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Man Brings a ‘Taste of Home’ Back to the City in Jia Zhangke’s Apple Chinese New Year Film

25/01/2019
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Picturesque short film was shot by award-winning Chinese director on an iPhone XS
Last Chinese New Year, Apple celebrated precious family reunion moments through the touching film “Three Minutes” shot entirely on iPhone X. The film, directed by celebrated Chinese director Peter Chan, made headlines in China as “setting a new standard for advertising.”

This year, Apple’s Chinese New Year film was directed by award-winning Chinese director, Jia Zhahngke. Filmed exclusively on the new iPhone XS, “The Bucket,” which will launch across broadcast and digital/social (Weibo, Youku, WeChat, Douyin and Apple’s YouTube channel) on Friday, January 25th, tells the story of a young man’s journey traveling back to the big city from a small village with a heavy bucket given to him by his mother after the holiday.


Zhahngke masterfully employs the iPhone XS’s super-sharp camera capabilities to capture the protagonist’s’ love- hate relationship with the bucket as he goes through different emotions. Underscoring how modern China’s rapid development has created vast differences across generations and regions, the film brings to life how these differences become more significant when families get together during the holiday. Playing on the well-known Chinese New Year tradition of children bringing a “taste of home” back to the city, the ending is a surprising reveal when the young man finally arrives home and uncovers the truth in the bucket – freshly laid farm eggs well-protected by sand, symbolising the fragile yet unbreakable love of his mother.

As modern life becomes so convenient and advanced in China, local specialties treasured by China’s rural communities are often under-appreciated and even sometimes considered a hassle by the younger generation who have migrated to bigger cities. Hoping to inspire this generation to rediscover and celebrate their parent’s love; “The Bucket” shows that underneath these local specialists lies the unique love from their parents, which serves to connect them to their families while away from home.


The film will debut along with a Q&A by the director, during a Today at Apple event in Beijing on January 25th. In addition to the short film, a series of How-To videos called “Lens of Love” will be released in which Zhahngke demonstrates key iPhone XS camera features including depth control, slow-motion and Smart HDR imaging. On WeChat, real stories from several families across all of China will spotlight favorite family travel food items and traditions. The campaign also includes OOH placements throughout Greater China and the real-life images highlighted at the end of the film will be included on Apple’s global Instagram, @Apple.

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