With over 700 million viewers, the CCTV Gala Chinese New Year show has the largest audience of any entertainment show in the world. We created this ad to introduce Skittles gift box to this vast audience. The story puts a typical Skittles twist on an old Chinese saying – When a Weasel wishes a Chicken a happy new year, he’s not doing it from the kindness of his heart.

The ad runs for one month preceding the show and many times during the show itself.

The idea came from local creatives at DDB Guangzhou. I helped with creative direction in the production phase, sourcing the animation house in London, and traveling there to oversee the animation and ensure good communication with Chinese colleagues and clients. The ad was directed by Phil Hurrell from Coffee + TV.

Mars

TV ad