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Tiger Beer “Year of the Tiger CNY 2010” Commercial
With the advertising build-up to Chinese New Year (CNY) in full swing, Tiger Beer appears to be leading the pack with the “May Your Glass Always Be Full In The Year Of The Tiger” commercial. We have always been big fans of Tiger Beer’s ability to localise their aesthetic to suit the target market, and this is another good example of targeted, culture-specific advertising at its best. For us, the strength of the ad lies in the powerful, modern and multifarious capture of the more traditional meaning behind CNY celebrations. The friends sharing a drink together represent the bringing together of family and friends, the re-filling of the glass to symbolise yearlong prosperity, and finally the sharing of the “bottomless” beer via a beer pyramid so that all patrons can enjoy the good fortune of one. Indeed we believe it is the sharing of luck and prosperity that captures the CNY idiom so well. In the meantime we will be on the lookout for more good, and not so good examples of CNY advertising that c
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