VANCL Ad Bandwagon
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About
The popular online retailer Vancl (凡客, Fanke) launched such a successful marketing campaign in the past year that its ad posters have inspired a huge wave of netizen Photoshop imitations. Several features make these photoshop imitations easily recognizable. The made up brand/logo is always on the top left side of each photo. Individuals are always posing with a strong attitude against a plain white background and the price of the advertised clothing. On the right side of the individual, there is always a cluster of random statements. These statements are nonsensical phrases that underscore how unique and distinct the individual is from China’s mainstream culture. The phenomenon of netizens hopping on the Vancl ad bandwagon (凡客体, fan-ke-ti) was number 5 on the Big Internet Phenomena of 2010 compiled by Baidu.1
The Original Ad
The original Vancl ad used the popularity of two rising post-80 (八零后, meaning people born in the 1980s) stars Han Han (韩寒) and Wang Luo Dan (王珞丹), both very well-known among China's youth. Han Han is known for his sharp wit and outspokenness. Wang Luo Dan became famous playing the roles of Mi Lai and Qian Xiao Yang in two TV dramas Struggle (Fen Dou 奋斗) and Who Decides My Youth (我的青春谁做主). Her roles are both very assertive and self-opinionated young ladies. The online retailer Vancl's design was to mock mainstream culture2 by having Han Han and Wang Luo Dan say:
Photoshop Challenge
Chinese netizens created photoshopped versions of the original Vancl ad, featuring many Chinese celebrities and past Chinese memes.
Entrepreneurs
Internet Celebrity: Brother Sharp3 and Sister Feng
Entertainers
Even fictional figures
The Huang Xiaoming Photoshop and Vancl's Response
Some Netizens made a Vancl style ad for actor Huang Xiaoming, mocking his poor singing skills, bad English accent and his lying about his actual height.
Vancl,however, replied by actually inviting Huang to pose in a Vancl ad:
Related Online Activities
The website Douban (豆瓣) called to netizens to create their own Vancl ads. 4
[1] Baidu Beat Baidu's Big Internet Phenomena of 2010, Baidu Beat
fn2. Baidu Baike VANCL Ad
fn3. Know Your Meme "Brother Sharp": https://knowyourmeme.com/memes/brother-sharp-%E7%8A%80%E5%88%A9%E5%93%A5
fn4. Douban Vancl Group: http://www.douban.com/group/291875/
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