Burberry’s New Year Ad Gets a Surreal “Creepy” Reaction
Burberry rolled out a fresh “togetherness” ad featuring Chinese actresses Zhao Wei and Zhou Dongyu, hoping to usher in the Chinese New Year with a nod to family bonding. The shoot, helmed by photographer Ethan James Green, turned a simple family portrait into something that terrors several netizens on Weibo.
What Went Awry?
The campaign’s centerpiece—an eight‑person group shot in classic Burberry pieces—had none of the bright smiles usually associated with the festive spring. The models, including the two actresses, all wore careful, somewhat grim expressions.
The accompanying caption, posted on Burberry’s global accounts, promised a “new collection curated for #BurberryChineseNewYear” and highlighted the idea of a “portrait of togetherness” featuring Zhao and Zhou.
- Zhao Wei: “The campaign captures families reuniting for the most important holiday, and it feels fresh.”
- Zhou Dongyu: “It’s a simple family portrait, but the ceremony behind it carries so much depth.”
Netizens Speak Out
- “What a creepy family portrait. Looks like a horror movie.” – Ha Pi Zou Jiang Hu
- “Am I the only one who thinks a long face doesn’t fit Chinese New Year?” – Angelique
- “A group of people plotting to kill a rich grandma and fight over inheritance.” – miaomeili
- “More like a face‑punching count‑down than a joyous celebration.” – love zhen shan mei
- “Really sick of the forced happiness in every holiday ad.” – Juuudy Zhu
Some Surprisingly Positive Takes
Not everyone was upset. A few users applauded Burberry’s attempt to celebrate Chinese tradition with a modern twist.
- “This re‑launch of tradition feels timeless.” – love zhen shan mei
- “The brand’s global vision provides a more tolerant perspective on our festival.” – Juuudy Zhu
Wrap‑Up
While Burberry aimed to blend luxury fashion with a culturally resonant storyline, the stiff smiles and understated vibes missed the mark for many. The result—some side‑splitting humor, some out‑of‑left‑field horror, and a handful of deciding supporters—shows how tricky it can be to capture festive joy in a fine‑dress photoshoot.
