Nike: Nike’s first Chinese New Year by Wieden+Kennedy

Nike is taking its first steps into Chinese New Year with a witty ad putting a twist on the hongbao red envelopes tradition.

These envelopes are often filled with money and given to children by elder relatives for good luck. The 90-second spot from Wieden+Kennedy Shanghai depicts a cat-and-mouse game between an aunt attempting to give an envelope and her niece who repeatedly declines out of politeness.

The action begins with the niece as a young girl, donned with a conventional ‘lucky’ Chinese bowl cut. Her aunt tries to give her the red envelope, but the girl is quick to refuse as her mother does not want her to accept it. Not quick enough, however, as the elder slots the envelope into her niece's pocket and leaves abruptly.

Over the next few years, as fashions change and the struggles between both become more intense, the niece eventually dons a pair of Nike’s to try to outrun her determined aunt.