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".