In Chinese mythology, a nian is a beast that comes out of hiding to attack people every spring. A new McDonald's campaign uses that creature to put a spin on the historical traditions of the most important Chinese holiday. In Chinese tradition, the nian figure is repelled with fireworks and food offerings to satisfy his hunger. In the campaign, a modern-day nian is only satisfied by McDonald’s seasonal CNY menu, setting the stage for a series of four TV commercials. In the spots, the nian tries to get its hands on customers' food, but they are reluctant to give up their meals. You can see the ads at the jump. With subtitles.