China to kick off publicity campaign to promote its image

Lowe & Partners Shanghai has been tasked to shoot a 15-minute feature film and a 30-second commercial, which will be aired on BBC and CNN in September. Both are now being shot on location in Beijing.

The film is a panorama review of China's achievements over the past decades, while the commercial features some of the country's elites from different sectors. Big names on the list include actress Zhou Xun, Hong Kong actor Donnie Yen (pictured), scientist Yuan Longping, NBA basketball player Yao Ming and Hong Kong tycoon Li Ka-shing.

The project is funded by the State Council Information Office. Its not the first time that the Chinese government has seeked to promote the country's image through advertising. In 2008, a similar TV commercial aimed at promoting ‘Made in China' products were aired on major global media outlets.

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