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“What Is Peppa?” – Viral Ad Campaign for ‘Peppa Pig’ Movie Makes the British Pig More Chinese Than Ever

It’s the Chinese new year of Peppa Pig.

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A new ad campaign for the upcoming Peppa Pig movie features a grandfather living in rural China who goes on a quest to find out what Peppa is. The commercial is a huge success on Chinese social media, and strikes a chord with netizens for touching upon various societal and cultural issues. Peppa is more Chinese than ever now.

“What is Peppa?” That is the question that is currently going viral on Chinese social media, with the hashtag #WhatisPeppa (#啥是佩奇#) receiving a staggering 400 million times on social media platform Weibo at time of writing.

The reason for the trend is an ad campaign, titled ‘What’s Peppa’, promoting the Peppa Pig Celebrates Chinese New Year film, a production by Entertainment One and China’s Alibaba Pictures.

The promotional video (5:39 length, watch featured video), that came out via various online channels on January 17, focuses on a grandfather living in a remote rural village who is anticipating the Spring Festival reunion with his son and his family, who now live in a big city.

The grandfather, named Yu Bao, wants to know what gift to get for his little grandson. When calling his family on a bad connection through his old 2G mobile phone, the word “Peppa” is all he gets from his little grandson before his phone breaks down. But what’s Peppa?

Yu Bao then goes on a comical mission to find out what Peppa is: looking it up in the dictionary, asking his friends -who are just as oblivious as he is-, and asking the entire village.

At the local shop, it is suggested that ‘Peppa’ is some kind of shampoo.

Eventually, one of the female villagers, who used to be a nanny, knows what Peppa is. She tries to explain it to Yu Bao, who now even seems willing to paint his own pig pink for his grandson. She explains that it is a pink cartoon pig whose face looks somewhat like a traditional fire blower.

With some guidance, the grandfather then goes to work and creates a unique ‘Peppa Pig’ gift from a metal air-blower to surprise his grandson during Chinese New Year.

But much to his disappointment, he then receives a phone call from his son, who tells him they are not coming home for Chinese New Year – before the connection drops again.

As grandpa, sad and lonely, is walking by the side of the road, his son suddenly appears in his car, telling him that the connection dropped too soon; he was not just telling him the family was not coming for Chinese New Year, he was trying to tell him that they invited him to come to their home instead.

When the family is finally reunited, it is time for the proud grandfather to show the result of his difficult quest for Peppa to his grandson.

The grandpa’s mission is complete: he gives his grandson a one-of-a-kind Peppa Pig.

The commercial ends with the entire family enjoying the upcoming Peppa film in the cinema together. When a friend from the village calls the grandfather to let him know he finally found Peppa thanks to his new smartphone, Yu Bao says: “It’s okay, I found Peppa already!”

The last shot of the video shows Yu Bao’s friend, a sheepherder, standing with his new phone, while someone in the back plays the tune of the Peppa cartoon. The big slogan on the wall is partly based on a popular catchphrase from another Chinese ad, and says: “At the start of the New Year, don’t accept gifts; the whole family goes to the city to watch Peppa instead.”

 

What’s Peppa Pig?

 

Peppa Pig is a popular children’s cartoon that first aired as a British animated television series (produced by Astley Baker Davies) in May of 2004. It took more than eleven years before the show was officially launched in the PRC (CCTV/June 2015).

The Peppa Pig family, including George.

Since then, Peppa Pig has become one of the most popular programs for preschoolers in China. But not just preschoolers love the pig; it has also become highly popular among young adults, who wear Peppa t-shirts, Peppa watches, and are major consumers of China’s thriving Peppa industry.

In 2018, Chinese popular short video app Douyin (also known in English as Tik Tok) removed approximately 30,000 short videos relating to British cartoon Peppa Pig from its platform, as Peppa had turned into somewhat of a subversive symbol to a Chinese online youth subculture dubbed ‘shehuiren‘ (社会人) (read more here).

