text|Brain-burning advertisement (shukewenzhai)
With the completion of " Gentlemen in the East Eighth District ", the team building of UP masters in the film and television area of station B ushered in a great climax. From
's finalization to its delisting, "Gentlemen of the East Eighth District" has received nearly 300 hot searches, which has aroused negative comments on the entire network. dissatisfaction.
On the last day of September, on the homepage of Station B, which was full of complaints about "Boss Narrative", "Greasy and Smart", and "Industrial Saccharin", a video suddenly emerged, attracting countless audiences to "one-click three connections".
This video area netizens passionately commented
let us watch a good movie and wash our eyes.
01 new things, human affairs
take a leave of absence from heaven and accompany you for another day. The story of "Lao Du" is full of fantasy and reality.
The story begins, the little adult manages the permission to go down to earth, Meng Cha shouts the number to pick up the meal, and the setting of returning to the world makes people scream outrageous and do not feel suspended at all, because of the solid script and superb acting, let us see real people :
, a happy old child after getting permission, put on a hat and tilted his head and smiled, obviously very satisfied with himself;
disdainful of the Internet famous durian osmanthus cake, the old stubborn look is too familiar;
stared at the door and could not walk, Standing upright subconsciously is the best proof of timidity;
, facing the rushing puppy, asked without hope, "Can you see me?" He once said that death is not the end of life, forgetting is.
, who returned to the world, also repulsed the new changes almost instinctively, but the photo was covered by the fish tank, and the name became someone else's. Watching Lao Du get jealous and deflated in the air is really funny and distressing. When Lao Du stared blankly at the liveliness in the distance, his eyes were full of tears, but the corners of his mouth were smiling. It is no exaggeration to say that my tears were all flowing. Out.
In our cultural context, death is always a taboo, and after the death of an old man, how the other half should continue to move forward is a topic rarely discussed.
starts from the real people and creates fairy tales based on reality. We also have more thoughts on the aging elders and the real old people living alone.
02 is not heartbroken, but
This is a touching short film, and it is also an advertisement created by Xiaodu around the brand value of "Xiaodu is at home, accompany at home".
is not overly emotional, but
is full of enthusiasm for life.
In our impression, the elderly who live alone are often simplified as symbols of old age without companionship, absent children, and loneliness, which is a marginal image in film and television dramas. But in "Lao Du", they are the protagonists, have a romantic past, have a lifetime commitment, have three or five friends, and have distinct personalities.
In the face of life, old age, sickness and death, those who leave first do not forget to care, and those who are left still love life even though they are lonely.
Xiaodu saw the specific people and the real needs of the crowd. These lively daily lives are expected to be seen in a society with a population of over 264 million elderly people.
It's not heartbroken, but heartbroken.
Hypothetical, telling this group with tragedy and horror appealThe effect of the old man's story should not be weaker than slashing a knife in the hearts of the audience.
But as Nietzsche said, "the most moving beauty is not a violent and intoxicating attack." The brand uses delicate emotions and poetic lenses to build a gentle emotional tone. In this story about caring and companionship, the audience also Able to gain warmth and inspiration.
It's not utilitarian, but it works.
Functionally, this is a brand-oriented advertising film, but the implantation of brands and products is very restrained.
has appeared on the scene a few times, and the product characters and the plot are very harmoniously integrated, and even in the space quarrel between Xiaodu and Lao Du, they created several waves of intensive laughter. This de-advertising approach allows the audience to feel the emotions more immersed. At the end of the dance, the lights went out, and Lao Du wandered for several times, wanting to leave but staying. This monologue brought his emotions to the highest point.
My wife put on the red dress that I saw for the first time, and danced with Lao Du again across time and space. After the dance was over, I looked at the mud spots on the dancing shoes and remembered the person who danced clumsily and always stepped on his feet when he was young. Du" blurted out.
instinctively fought back after knowing that the title was replaced, to being silent after listening to Xiaodu's one-liners, and then here, Xiaodu and Lao Du's answers overlapped for the first time:
"It's here, it's always there."
The people of Sri Lanka have passed away, and I send my memory from afar. In the past year, with Xiaodu's company, his wife still played their music 246 times.
Technology can never really replace the company of family members, but technology can make companionship more possible.
03 good content, penetration
Up to now, "Lao Du" has exceeded 535w+ views, 37.3w people liked it, 16.8w people voted, and over 7w people took the initiative to forward it to friends.
As an advertisement, "Old Du" is very long, 12 minutes, original story, and its production specifications are completely based on the movie:
leads the starring, Niuben teacher, Golden Rooster Award Lifetime Achievement Award winner, Xu Yulan Teacher, numerous old dramas;
editing, teacher Zhang Yibo, winner of the Golden Rooster Award for Best Editing; director
, teacher Ding Yuchen, holding many heavy trophies such as Golden Lion, ONESHOW;
script, Italian original, The creative hot shop with countless praises in the circle has been polished for more than two years;
due to the budget, the epidemic, and the difficulty of shooting, the project was stranded several times and restarted under the thoughts of all parties. It was only because the brand side withstood the pressure, the actor teachers kept improving, and the production team worked hard, that the audience saw that the script, actors, acting, and production were all flawed. The sincerity of the
brand can be seen by the audience.
And the success of "Lao Du" is also a model for the success of 's long video .
chose station B, which is relatively friendly to long video content, and the brand sponsors the main launch of UP, which has accumulated potential for the short film to spread. At the same time, the behavior of the brand taking the lead in complaining and sticking it to the top in the comment area has greatly reduced users' resistance to advertisements and won goodwill for the brand. On the video account
, the likes of "Lao Du" also exceeded 10w+. In the social environment of acquaintances, under the linkage of video accounts and circle of friends, group resonance promotes the realization of social fission. What
users refuse is never the advertisement itself. Real insight, delicate acting, and sophisticated production... A good advertisement can penetrate the interest barriers of different circles and make the public empathize with .
In a fragmented and entertaining communication environment, I am very happy that the brand has the courage to overcome all difficulties to let creativity go out. I am glad that advertisers have made commercials that make their peers proud. Ads appear. And a good advertisement, its influence is deposited on the video website, stays in people's hearts, enough to penetrate the original communication cycle.
