In Chinese culture, there is a belief that numbers are lucky during and after certain years. The number 8 is considered to be the luckiest number because its pronunciation “ba” in Mandarin is similar to the pronunciation of “fa” as in “facai” which means “prosper, wealth, or fortune”.
To celebrate Lunar New Year and the Year of the Horse, adobo Magazine picked the eight campaigns that, apart from honoring Chinese traditions, also made use of novelty and wit through storytelling, stealing the attention of viewers — creatives and non-creatives alike.
Nike’s The Great Chase (2020)
Nike’s chase for greatness reached the Chinese tradition in this Lunar New Year campaign that featured a young girl and her auntie wanting to give her ampao, a red envelope filled with money given during Chinese New Year. As a sign of politeness in Chinese culture, it is proper etiquette to decline the gift at first but accept it later on.
The chase lasted until the young girl became a wife with her own children.
Produced by Wieden+Kennedy Shanghai, this funny but heart-warming campaign featured Nike’s part in Chinese New Year celebrations where politeness and generosity are paid importance.
PETRONAS’ My Son (2006)
Petronas, a government-owned oil and gas corporation in Malaysia, highlighted the significance of closeness in the family over trivial things in this Leo Burnett Malaysia-crafted campaign.
While her friends proudly spoke of children overseas with esteemed careers, one Chinese mother had a different story. As Chinese culture values success and grandiose milestones, the campaign focused on appreciating the simple things.
The campaign featured elderly Chinese women in a round table talking about their children’s accomplishments abroad. When it was the last elderly woman’s turn, she just said “He is going to take me.” The last scene showed a car arriving and the passsenger turned out to be the woman’s son.
PETRONAS’ Rubber Boy (2016)
To show the audience what it truly means to have a #greatblessing, Leo Burnett group created the “Rubber Boy” short film as part of its Petronas campaign.
While Chinese New Year is marked worldwide by generous gifts and ampao, this campaign imparted a meaningful lesson: the real gifts of Lunar New Year lie not in material things, but in how complete and strong the emotional ties of the family are.
Grab’s HUATever you want, Grab got! (2020)
Wit and humor go together in Grab’s “HUATever you want, Grab got“ campaign. which mixes Tai Chi with food delivery. Helmed by Fisherman Integrated, this action-packed campaign spotlighted Grab’s reliability in delivering services.
The ad starts with a bored family about to celebrate Chinese New Year, but is too lazy to prepare for it. This situation highlighted Grab’s efficiency across its different service offerings: such as cleaning, food, clothing, and many more — all in the name of Tai Chi.
McDonald’s Malaysia’s The Best Hairdresser Mum (2022)
This McDonald’s ad focuses on a mother who styles her daughter’s hair every Chinese New Year — a small, affectionate tradition. Although the daughter rejects it for a while due to embarrassment, she later realizes how meaningful and special it actually is.
This ad campaign created by Leo Burnett Kuala Lumpur communicates to its audience that true prosperity during the Lunar New Year isn’t material wealth, it’s about who you share traditions with and who shows you love.
MR. D.I.Y.’s The Rude Girl (2023)
MR D.I.Y.’s Chinese New Year short film, The Rude Girl, tells the story of Emily, a young woman misunderstood by her neighbors for appearing aloof.
When a fire breaks out next door, Emily risks her safety to save an elderly neighbor, revealing her courage and kindness.
The misunderstanding dissolves when the neighbor learns that Emily is deaf, underscoring a simple yet powerful message: communication goes beyond words.
The film teaches valuable lessons about empathy, compassion, and withholding judgment, showing that true understanding strengthens community bonds.
Beyond the heartwarming narrative that was crafted by the agency Fisherman, the campaign stands out as an excellent CNY ad because it blends festive themes with meaningful storytelling, promotes inclusion, and aligns MR D.I.Y.’s brand values: care, togetherness, and social awareness, making it both memorable and culturally relevant.
Panda Express’s Wishes (2026)
We don’t see many animated ad campaigns for Chinese New Year, but Panda Express released one this year with its campaign in partnership with Opinionated and Passion Pictures.
The campaign spotlights a child in a Chinatown exploring the festivities around her until she gets hold of a sky lantern. Caught by a strong wind, the sky lantern drags her across the city. Despite repeated attempts to land, the girl eventually lets go of her fear, gliding through skyscrapers and enjoying the view. Finally, a doctor catches at one of the skyscrapers and pulls her to the building.
As she drifted above the city, the people who had tried to pull her down traveled together in a van; in the end — after her rescue — they celebrated the Chinatown festivities side by side, despite having begun as strangers.
This animated short film reminds us that despite the challenges we face every day, we can find our way back to one another through “traditions that tie us together” — like the Lunar New Year.
RHB Group’s A Spark For Change (2022)
Just as Chinese New Year celebrates unity in the family, this campaign was inspired by ten children in Teluk Intan, Malaysia who initiated a cleanup of their fishing village facing a waste management crisis. The cleanup encouraged the adults in the village to be mindful of the waste themselves.
Created by FCB Shout, this fresh take on Chinese New Year ads — away from the usual family gatherings — proves that one small act can inspire great change and that children can also influence adults. The campaign supports RHB’s “Together we progress” tagline.
Read more:
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Zurich Malaysia, Ensemble unveil a quieter side of Chinese New Year
TBWA\Singapore, FairPrice spotlight everyday moments in Chinese New Year 2026 campaign
