We’ve posted many beautiful projects about the upcoming Olympics—there’s a lot of money to be made selling shoes and fast food on the coattails of such a huge international event—but I’ve always chosen to focus on the aspect of craft. This isn’t a political blog, and I’m not really a political guy. But this spot hits a nerve (a good one) and I can’t ignore its message.
What strikes me most is the approach Sweetworld took. Instead of trying to do something overly dramatic and “gripping,” they appropriated the Fuwa and turned them against their master. The superficial cuteness is an ironic underlining of China’s countless misdeeds. Craft and message are inextricably intertwined.