Apple today released a new version of its holiday ad "The Song" to coincide with the Chinese New Year holiday, using new actresses and showing a variety of Apple products throughout the video.
Like the original version, the Chinese version of "The Song" centers around a girl who comes across a vintage record sung by her grandmother as she secretly learns the notes and vocals to put together her own rendition alongside the original. The commercial ends with the girl and her grandmother listening side-by-side to the new record on an iPad.
The ad is currently being featured on Apple's Chinese website. The company has opened a number of new stores in the past couple of weeks in time for Chinese New Year, with new locations popping up in Chongqing and Hangzhou.
Top Rated Comments
1. There are far more Chinese than blacks in China.
2. It helps to sell the product if the song is actually in a language the viewer understands.
3. What cheapens the original ad, frankly, is playing the race card. More than one ethnicity actually cares about their grandparents. Therefore, race card DENIED.
Huh? You don't know much about my culture.
Fair point, but I think it's because the song is in chinese and it wouldn't make much sense for the girl to be mouthing english words to chinese dub. Plus, the father in the previous ad appeared to be a war veteran for the United states, so it is more appropriate to customize this particular ad.
You're totally missing the message of the ad if you hang up on racial color.
Amongst many other important values, the Chinese culture still reveres the elderly.
This ad reaches across racial barriers erected by the unenightened, and celebrates this far more important and sustaining truth. It also celebrates youth and new beginnings aided by technology, which has been Apple's theme for a good while now--quite appropriate for the Chinese New Year.
1. As was already pointed out, Apple remade the ad so Chinese customers can identify with the actors, which makes perfect sense. How are they supposed to identify with a black family with a American army veteran, singing in English? And suggesting that they dub the original is exactly the kind of tacky thing Apple wouldn't do. It feels cheap and unthoughtful.
2. If another company copied the Apple ad, does that cheapen the original?
Because people seem to be surprised that different countries identify with different races.
The purpose of an ad is advertising (duh)! The target audience is supposed to identify with the people in the ad. Why would you put people who are obviously Americans in an ad aimed at China? And it isn't an "artistic statement", it's a sales pitch; you can't "cheapen the idea". You can, however, make it pointless; for example, by misfiring on the target audience.