Lunar New Year campaigns often lean on familiar imagery. Lanterns. Firecrackers. Family reunions. This year, several brands moved beyond surface symbolism to explore what reunion, prosperity and love mean in a modern context.
From Vietnam to Malaysia to Paris, these spots show how tradition can evolve without losing its emotional core.
Viettel 5G
“Uncle Badass”
Created by The Friday
Vietnam
Viettel 5G flips the classic Tết homecoming narrative on its head. Instead of children returning home, the story follows an uncle from northern Vietnam who sets off on a cross-country journey when his family cannot make it back for the holiday.
The humor-led road trip becomes a portrait of contemporary Vietnam. Along the way, he encounters drag performers, tattoo artists, gamers, and floating market vendors. These communities are rarely featured in mainstream holiday advertising, yet they are woven naturally into the fabric of the celebration.
By reframing Tết as an act of reaching out rather than returning, Viettel captures the reality of modern family life. Distance exists. Schedules conflict. Responsibilities shift. What remains constant is the effort to connect. The campaign subtly reinforces the nationwide connectivity of Viettel 5G while keeping the focus on warmth, humanity and everyday encounters.
It feels expansive, inclusive, and refreshingly real.
Godiva
2026 Lunar New Year Limited Collection
Australia
For its 2026 Lunar New Year collection, Godiva leans into heritage and craftsmanship as it marks a new chapter of centennial storytelling. Celebrating the Year of the Horse, the limited-edition collection positions chocolate as both a gift and a symbol.
The messaging centers on prosperity, connection, and new beginnings, aligning the brand’s refined aesthetic with the forward-moving energy traditionally associated with the horse. The visual language is elegant and celebratory, reinforcing Godiva’s long-standing identity as a luxury gifting brand during milestone moments.
Rather than overcomplicating the narrative, Godiva stays rooted in ritual. Gifting chocolate becomes a tangible expression of hope and good fortune. In a season defined by symbolism, the brand underscores that some traditions remain timeless.
Spritzer
“Unstoppable Love”
Malaysia
Spritzer’s Lunar New Year film takes a more romantic and reflective approach. Titled “Unstoppable Love,” the campaign follows a journey across time and seasons, anchored by the idea that love is the constant thread through life’s changes.
Fronted by Joseph Lee and Dior, the story unfolds as a meditation on growth, distance and reunion. Life evolves. Paths diverge. Years pass. Yet love continues to guide people back to where they belong.
The tone is sweeping and cinematic, but the message is intimate. New beginnings and festive reunions are framed not as spectacle, but as emotional homecomings. In a season that often focuses on prosperity and material success, Spritzer reframes the greatest blessing as something far simpler and more enduring.
Love is the destination.
Christian Dior
“Celebrating the Year of the Horse”
France
Christian Dior marks the Year of the Horse with a visually distinctive animated film created by award-winning animator Nina Gantz and narrated by Dior ambassador 070 Shake.
The result blends high fashion with contemporary artistry. The animation style feels handcrafted and elevated, reinforcing Dior’s reputation for craftsmanship while inviting a younger, culturally fluent audience into the celebration.
Rather than leaning heavily on traditional motifs, Dior interprets the Year of the Horse through motion, energy and transformation. The campaign feels modern, expressive, and globally minded, positioning Lunar New Year as both a cultural moment and a creative canvas.
A Broader Shift
Across these campaigns, a pattern emerges. Prosperity is being redefined. Reunion is no longer only about returning home. Tradition is being reframed through inclusion, romance, craftsmanship, and creative reinterpretation.
Some brands chose humor and road trips. Others leaned into animation, luxury gifting, or cinematic love stories. What unites them is a shared understanding that the Lunar New Year is not just a holiday backdrop. It is an emotional touchpoint.
In 2026, the strongest work proves that spectacle is optional. Connection is not.
Happy Lunar New Year from Reel 360 News!
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
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