The 60th Canes Lion International Festival of Creative entered the last moment of awarding at 7 pm on June 6 in France. The advertising work of public interests, Care for Mentally-ill Senior People-Take-home Food, produced by CCTV, was appraised with the bronze lion award, the only work awarded of its kind in China (including Hong Kong, Taiwan and Macau). This award is also seldom seen in the Great China region. So the awarding this time is undoubtedly a milestone in the history of public interest advertisement in China.
This year marks the 60th anniversary of the Cannes Lion International Festival of Creative. It is participated by 35,765 works from 92 countries. Apart from 60 themed lectures arranged by the sponsor of the festival, more than 10,000 creative advertisers from all over the world gathered the festival, which is put on live show worldwide.
Care for Mentally-ill Senior People-Take-home Food, tells a story in the tone of a son, whose mentally-ill (AD) father takes away the food for him, saying that his son loves dumplings. This advertisement started to show since February 2013 on several channels of CCTV for 2,637 times by far and is commented for over one million times on the internet. The saying “He may have forgotten many things except for loving you” in the ad. has become very popular on the internet. The plain pictures and scene in it touch our common feelings as well as the judges’ at Cannes and make it win the bronze lion award.
China sent a delegation of a hundred members headed by Li Dongsheng, director of China Advertising Association, and Li Yi, deputy director of Advertising Management Center of CCTV to the festival. The organization committee specially set up “China Week” for the delegation as an entrance for people of advertising in the world to get to know about the advertising market and philosophy in China. Li Yi delivered a keynote speech on “How important family is to Chinese-seeing Chinese people’s family culture from public interest advertising”. Activities on China Week included a meeting among global advertisement elites, forum themed on China, interaction among advertisement people worldwide, “Night of China” beach party and etc.
Since the beginning of 2013, CCTV has attached more importance on the production of advertisement of public interest. Besides, CCTV also takes active actions participating in international gatherings of advertisement to show the energy that China represents in the whole society. These public advertising works present a panorama picture of China Dream of national rejuvenation.
There are concerns that are selfless, there are giving that does not expect return, and there are greetings that energize. These can be seen from parents’ love to their children. Time takes away their youth and strength, leaving them with wrinkles and grey hair. But time will not take away their deepening love to their children. This philosophy is clearly seen in Take-away Food, an impressive story between a father and his son.
The touching story is told in the tone of a son. His father has got AD and tends to forget what he has just done very easily. He could lose his way just around his home; he even forgets how his son looks like. All these disturb the son. One day, when the family eats out at a restaurant, the old father, with his trembling hands, collects the leftover dumplings directly into his pocket, saying “My son loves this”. What a toughing scene, which proves the slogan in the ad. “He may have forgotten many things except for loving you”.
Time flows as many memories die away in old people’s mind. AD is more or less like an eraser of the memories. But their love to their children stays there as a primary part in their mind, flows in their blood and will never vanish, though they seldom show it. The advertisement not only moves us but also triggers our thinking and actions, just as what Yang Jihong, a sponsor of a public interest action named “My Father and Mother”, said.
Parents once had their youth yet we have not been old. When China is entering an aged society, many questions are ahead of us, such as how we can help parents live a decent life, enjoy happiness at home, live to the last day in good preparation. To answer these questions, we need to know what they need most when they are getting old, and then give them in a proper way what they need. This is our love to parents.