This news item led to some confusion in Western media, where it was often suggested that Peppa was completely banned in China. She is, in fact, not banned; she is now more popular than ever.

 

Peppa the Movie

 

Amid the huge success of Peppa in China, it was announced in the summer of 2018 that Chinese tech giant Alibaba was working together with Entertainment One on the release of a Peppa Pig movie especially for the Chinese market, as this year’s Chinese New Year is the start of the Year of the Pig.

The movie, titled ‘Peppa Pig Celebrates New Year’ (小猪佩奇过大年), is set for a nationwide release on February 5, the first day of the Chinese Lunar New Year. This is the most popular time for big blockbusters to come out, as many people are free during Chinese New Year and have the time to go out to the cinema together with their families.

The movie itself revolves around Peppa and little brother George and their parents, who are having a reunion for the Spring Festival. It features various Chinese traditions, and of course, something unexpected will happen.

 

Why This Peppa Ad Campaign is So Brilliant 

 

The Peppa ad has really struck a chord on Chinese social media for various reasons. The video was directed by Beijing director Zhang Dapeng (张大鹏, 1984), who also directed the actual Peppa movie, and the campaign is also sponsored by China Mobile.

What this ad campaign does:

It mixes the love for Peppa with the warm feeling of Chinese family reunions during Chinese New Year.

It presents a nostalgic idea of the Chinese village community, where neighbors come together and look out for each other.

It touches upon the issue of China’s rapid urbanization, that has caused many villages to become deserted and isolated as younger generations have settled in the cities.

It highlights how China’s digitalization is leaving behind its elderly population (read more here).

It shows the strong grandparent–grandchild relationship; usually, Chinese grandparents play an active role in raising grandchildren, something that has been changing due to younger generations moving to the city.

In other words; the advertisement completely draws the figure of Peppa Pig into a Chinese socio-cultural context, where it symbolizes the strong connection between Chinese families amid China’s rapid urbanization and digitalization.

By now, the Peppa campaign is making its rounds from Weibo to WeChat and elsewhere on the Chinese internet, with some online sellers already offering a remake of the Peppa present for sale as a collector’s item. Bloomberg reports that Chinese stocks connected to Peppa Pig have surged after the clip went viral yesterday and today.

“I give this video 100 points!” some commenters on social media write, with others saying it has made them tear up. “This already is the best ad campaign of the year.”

Peppa was already a famous figure in China, but with this viral hit and the upcoming movie, the British pig really has become a part of China’s popular culture and media environment: it’s the Chinese new year of Peppa Pig.

UPDATE (Jan 19): [Now passed one billion views] Want to understand more about this movie and its context? Check out our video here.

By Manya Koetse and Miranda Barnes

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Memes & Viral

Dutch Vlogger Discovers Her Boyfriend’s Photo on a Chinese TV Drama

Dutch vlogger Rianne Meijer was surprised to discover her boyfriend being somebody else’s lover in this Chinese television drama.

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The Dutch influencer Rianne Meijer has gone viral in the Netherlands and on Chinese social media after she posted a TikTok video in which she shared the discovery of her boyfriend’s photo in a Chinese TV drama.

“Remember this picture? This is a picture that I posted with my boyfriend a while ago,” Rianne says in the TikTok video, then showing a scene in Chinese TV drama in which a photoshopped photo of Rianne’s boyfriend is featured.

Although Rianne stood next to her boyfriend in the original photo, her face was replaced in the photoshopped edition featured on the Chinese TV drama.

“They look good together, it’s fine!” Rianne jokingly responded to the scene.

Rianne Meijer is an online influencer and YouTuber with some 1.5 million fans on her Instagram. She is known for often posting funny videos and photos, sometimes together with her boyfriend Roy.

The scene featuring Roy’s photo comes from the Chinese TV drama Summer Again (薄荷之夏), which premiered on iQiyi in the summer of 2021.

