken the same approach with their successes. Their logo looks suspiciously like a certain famous swoosh. Their "Anything is Possible" slogan seems to have a strangly familiar ring. Even their business plan pulls from American origins.But here's their new Chinese TV ad, and it seems Li Ning may have finally struck an original chord. The question I'm thinking about after watching it is: when it's all over, what will China have to show for the billions they've spent on these Games?
Or, if you'd prefer a slightly more cynical tone: after these Games end, will China put away the patriotism and revert to everything they've always been?
Here's your ad. It's titled "Restart".
A post-script: this ad has been done before in various forms, like this '90s UK beer ad or the current "Grease" ads for Spain's Seat. Or the video for Jack Johnson's "Sitting, Waiting, Wishing." But I can't find an ad from Nike, Adidas or Reebok that has this theme. And this Li Ning ad is certainly more emotional than any of the other videos I've just mentioned. So pending further video evidence, let's consider it a well-executed, non-plagiarized effort from Li Ning.
February 2, 2010
10:01 AM
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