Giant 3D Snake Ad in Chengdu’s Chunxi Road Sparks Heated Debate: “Looks Real!” But Not Everyone Is a Fan
Chengdu, China — A massive 3D digital billboard featuring a hyper-realistic, bionic blue snake on Chunxi Road, one of Chengdu’s busiest commercial areas, is drawing strong reactions from both fascinated onlookers and uneasy viewers. The ad, which plays on the outdoor screen of the Parkson Shopping Center, has gone viral for its high-definition 3D rendering and lifelike snake movements. While many tourists and passersby are amazed, others—particularly those with a fear of snakes—are questioning whether such intense visuals are appropriate for such a crowded public space.
3D Snake Slithers Through Downtown Billboard
The 3D animation, which airs every few minutes, features a vibrant blue snake emerging from a pitch-black screen, flicking its tongue and slithering as if it might leap right into the crowd. Its movements closely mimic a real snake, resembling a pit viper native to island regions. At one point, the snake even opens its mouth as if to strike, creating a jarring yet immersive visual.
“It’s so vivid! It slithers and coils just like a real snake. The colors are stunning,” said a vendor whose stall directly faces the screen. “I’ve seen it playing on loop every day.” A sales clerk outside the mall told reporters, “It plays roughly every ten minutes. I’m not afraid of snakes, and honestly, I think it looks pretty cool. The 3D effect is amazing. At night, people even come here specifically to take photos of the snake and the panda.”
Aside from the snake, the billboard also features other rotating 3D animations of pandas, dinosaurs, elephants, and other animals. Many pedestrians stop to snap pictures while waiting at the nearby crosswalk.
A Tourist Hotspot… But Not for Everyone
According to a nearby security guard, the snake ad began airing in early May. “Young people especially love it,” he said. “During the May Day holiday, the crowd coming here just to see the screen was massive.” He added that the best viewing spot is diagonally across the street, where the 3D illusion is most pronounced. “I know it’s fake, so I’m not scared.”
However, public opinion online is deeply divided. Some viewers are amazed by the ad’s realism and technology. Others, particularly those who suffer from ophidiophobia (fear of snakes), have criticized the decision to display such imagery in a high-traffic area.
“I’m from Guang’an and saw the ad while visiting,” said one young tourist. “It looks kind of cartoonish, but it’s also very high-tech. I’m a little scared of snakes, but I can tolerate it without sound. If they added sound effects though, it might be too much.”
One netizen, surnamed Zheng, was less enthusiastic. “The 3D effects are way too real. I’m terrified of snakes, and when I saw this video on social media, I couldn’t even look at the screen. I’d never go near that billboard in person.”
Legal Expert: Ads Should Consider Public Sensitivities
Attorney Fu Jian, director of Zejin Law Firm in Henan Province, noted that the primary goal of outdoor advertising is to attract attention and create visual impact. However, he also emphasized the need to consider the emotional response of different audiences. “Many people are naturally afraid of snakes. When an ad is too realistic, it can frighten people—and that makes it inappropriate in certain contexts.”
Fu referenced China’s Advertising Law, which states that advertising content must be truthful and lawful, without misleading or deceiving consumers. Ads should be expressed in a healthy and culturally appropriate way. In addition, any ad that uses public infrastructure—such as green spaces, bus stops, or transportation hubs—requires proper approval from city authorities.
“In this case,” he said, “if the ad received the proper permits and does not violate any regulations or public decency standards, then it’s not technically illegal.”
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