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12 January 2022

Should I stay or should I snow?

by Andrew MacGregor

Tmall: “Goodbye City, See You on Snow” - 90s

The decision to award Beijing the 2022 Winter Olympics received a, erm, frosty reception that is yet to thaw. Persistent concerns over human rights abuses and environmental issues aside, China's patchy engagement with winter sports is another Olympic-sized wrinkle.

Cue this energetic piece of work from ecommerce site Tmall, wherein the urban cast don ski jackets, goggles, and gloves in preparation for the slopes. It's not quite the three hundred million participants demanded by President Xi Jinping, but it's a start.

The tone is also breezier than expected, with a jazzy soundtrack and one convert telling her stylist, "The cold wind is better at styling than you". Whether this triggers an avalanche of newcomers before February 4th remains to be seen.

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.