Aren’t most things made in China these days? It’s a comment (or lament, perhaps) heard frequently enough. So you might think it’s a little superfluous to launch an international advertising campaign to convey a similar message.
Neverthless, the nation’s Ministry of Commerce has been running 30 second ads on CNN with the slogan “Made in China: Made with the world”. The campaign was created by DDB Guoan, a unit of New York-based Omnicom Group, and is designed to bolster China products’ reputation for quality. Likewise it is supposed to convey the message that things made in China involve cooperation with other countries. Thus the TV ad shows an evening gown with a label stating ‘Made in China with French designers’. Reaction to the campaign has been mixed. China Daily celebrates it as “groundbreaking”. But as one netizen remarked: “It appears to tell the world that China has no designers and only coolies.”
© ChinTell Ltd. All rights reserved.
Exclusively sponsored by HSBC.
The Week in China website and the weekly magazine publications are owned and maintained by ChinTell Limited, Hong Kong. Neither HSBC nor any member of the HSBC group of companies ("HSBC") endorses the contents and/or is involved in selecting, creating or editing the contents of the Week in China website or the Week in China magazine. The views expressed in these publications are solely the views of ChinTell Limited and do not necessarily reflect the views or investment ideas of HSBC. No responsibility will therefore be assumed by HSBC for the contents of these publications or for the errors or omissions therein.