This series of ads from Adidas capture the Chinese spirit completely. It’s not just the universal hope that any country has of winning the most gold medals; it goes much deeper.
As everyone knows, China is one of the oldest civilizations, and for a good part of its history led the world in innovation and civilization. But due to geographic and leadership factors (China’s natural geography makes it difficult to defend from invaders; therefore the strategy was to defend rather then to expand) China closed its doors and stopped developing.
The Chinese people are aware of their history at the top, and are even more aware that China is far behind; this realization often leads to shame. This insecurity and desperate desire to reclaim their position at the top is what fuels Chinese nationalist pride.
When looking at these TV spots, the story isn’t really so much the individual athlete’s story; but its the story of China as a nation; how it has fallen, how it is gathering itself together, and its hopes and aspirations to reclaim its honored spot as world leader. The Olympics and the Chinese athletes become a symbol of of this aspiration.
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Advertising Agency: TBWA
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