The Communist Party of China recently launched an advertising campaign to educate and promote the people on its upcoming 95th anniversary.
Zhou Fuchen, 67, a Party member, was surprised to see the advertisement on TV.
"Telling fresh stories instead of using dry slogans is a complete departure from the traditional Party publicity approach. Not to mention it is a TV advertisement," said Zhou.
The ad used taglines such as "who am I?" and "I'm the Communist Party of China. I'm always by your side," and depicted ordinary Chinese people like policemen and surgeons.
"As far as I am concerned, the actions of the ordinary Party members in the video speak louder than hundreds of words," noted Zhou.
Many gave positive remarks on the advertisement and some expressed it through Sina Weibo.
A college student named "lunuohuhu" posted, "The ad reminded me of my chemistry teacher in high school, who has always been responsible and patient and wanted to help us be better people."
Other foreign observers said that the material was well-done and top-quality.
"Telling China's story via videos is important," Jerrold Green, president and CEO of the Pacific Council on International Policy.
"The production quality is high and it presents a sympathetic, human face of the Party," said Robert Daly, director of the Kissinger Institute on China and the United States at the Woodrow Wilson International Center for Scholars.
Liu Dongchao, a faculty member of the Chinese Academy of Governance, said that the latest advertising materials of the Party changed its focus from previously highlighting famous people to featuring lives of ordinary Chinese.
"The CPC's publicity campaigns used to concentrate on the great leaders or famous people, while seldom touching upon the lives of ordinary people, this was an outdated approach," he said.
He also noted, "The CPC has changed its approach to publicity to suit the age of social media and the interests of young generation, which should be applauded as progress."