Nike has done it again, this time capturing the sometimes comic ritual of gift-giving (in this case, the tradition of hongbao red envelopes given out during the Chinese New Year) in Asian culture.
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 Drum
Hat tip to my son Tyler who has always had his finger on the pulse of pop culture.
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