In Nike's First Lunar New Year Ad, a Tradition Sparks an Annual Family Face-off

Wieden + Kennedy Shanghai joins brands like Apple in marking the Chinese holiday

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Whether it’s in the U.S. or China, Nike is all about outrunning tradition, a message that usually comes in the form of powerful athletic anthems centered on overcoming social stigma or presumed limitations.

But for its first ad celebrating the Lunar New Year—an Eastern holiday Western brands are increasingly building cinematic spots around—Nike is having a bit more fun with the theme.

The plot centers on the Lunar New Year tradition of the hongbao, a red envelope with money inside given at the new year.

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