China has banned a Nike TV commercial in which U.S. basketball star LeBron James defeats animated Chinese characters, after viewers complained on the Internet.
The 90-second advertisement, which resembles a kung-fu video game, shows the Cleveland Cavaliers forward defeating five challengers labeled Hype, Temptation, Envy, Complacency and Self Doubt.
Three of the characters appear Chinese, with Hype represented by a kung-fu master, the South China Morning Post reported Tuesday. Temptation appears as flying female martial artists who flirt with James, and Complacency is a pair of Chinese dragons.
The State Administration of Radio, Film and Television said the TV ad provoked strong resentment among viewers and violated regulations requiring commercials to maintain state dignity and respect the country's traditional culture.
Zhou Xiaomeng, spokesman for Nike in China, said the company respected national laws but considered the ad's message to be upbeat. "We are trying to encourage young people to combat challenges. It's very positive," Zhou said.
Nike faced similar problems in Singapore last month with LeBron James advertisements that resembled graffiti. Posters at city bus stops attracted at least 50 complaints in the city with its strong penchant for cleanliness.
© Copyright 2004 by United Press International
