Yi Jianlian on the Celtics?



Watching an NBA game on Chinese TV recently, I saw this peculiar advertisement featuring China's 7-foot hooping pretty boy Yi Jianlian (易建联). In the ad Yi is wearing a Boston Celtics jersey. The funny thing is that he plays for a different team, the Milwaukee Bucks. I wonder what the Bucks, the Celtics and the NBA think about this one:





The ad is for Yi Li, (伊利) a major Chinese dairy company. Yi Li seems to be spending heavily on celebrity spokespeople for their milk, including Chinese Olympic hurdling hero Liu Xiang (刘翔). The company has also splashed out to become the official milk of the Beijing Olympics. It all seems to all be an effort to catch up with rival company Meng Niu (蒙牛) who scored the marketing coup of the (young) century by sponsoring the Super Girls singing contest on Hunan TV. The show went on to be a phenomenon, scoring Meng Niu insane amounts of publicity. Check out this old episode of the Hard Hat Show for a look at some of the Super Girls' nutty fans. Although surely not solely because of the Super Girls, Meng Niu has gotten so strong that there was even recent talk of Meng Niu buying out Yi Li, their neighbor up in the Inner Mongolian capital of Hohhot.


Luke @ 17:07 | .(3085) |



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