chapter 4
the rudest chinese new year ads of all time

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Happy Carsome New year! Your FAmILY SUCKS!

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Chinese New Year is when families come together and celebrate the new year on the Lunar calendar. Although it's a joyous time it is also often a very annoying time where family members pester you with tough questions like; "got new girlfriend already?", "new job pay you how much?", "eh, where's your new car?", etc. If you notice during the CNY period, there is always a lot of linkage between prosperity and wealth in terms of new things.

But as a buy-and-sell platform, we want to change the narrative to redefine prosperity because who says prosperity is about getting new things? Even though most people express wealth with everything shiny and new, we wanted to remind people that love is the most important thing when it comes to prosperity. 

As the topic was such a major point of discussion in Malaysia we had to make sure our audience's attention from the start. It had to be impactful and to do this we hijacked all major newspapers and placed a hate letter to a specific family member on the front page of all major publications. Each of these advertisements starts with a sentence that seems negative but as you read onward the reader begins to understand that it isn't as bad and that we have all forgotten the true meaning of prosperity. 

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