The 30-second advertisement below promoting Made in China products has been airing on CNN since late November 2009. The advertisement was produced under the auspices of four Chinese industrial chambers of commerce (China Advertising Association of Commerce; China Chamber of Commerce for Import and Export of Machinery and Electronic Products; China Chamber of Commerce for Import and Export of Light Industrial Products and Arts/Crafts; and China Chamber of Commerce for Import and Export of Textiles) and supported by the Ministry of Commerce of China.

This advertisement represents China’s first ever global branding campaign to enhance the image of the Made in China brand. The theme of the ad is Made in China, Made With the World. It attempts to highlight how Chinese and overseas firms work together to produce high-quality goods. Appearing in the ad are products used in daily life, including running shoes made with US sports technology, an iPod player with software from Silicon Valley, a French-designed fashion label and a European-designed refrigerator - all sporting the Made in China label. As such the ad is a clear attempt to link Made in China with Designed in the West and to illustrate China's capability and potential to manufacture quality products.

Before this advertisement, the global branding image of Made-in-China products was derived from individual companies such as Haier, Tsingtao, Huawei, or from Chinese companies investing capital overseas, such as Lenovo. The new theme of Made in China, made with the world, however, points to a whole new trend in the development of the Made-in-China brand. Yet this is only the start of the global reconfiguration of the Made-in-China brand. What do you think of the ad? Have a look and let us know in the comments section below.