Judging from the new publicity video from the Communist Party of China (CPC), it appears that party officials might have paid attention to past criticisms, as the Global Times noted that the three-minute promotion does not feature the sloganeering that featured prominently in previous campaigns.
Viewers of the inspirational video are reassured that "the CPC is with you along the way," while it mostly depicts the lives of ordinary citizens.
The production has resonated with viewers beyond China's borders, who have given it the "thumbs-up" symbol of approval, and the video has been circulated throughout the Internet.
The Global Times reported that some cynical netizens have even admitted to feeling Chinese pride after seeing the video.
Knowledge of the production company behind the video provides an understanding of the direction that the Chinese government may be headed, as the Fuxing Lushang Studio (the name translates into English as "on the road to rejuvenation") is responsible.
The studio is also responsible for the 2013 cartoon video, "How to Become a President," which garnered 1 million hits two days after it was published online. With a five-minute duration, the 2013 cartoon has been described as "humorous" and "down-to-earth" in its treatment of one of China's political processes, and the phenomenal response must have pleased CPC members.
After the resounding success of "How to Become a President," the Chinese leadership is undertaking a new period of publicity in which it is adopting a different approach to the character it was known for several years ago.
The fresh face of Beijing will certainly appeal to younger generations of Chinese, as it seems that party officials have become open to more novel ways of engaging with the public.