The scene shows a lady named Mi Ya (played by actress Li Borong 李柏蓉) talking about her relationship with a man named ‘Andre.’

On the Chinese social media site Weibo, many netizens found the incident “embarrassing” and did not understand why the staff would just steal someone’s portrait: “Couldn’t the production team even find a foreign guy to take a picture?”

Others also thought the incident was very funny: “This is the reality of our global village. You’d think nobody would find out, but it’s really not so secret.”

According to Rianne’s most recent Tiktok post update, the show’s production staff has since sent her an apology. She also writes it’s “all good,” adding: “They are so sweet and this gave us a good laugh.”

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Arts & Entertainment

Chinese Musician Song Dongye Canceled (Again) after Complaining about China’s Cancel Culture

Song Dongye was shut down by Weibo after airing his grievances at being shut out from China’s entertainment circles.

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Five years after being caught with drugs, Chinese singer Song Dongye went on Weibo to share his grievances on still being ‘canceled’ and asking for another chance to restart his career. Instead, he got criticized and blocked.

Chinese folk singer Song Dongye (宋冬野) has become a major topic on Chinese social media site Weibo this week after he posted a lengthy statement on his account airing his grievances regarding how he was shut out from China’s entertainment world after being caught with drugs.

In Song’s Weibo post of October 11 titled “I Need to Say Something” (“我需要说一些话”), the singer complained that one of his performances was canceled and that he has not been able to perform since he was detained for drug use five years ago.

The Beijing singer was scheduled to hold a concert in Chengdu on October 16th, but local authorities eventually canceled the show after receiving reports about Song being a drug addict.

According to Song, it is not the first time that one of his concerts is suddenly canceled for no apparent reason. In his post, the Beijing artist shared how disappointed he is that yet another performance was called off, even though it was previously approved and was organized in compliance with all strict regulations.

It seems that Song Dongye just cannot get rid of his tainted reputation.

Song Dongye

The 34-year-old Song Dongye started his career as a musician in 2009 and signed with the Modern Sky record label in 2012. One of his biggest hits is the 2013 song ‘Miss Dong’ (董小姐) (link), after which Song’s career further flourished.

Things went sour in 2016, when Song was arrested for smoking marijuana in Beijing after someone allegedly tipped off the police. Not long after news on his arrest made the rounds, Song himself posted a statement on his Weibo account on October 25th of 2016, apologizing to everyone for violating the law and promising to better himself.

Song is not the first Chinese celebrity to have been caught with drugs. There is an entire list of celebrities who were caught doing drugs, especially in the 2014-2016 years – including names such as Jaycee Chan, Kai Ko, and Zhang Mo.

In Song’s most recent Weibo post, the solo artist explains how his former drug abuse deeply affected him and his family, and that he has never touched drugs again since his ten-day prison sentence five years ago in 2016.

Song Donye’s lengthy Weibo post of October 11, in which he shared his grievances regarding still being ‘canceled’ five years after being arrested for drug use.

Despite the fact that Song complied with court orders and became an anti-drug advocate, he apparently is still not able to perform – even though the prescribed three-year ban on performing (in accordance with regulations provided by the Ministry of Culture) has officially ended two years ago.

The musician writes that he feels wronged. As a former drug abuser, he feels it was right for him to be punished, but he also says that drug users are actually the victims, claiming that drug trafficking is the real crime. Song argues that it is very difficult to be in the entertainment industry and that it is not easy to say no to drugs when you are down, depressed, and pressured.

In his Weibo post, the artist actually suggests he has been victimized in two ways: firstly, as a depressed artist lured into taking drugs, and second, as a canceled celebrity who keeps on being shut out from China’s entertainment circles.

“I can’t understand it, I’m confused,” Song writes: “I’ve violated the law, but I’ve been punished! I’ve been detained and then I also received five years of verbal abuse! I’ve been educated! I understand! I never messed up again! I got up again, and I changed! I became a better person! Is that still not enough for me to be able to make a living? Why? I’m not doing anything but playing some small offline gigs in order to get by! I’m just a singer-songwriter! What else do you want me to do? (..) Shouldn’t society give people who have broken the law another chance?”

