Huawei, the Chinese telecommunications equipment giant, has a new ad out that's much bolder than the average corporate image campaign. It shows a ballerina's feet, one in a satin pointe shoe, the other bare and battered, with bits of bandage clinging to it.
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Mfonobong Nsehe
That Huawei advert with the battered Ballerina feet is absolutely disgusting.
twitter.com
Ari Roth
While I respect the campaign and believe that the graphic image serves its purpose in arresting the viewer, I do not agree with the copy. The campaign aims to clarify misconceptions about the company as a whole and attempts to introduce itself as a brand in the global marketplace. I believe the introduction of the brand as the "disrespected hard-working underdog" is not a strategic brand image and not one that will aid the brand in becoming more of a household name. Huawei's innovation is undeniable, but I believe that their campaign lacks the cutting edge, innovative spirit that the company possesses. Rather than the copy reading 'The journey is hard and joyful,' I believe the copy should focus more on their work being difficult but building a better tomorrow. Rather than the campaign focusing on their past work, the company should highlight their capabilities to transform the future.
adage.com
Angela Doland
Chinese brands have struggled to capture the attention of international consumers: Just 22% of consumers outside China can name one, according to research this year by Millward Brown and WPP.
nuzzel.com