Chinese New Year ad campaign from the luxury British fashion house Burberry has failed to strike the right chord with its intended audience who have criticized the campaign as being something straight out of a horror movie.
The campaign, directed by American photographer Ethan James Green, stars a pair of famous Chinese actresses, Zhao Wei and Zhou Dongyu. In one shot, the two are seen posing in a “family photo” with other models dressed in signature Burberry styles but failing to wear their smiles.
On its social media accounts, Burberry describes the shot as being a “portrait of togetherness, gathering the cross generations of family for a seasonal celebration.”
Introducing our new collection, curated for #BurberryChineseNewYear
A portrait of togetherness, gathering the cross generations of family for a seasonal celebration. Starring #ZhaoWei and #ZhouDongyu; directed and photographed by @EthJGreen
— Burberry (@Burberry) January 3, 2019
However, on Weibo, while some referred to the shots as “elegant” and “beautiful,” many failed to pick up on the alleged festive vibe of the photos, instead calling them downright “creepy” and “strange.”
“This looks like a family plotting against each other to kill their wealthy grandma for the inheritance,” reads one popular comment. “Is this an image from Zhao Wei’s upcoming horror movie?” wondered another.
Check out more photos from the campaign below:
On the bright side, at least none of the models are trying to eat a pizza with chopsticks?