Commercial Promoting China With Yao Ming to Air on CNN, BBC in September
China is preparing a television commercial to convey a “prosperous” image of the nation to overseas audiences featuring celebrities including National Basketball Association player Yao Ming.
The 30-second commercial will be aired on foreign networks including Time Warner Inc.’s Cable News Network and the British Broadcasting Corp. in September, Wang Lijun, a spokeswoman for producer Shanghai Lowe & Partners, said by telephone. The commercial will help promote a “prosperous, democratic, civilized and harmonious” image of China, the State Council Information Office, the government agency overseeing the project, said in a July 28 statement on its website.
China has sought a greater voice internationally as the world’s fastest-growing major economy helped lead a recovery from the global financial crisis. The Ministry of Commerce organized production of TV commercials shown on CNN and the BBC earlier this year that featured the phrase “Made With China” and the official Xinhua News Agency this month introduced a 24- hour English-language TV news channel to be broadcast overseas.
The commercial being shot by Shanghai Lowe also features Hong Kong Billionaire Li Ka-shing, Baidu Inc. Chief Executive Officer Robin Li, Alibaba Group Holding Ltd. Chairman Jack Ma and China Mobile Ltd. Chairman Wang Jianzhou, the Guangming Daily newspaper reported. Shanghai Lowe has produced commercials for Volkswagen AG’s Audi and Unilever, spokeswoman Wang said.
In addition, a 15-minute film on China’s achievements in science, politics and economics is also being made, according to the State Council Information Office. The film will be shown at events held at Chinese embassies abroad, Wang said.
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