Dr Oetker Pizza Prescribes Couch Potato Behavior to Young Chinese Professionals

Brand Aims Music Video At Pressured Urban Youth Who Secretly Want To Relax

Published on

Editor's Pick

Pizza brand Dr Oetker is promoting microwave pizza brand Pizza Box to young people in China with a music video that tells its audience to relax and chill out rather than obsessively working and trying to make money. The video, by Energize Shanghai, contrasts the pressures of life in urban China with the comfort of eating Pizza Box on the couch. The brand says it is trying to promote cultural change, with research showing that although 49% of the urban population claims they'd rather stay at home than go out after work, an evening on the couch is still considered lazy and uncool to admit to.

The video shows our hero being admonished for not working harder by his Mom, boss and girlfriend as he relaxes with his pizza and assures us "I'll be on the Forbes List one day." It first aired on China's video channel Youku, and is being followed up by a social media campaign on Chinese social network Weibo promoting the product as "best enjoyed when totally comfortable".

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Dec 10, 2013
Agency:
Energize - Shanghai
Client:
Dr Oetker
Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age