CNBC:

British fashion label Burberry has launched a campaign celebrating Lunar New Year, but some people aren't so sure about it.

The campaign is the brand's first for the February 5 festival in celebration of "family traditions and togetherness during the festive period," according to an online release on Burberry's website.

But the advertising images, in the style of a family portrait, have been criticized as being "creepy," by people on social media. "These people look like actors of horror movies. Sorry, no luck." one user wrote on microblogging platform Sina Weibo.

The Drum:

Burberry is the latest brand to come under fire from China’s netizens for releasing a campaign that missed the mark culturally.

The brand released a set of photographs, aiming to promote its wares ahead of the upcoming Chinese Lunar New Year. The ad featured Chinese models, as well as Vicky Zhao and Zhou Dongyu, two Chinese actresses that have recently been named as ambassadors.

Reports point to a range of criticisms from consumers, including that the ads look like a scene from a horror movie. Others think it shows a plot to kill the family matriarch for her money, while others believe a stern, depressed theme signifies a slowdown of the Chinese economy.

The Straits Times:

A Burberry advertising campaign fronted by Chinese actresses Zhao Wei and Zhou Dongyu celebrating "togetherness" to usher in the Chinese New Year has been ridiculed as "creepy" on social media.

Shot and directed by photographer Ethan James Green, one of the campaign photos posted on the fashion powerhouse's social media sites last Thursday had eight unsmiling models, including Zhao and Zhou, posing for a "family" photo donned in Burberry's classic signature items and streetwear pieces.

• British fashion label Burberry 译 | 图
• a campaign celebrating Lunar New Year 译 | 图
• in celebration of 译 | 图
• "family traditions and togetherness 译 | 图
• during the festive period 译 | 图
• according to an online release 译 | 图
• the advertising images 译 | 图
• in the style of a family portrait 译 | 图
• have been criticized as 译 | 图
• people on social media 译 | 图
• on microblogging platform Sina Weibo 译 | 图
• The Drum:----- 译 | 图
• come under fire from China’s netizens 译 | 图
• for releasing a campaign 译 | 图
• that missed the mark culturally 译 | 图
• a set of photographs 译 | 图
• aiming to promote its wares 译 | 图
• ahead of the upcoming Chinese Lunar New Year 译 | 图
• have recently been named as ambassadors 译 | 图
• a range of criticisms from consumers 译 | 图
• the ads look like a scene 译 | 图
• from a horror movie 译 | 图
• a plot to kill the family matriarch 译 | 图
• a stern depressed theme 译 | 图
• signifies a slowdown of the Chinese economy 译 | 图
• The Straits Times:--------- 译 | 图
• A Burberry advertising campaign 译 | 图
• fronted by Chinese actresses 译 | 图
• to usher in the Chinese New Year 译 | 图
• ridiculed as "creepy" on social media 译 | 图
• Shot and directed by photographer 译 | 图
• one of the campaign photos 译 | 图
• posted on the fashion powerhouse's social media sites 译 | 图
• had eight unsmiling models 译 | 图
• donned in Burberry's classic signature items 译 | 图
• and streetwear pieces 译 | 图

随机点，认真听。