Haier Chinese New Year 2025 Brand Video - Ad Analysis

Haier's 2025 Chinese New Year film, 'Ang-Forgettable Memories,' is a masterclass in weaving product demonstration into a genuinely touching narrative. It operates on a simple human insight: the most powerful family memories are sensory and are often created in the messy, imperfect moments of everyday life. The ad avoids the common pitfall of holiday advertising—generic sentimentality—by grounding itself in a specific, quirky, and highly relatable conflict: a young boy’s despair over his washed comfort pillow, or 'chou chou,' losing its signature scent.

The execution follows a clear Setup-Turn-Payoff structure. The Setup establishes the problem and humorously introduces the entire family as suspects in the 'crime.' This 'whodunnit' framework is a clever vehicle for a product tour; the family’s alibis naturally showcase a range of Haier appliances, from the smart air conditioner to the washing machine, establishing them as integral parts of the household. The Turn occurs when the father reframes the problem, not as a loss to be mourned, but as an opportunity to create something new. His analogy of the pillow's scent having 'top, middle, and base notes' like a perfume is the creative leap that pivots the entire story. It transforms the family from a group of suspects into a team of creators. The Payoff is twofold. First, the family works together, using the Haier stove, refrigerator, and TV to layer new sensory memories onto the pillow. The product integration here feels earned, as each appliance plays a role in the creation process. The ultimate payoff is the boy's emotional realization. The new scent isn't the same as the old one—it's better, because it's the smell of them, a memory they all just made together. This is where the ad lands its core message: Haier enables the creation of new, unforgettable family moments.

The team should learn that product showcases don't have to be boring. When features are put in the service of a strong, emotionally resonant story, they become part of the magic rather than an interruption. The nearly four-minute runtime is a bold choice, but it allows the narrative to develop properly, making the final emotional beat feel earned rather than rushed. It proves that for seasonal brand-building, investing in a real story can yield a much higher emotional return than a simple montage of happy faces.