Song concludes his post by saying that, regardless of the challenges he is facing, he will not give up on his work.

Song’s Post Backfires

Soon after Song Dongye posted his short essay on Weibo, thousands of reactions started flooding in. Many netizens did not feel sorry for the artist, but instead blamed him for “playing the victim.”

The issue triggered a major discussion on Chinese social media on whether or not artists with a bad reputation should be allowed back into the limelight.

A recent article by What’s on Weibo on 25 ‘tainted celebrities’ in China (25 ‘Tainted Celebrities’: What Happens When Chinese Entertainers Get Canceled?) shows that Chinese entertainers who previously got ‘canceled’ generally do not return to the big stage, either because they have simply fallen out of favor with most people or because they are being shunned and sidelined in the entertainment industry (or a combination of both).

Many people felt that Song Dongye was being a hypocrite, not just because they felt he was excusing his former drug use by saying drug traffickers are the real offenders, but also because Song allegedly did do multiple commercial shows over the past five years and has been actively setting up new businesses since his 2016 arrest.

For official media accounts, in the meantime, this apparently seemed to be a good moment to highlight their anti-drug informational posts.

State newspaper People’s Daily posted a series of photographs on October 12th featuring police officers who got injured while doing their work combating drug trafficking and drug use, stating that over thirty staff members of the law enforcement against drugs were killed since 2017.

The post’s message was clear: these Chinese officers in drug law enforcement were unable to get a second chance in life – why would Song, as a drug abuser, be allowed to get another chance to restart his career as a performer?

That idea resonated with many, who wrote: “We should have a zero-tolerance policy [towards drugs]. We can’t ever revive these police officers!”

Another image circulated on social media with the tagline “taking drugs and selling drugs is the same crime,” showing a musician offering money for drugs and a law enforcement officer being shot on the job (image below).

On that same day, Song’s Weibo account was temporarily suspended. The hashtag “Song Dongye’s Weibo Suspended” (#宋冬野微博被禁言#) received over 620 million views in the days following the ban.

Many people on Weibo share the view that those who chose to take illegal drugs for their own pleasure can never be a public figure again, earning money from commercial appearances.

Others wrote that Song should have never posted his essay at all since it only caused him to be labeled as a ‘tainted celebrity’ again, even though many people had already forgotten about his former drug use. They think that Song’s real problem hindering his future career now is not his 2016 offense, but his 2021 Weibo post.

Song Dongye’s post did not just affect him, it indirectly also affected other Chinese ‘tainted celebrities.’

A planned concert by Chinese singer Li Daimo (李代沫), a previous contestant of The Voice of China (中国好声音), was also canceled this week following the Song Dongye controversy.

Li Daimo continued his music career after his 2014 drug offense.

Li Daimo was arrested in 2014 for possession of drugs and was later sentenced to a fine and nine months in prison. After being released from prison, Li resumed his music career. Although his tainted past was still sometimes discussed on social media, he was one of the few artists who seemed to have made some sort of a comeback to the entertainment industry after such a major controversy.

The Song Dongye situation, however, also made people (and authorities) reflect on Li’s current career.

Over the past year, Chinese celebrities have become a target of authorities and state media have consistently been reporting on the importance of Chinese stars setting a good example for their fans.

But amid all controversy, there are also people who come to Song’s defense: “If an artist has been punished for three years, we should give people the opportunity to reappear. It might [even] be more beneficial to the anti-drug campaign.”

“I really like his songs,” one person wrote about Song: “But he did drugs, and I can’t forgive him for that.”

At this time, it is not clear when or if Song Dongye will be allowed to post on his Weibo account again. Although his Weibo page is still there, it currently says: “This account has temporarily been suspended for violating Weibo guidelines.” It is not clarified which specific guidelines Song violated with his post.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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