Anheuser-Busch InBev products are offered for sale on Sept. 15, 2014 in Chicago, Illinois. (Photo : Getty Images)
"Who's had your back this past year?" The world-renowned beer brand has just released an ad in the country just in time for the Chinese New Year, one that celebrates the people behind our victories.
The four-minute long video campaign comes from Anomaly Shanghai, which tells the story of a graduate who fights with her dad over her solo bike trip in the rural Sichuan Province.
With an unexpected twist at the end, the video clearly delivered Budweiser's message of acknowledging the people behind our personal successes because "no one achieves anything without the help and support of others."
According to Anomaly's statement, holiday homecomings and traditions "seemed to be losing their meaningfulness in contemporary culture, juxtaposed against the backdrop of a generation that is all about 'me' versus 'us.'"
It seems that China's one child policy created a generation of "spoiled youth" who grew up with the undivided attention of their parents and grandparents from both sides. Budweiser, together with Anomaly, came up with the video campaign in order to counter the dominant thinking of individuality among the youth.
Budweiser has also released the holiday edition of its product, with bottles containing the Pinyin characters of 'thank you' (which reads xie xie ni).
Anheuser-Busch InBev (AB InBev), the world's largest brewery, is behind brands such as Budweiser, Harbin and Sedrin. The company acquired four breweries in China in April 2013, which had a net beer capacity of roughly 9 million hectoliters.
The company is at a premium position in China, with brands such as Budweiser and Harbin Ice being marketed as more upscale brands of beer.
AB InBev has also done other interesting Chinese New Year campaigns with Anomaly in the past such as sending its Clydesdales on a trip around China during the celebration of the Year of the Horse in 2014.
With this video campaign, Budweiser encourages the citizens all over the country to celebrate the true meaning of the lunar new year.
