Here is a brazilian advertising for Ariel, which all chinese women, we showed it to, loved.



Beyond the fact the story is fun, there is a stronger deeper fascinating thing for contemporary chinese women in there:

China is a super competitive society, both for the kid and the adults, the kids are given many pressures by their parents as well as the school. This is not new.
What is new, is the fact that parents start realize the side effect of pushing the kid too much, yet they don’t know how to avoid that in a Society they define as ‘move on or move out’.

That’s one of the key reasons why the women I metin both the very local Chongqing and the very cosmopolitan Shanghai loved it. They loved the way this portrays an easy going relationship between an adult and his children. They described it as something very unusual on Chinese family relationships standards as well as something they long for.

Meanwhile, most brands that have to do with kids development in some ways, keep encouraging parents to push their child and ensure they will be the next Lang Lang (the chinese contemporary version of Mozart).



It may be about time for brands to release some pressure they put on parents
rather than adding...