This is a TV commercial set to debut at the TCL brand zone during the 2024 CES exhibition, aiming to convey TCL's unwavering pursuit of innovation, technology, art, and humanism. It also addresses the communication needs for brand philosophy transmission in the North American and European markets.

In this project, we actively construct TCL's brand assets moat, adopting a long-term perspective that aligns with nature and people oriented. We focus on community and customer needs, eliminating the mindset of "selling" and "rebranding." The goal is to transcend the marketing level, awakening the audience's perception and pursuit of beauty. TCL, through action, express its mission, vision, and values of "Beyond Business" into reality – "The Creative Life."

We drift freely in the long river of art history, lying flat to feel the courage of 'Venus,' the hope of 'Genesis,' and the perseverance of 'Sisyphus.'

The beginning of this video described about the future world, when human civilization was on another planet, and the preserved artistic civilization was an oil painting. This painting unveils the origins and history of human civilization. In this civilization, she accidentally saw the paintings of her ancestors on the stone, saw future artists imitating ancient art and civilization as well , and the past murals were lit up by fireflies, inspiring the artists.

All of this represents that art is a cycle of inheritance, and ancient artwork inspired the later artists to leave behind paintings that influence their future generations.

TCLArt, as an artistic TV commercial introduced to the North American market, serves as a compelling narrative to articulate TCL's brand concept. Within six days of its debut on the YouTube platform, the video garnered an impressive 37 million+ views, reflecting a significant impact and resonance with the audience. The widespread reach indicates a successful engagement strategy, capturing the attention of a diverse audience.

The level of participation observed, demonstrates an active and involved viewership. The video's ability to evoke emotions and prompt discussions suggests a potential for behavioral change among the audience, fostering a deeper connection with the brand.

Moreover, the increased brand awareness resulting from the substantial viewership contributes to TCL's visibility in the North American market. The success of TCLArt aligns with the objectives of reinforcing brand values and achieving broader recognition, showcasing its effectiveness in realizing marketing goals within a short timeframe.