Not rocket science

The British, Australian and Candian Chambers of Commerce in Shanghai are running what sounds as though it has the makings of a fun event. The programme promo itself provides a mini-briefing on the perils of advertising in China:

It’s Not Rocket Science But It Can Be As Dangerous

– things to avoid when advertising in China

Practical advice based on recent case studies and learnings from
Neil Hardwick, CEO China, Publicis

Navigating the legal and political landscape of the advertising world in China has proven tricky for a number of MNC’s entering the market.

In December 2003 Toyota had to pull out two advertisements for its China-made sports utility vehicles following complaints that they were offensive. One of the ads showed two stone lions, a popular cultural symbol, saluting and bowing to the company’s Land Cruiser Prado – an image which some Chinese said was a slight that had hurt their feelings.

Nine months later, Nippon Paint ran into a similar controversy with an ad featuring two dragons entwined on the pillars of a Chinese pavilion. The ad depicted, in a tongue-in-cheek manner, how one of the dragons slipped down after the pillar was given a fresh coat of Nippon Paint.

And most recently Nike has had to apologise for running a commercial in China which offended the country's national dignity. The 90-second advertisement was meant to combine Kill Bill-style martial arts with sassy basketball bravado. US National Basketball Association star LeBron James is shown running rings around the animated figure of a wizened and bearded kung fu master, who resembles the martial arts teacher from Quentin Tarantino's latest movie. In the commercial, the American athlete also gets the better of two women in traditional Chinese attire, and a pair of dragons - considered to be a symbol of China.