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The British cartoon icon Peppa Pig arrives on big Chinese screens next month . Peppa Pig celebrates the Chinese New Year a feature film in Mandarin that coincides with the Chinese New Year and the beginning of The Year of the Pig.
The film, due out on February 5, is a co-production of the Canadian company Entertainment One (which owns the rights of the Peppa Pig franchise) and the Chinese company Alibaba Pictures. It tells the story of two Chinese children and Peppa, an anthropomorphic pig adept at puddles, celebrating the holiday with their families.
An animated trailer of the film reveals that the film will incorporate traditional Chinese customs in its scenario, such as the Chinese New Year, the dragon dance. But it's the film's official trailer, a five-minute video titled "What is Peppa", that has resonated most with the public.
This moving film tells the story of an old farmer. in rural China and his determination to obtain a p ei qi or "Peppa" as a gift for his grandson. The only problem is that it has no idea what is a peppa. He therefore embarks on a rather daunting adventure.
Directed by Zhang Dapeng of Alibaba Picture, "What is Peppa" is deeply moving for a promo on a film designed for preschoolers, taking account of the impact of generational gaps, urbanization and technology on families. This has nothing to do with the plot of the film, but is a moving and moving tribute to the grandfather's love.
It illustrates in an innovative and effective way the way a foreign brand can present itself to the Chinese public (in contrast to Dolce & Disastrous Episode of Gabbana last year). The Twitter user Connie Chan pointed this out in a thread:
The promotion was a huge hit with the Chinese audience: in addition to millions of views on broadcast platforms Continuously, the #WhatisPeppa hashtag has accumulated more than 1.45 billion views on the Sina Weibo microblogging site as of Tuesday, reports the Financial Times (paywall). The trailer was so touching that during the week following its release, products inspired by it came out:
"What is Peppa" is also a metamorphosis if necessary for Peppa Pig, banned last year by the Chinese state media of Douyin, one of the biggest streaming platforms of China, after becoming an unlikely symbol of rebellion. Images of tattooed pig carrying heavy gold chains spread over social media, badociating cartoon design with shehuiren term in Chinese slang for "gangster"
Peppa, created by three animators Underemployed in 2000, the franchise reached more than $ 1 billion a year, according to its Canadian owners, in 2016, and was set to become a $ 2 billion global brand. In December, Alibaba's Tiball called Peppa a "super brand" on the e-commerce platform.
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