42 minutes, 20 million hits, story of one generation

Over 20 million hits for a 42-minute long film in just over two weeks – what does this tell us? Sure it tells us that people love it - but why? What is special about the film that attracts so much of passion from the online viewer, who is known to be ruthlessly critical of most of the content?

老男孩 (lao nan hai or Old Boys) is a the story of two young boys who grew up to be teenagers during the years of rapid transition from China’s closed socialist past to quick economic opening up and reforms. Set in the 1980s the film traces the journey of classmates in school - their youth, their love, their dreams, their adulthood, their reality, their sorrows and yet their unwavering hope and the desire to keep moving on. The movie is a must watch for anyone wanting to see Chinese talent in filmmaking that reflects present day reality (beyond just the big budget period films). In the garb of a short film, it is actually is a rare piece of Chinese social commentary on pains and pleasures of the Chinese society in flux. 

The fact that a brand has supported this project goes on to say a lot about their understanding of the market, their desire to reflect the contemporary society while allowing creative freedom to bring all of this to life.

The movie effortlessly captures the sentiment of the 80s generation and has valuable lessons and reminders for marketers, market researchers, sociologists and advertisers.

1. Old Boys (not young men): Many of these 25-30 year olds have grown older but not necessarily grown up. They are not the 25-30 year men and women, they are the 25-30 year old boys and girls. This has various reasons behind it. Some of the reasons are to do with the fact that they were the only children in their family and the extensive pampering slowed down their growing up into matured beings. The other factor is the rapid change of the Chinese society – especially in the urban areas. The explosion of opportunities, rise of materialism, winds of consumerism, ‘one life so no compromise’ mindset, and the notion of “I need to do better for myself before anything else” has given way to delayed marriages and even broken marriages. Together these factors keep a person from acknowledging and realizing that he has transitioned from a boy to man. Thus, while they might look like they are settled in life but deep within they ‘not done yet’.
2. Reality TV as a coping Mechanism: Whie there are many changes happening in the society and economy 'around' the life people from the 80s generation - most of these people find themselves left behind. Most of them are unable to cope with dramatic change and increasing competition. The broken dreams amplify the pain of failure. In this wider social context - reality TV and talent search shows offer that rare opportunity to break the pattern and achieve dramatic success fast. Reality TV is almost like a talent-lottery and everyone wants to make the best of it.Its sheer presence symbolizes hope and happiness - sometimes for self and sometimes vicariously.
3. The unsung professions and unconventional careers: There is a China beyond the stereotype of the successful white collared men and women working in swank new offices.  Sure these images of modern day success represent the aspirations of the whole nation but the whole nation is not doing only this. There are people working in factories, there are people working as teachers, there are saloon owners, there are wedding hosts for the not so glamorous celebrity weddings. All these less talked about people and professions might not be the most aspirational but for a brand trying to connect with its audience beyond the newly build façade of 21^st century success, the lesser known stories can more memorable and effortlessly distinct. 
4. 80s Nostalgia Sells: One of the largest consuming groups of today comprises people from the 80s generation (the 25-30 year olds). Both products as well as marketing communication messages that capture the past beautifully and personally, will attract a lot of attention and positively predispose people towards products and brands that use this approach.

There is a temptation to write more because frame by frame, 老男孩 has a lot to say - but I should stop here and let you judge by yourself.

I wish I could see more of such creations in Chinese popular culture. These are more accurate in their understanding and representation of people than many research reports.