I picked this one up from LRB forums; this campaign is very cute, and celebrates a pretty common theme in China youth advertising: irreverence for social norms, mischievousness, and an emphasis on fantasy and imagination.
One thing to note though is that in most Chinese youth advertising there is still a a social conformist aspect to the overall message; while kids will be individuals, this individuality is generally confined to the judgement of their peers. You’ll see this a lot in McDonald’s, Pepsi, and Coke advertising; either one person, or a small group will push the social envelope in some way, then they are joined by others; this is usually in the form of dancing – lots and lots of dancing.
Skittles, however, doesn’t go this route, and instead fully embrace anti-social non-Confucian behavior. Is this a sign of the cultural times? Are kids acknowledging that they could give two poops about what others think? Is this selfishness trumping conscientiousness? Will my head explode from all this pointless speculation? Only time will tell.
See the other Skittles videos in the LRB Forums.
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{ 3 comments… read them below or add one }
“Is this a sign of the cultural times? Are kids acknowledging that they could give two poops about what others think?” Notwithstanding conformist cultures often provide certain relief-zones as accepted–albeit unspoken–stress-release valves; nonetheless, are the consequences of massive multiple social experiments, i.e. one-child policy, black cat-white cat economics, extreme affluence among a small, select population, and realtime, widespread, and virtually democratic forms of narrow-band communications (texting/email/websites), beyond the control of a generation that itself barely experienced these phenomenon and certainly not under a control/variable circumstance?
Ya, Chinese culture is 5000 years old, but Chinese modern culture is very very young; it’s developing rapidly, so we’re seeing a lot of culture change across the board.
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