Last week Friday, the South China Morning Post and ChinaPR.com.cn both reported that Nike’s new TV commercial was the subject of heated online discussions amongst Chinese people who found it offensive. The commercial, called ‘Chamber of Fear’ was produced by Nike’s global advertising agent Wieden + Kennedy for global use.
The SCMP reported that Nike planned to continue using the commercial, despite the fuss.
However, today the Beijing Youth Daily reports that the commercial has been banned by SARFT (State Administration of Radio, TV and Film), for insulting Chinese culture.
The commercial portrays NBA star LeBron James fighting his way through a pagoda of dangers and temptations. LeBron “keeps his mind on his game and his game on his mind” and conquers all. The problem is that all the dangers and temptations are Chinese people and symbols of China like dragons. So despite the fact that the commercial is quite clearly a pastiche of Bruce Lee movie scenes and video game cliches, it has been branded as insulting.
The SCMP story is here (subscription required).
The ChinaPr.com.cn story is here (in Chinese).
The Youth Daily story is here (in Chinese).
You can see some parts of the commercial and play interactive games on Nike’s site here.
Click on the image above for a larger version.