in the community.

A family of three is watching TV.

The man also didn't go home for two years because his children were still young, and because of work, he couldn't go home for the New Year.

Although the father was looking forward to seeing his grandson and his son and daughter-in-law, because the mountain roads in his hometown were rugged and difficult to navigate, he gave up the idea of persuading his son's family to return home.

After seeing today's public service announcement.

The man remembered his father and his mother on the spot.

For a moment he felt like he had to do something.

"I miss my parents. ”

He got up and called his parents.

"Mom and Dad, I miss you. ”

"Mom and Dad miss you too, but work is important, so it's okay if you can't go home this year. The mother was worried about her son's worries and said bitterly.

"I'll take a leave of absence tomorrow and go back to pick you two elders, and we'll celebrate the New Year together. The man said firmly.

"What?" the old man couldn't believe it.

"With you here, this is home. The son choked up and said, "Mom and Dad, I will set off tomorrow to bring you over, and also bring my father-in-law and mother-in-law over, and our family will be reunited for the New Year." ”

On the phone, the excited tone of the parents immediately came.

It was a tone of great diligence and expectation, and he trembled.

"Okay, okay, let's come out for the New Year, and our family will be reunited!"

……

Abroad.

A university dormitory.

Many international students who go out to study have long been accustomed to not going home for the Chinese New Year.

Because the journey is not only long, but also the energy consumption.

Kangjia is one of those international students.

"Forget it, the work of the paper this year is relatively heavy, and there is no holiday here in the United States, so I still won't go home for the New Year. Kang Jia sighed and continued typing in front of the computer.

When he was tired of typing, he turned on the computer, went back to the domestic website, searched for news, watched videos, and learned interesting things about China.

Then, he was intrigued by the headline video of the video site.

"Father's journey? Is this a public service announcement?"

Under the comments, all of them were in tears, crying like a dog's comments, which made Kang Jia even more curious.

"What kind of video will have such a great sensational power?"

With curiosity, he opened things up.

I was attracted by the delicate picture of the advertisement and the soundtrack.

Four or five minutes passed, and when the commercial was over, Kangjia was already in tears.

"I'm going home, I'm going home. Kang Jia clenched his fists and made up his mind, "I want to go home for the New Year, I want to see my parents." ”

He didn't hesitate and called home.

"Son, why did you call, is there not enough money, if you don't have enough money, tell your mother, I'll send you money, what's wrong, the tone is very bad, is it sick, have you seen a doctor to take medicine?"

Hearing her mother's voice worried about herself, Kang Jia sobbed for a while.

"No, it's okay, Mom, I just miss you and Dad, I want to go home!"

Mom and Dad were stunned for a moment, and then there was a burst of indescribable excitement, even if it was a father who had always been steady, he was a little incoherent at this time.

"Good home, after more than a year, we can finally be reunited as a family!"

"Mom and Dad are going to pick you up, you must have lost weight abroad, Mom will make you something to eat. ”

The relief of his parents gave Kangjia a dose of strengthening.

"I'll buy a ticket now, you wait for me!"

Kangjia hung up the phone and prepared to book a plane ticket.

"Hey, what's going on with Kang, why are you crying?" asked a foreign roommate who came back and smiled when he saw this scene.

"I'm going home for the New Year. Kang Jia said.

"Is your festival a festival, isn't it just a festival, is it so important to reunite as a family, obviously many of you are barely fed, there is no need to waste money on transportation and insist on going home, I really can't figure out what you Chinese people think. The roommate asked.

"Of course you foreigners won't understand. Kang Jia said without hesitation.

"Why can't we even eat enough, dress so simply, and have to trek through mountains and rivers to go home. ”

Kang Jia's eyes contained hope: "Because the meaning of home will always be a sacred realm for us Chinese people!"

……

My father's journey had only just been uploaded to the website, and it had already crushed all the other PSA works with an extremely terrifying momentum.

Ten minutes, more than one million clicks.

In three hours, the likes exceeded 10 million.

Five hours, more than 30 million likes!

There are a bunch of reviews at the bottom, and the quantity and quality of comments are not comparable to other works.

"Madan, I'm crying like a dog!"

"I'm not crying, I'm just getting my eyes into bricks!"

"I cried on the subway!"

"This advertisement is made by the king of eight lambs, it's so touching, I think of my parents. ”

"My family is rural, my dad is just like my father here, after I read this advertisement, my mind is full of my dad!"

"Go home for the New Year, I must go home for the New Year this year!"

"The more I grow, the lower my tears become!"

"I didn't cry, I just had the water in my head coming out!"

"Those who don't work outside the home, people who haven't been out of society, don't understand this advertisement, but you will understand it later. ”

"I wanted to go home, and I didn't dare to go home to face my parents because I didn't achieve anything, but after watching this advertisement, I decided to go home anyway!"

"When I was a child, my family was poor, and my parents rode a motorcycle to work outside after the New Year, and I cried all the time, and now I can't stop crying when I watch this advertisement. ”

"Foreigners say that we Chinese people have no faith, let me tell you what is the belief of our Chinese people?

The reviews were all praised.

Every comment was either tearful or moving.

In the previous works of the other seven TV stations, there were more or less individual criticisms under the comments.

For example, the story is too templated.

There will be comments such as too much emphasis on sensationalism and unreasonable logic.

However, there was not a single bad review of the ad for the father's journey.

Because of this advertisement, from any point of view, it is almost impossible to find a fault.

Father, companionship, distance, these themes are all perfectly expressed.

Although other works are also from the perspective of fathers, the identities of these fathers do not resonate with too many people.

But the father's journey is different, this work directly uses a most ordinary father, not a high-level leader, not a scientist and writer, just a father, an ordinary farmer, a father who has never been out of the village in his life, and embarks on a journey for the son who goes out to work hard.

The most terrible thing is that the background of the story is actually based on the theme of going home for the New Year.

Chinese New Year, Spring Festival, reunion, clan, blood relatives, these factors that have long been imprinted in the genes of Chinese people, as soon as they appear, it is enough to overshadow all other works!

Because going home for the New Year is a supreme belief for the Chinese people!

If you have money or not, go home for the New Year!

Time.

Although the father's journey was released very late, it only took one day for the data to cause a gratifying explosion.

When other TV stations saw this public service announcement, they instantly understood that they couldn't compete for this championship.

However, this does not prevent them from analyzing and studying this advertisement, and the more they admire it, the more they admire it.

"This story, this shot, and this soundtrack, it's absolutely amazing!"

"This time we lost our hearts. ”

"But the most important thing is this script, to be able to start from this angle, to make this kind of film, this person is a master, the level of public service advertising, far beyond all of us, it is estimated that in the field of Huaxia public service advertising, he ranks in the top three. ”

"Isn't Kyoto TV the most unruly about long-form story commercials, why did you shoot such a tear-jerking ad this time?"

"There are experts to guide you!"

"I found it, I found it, this time the advertising planning is still Chu Ming!" an employee chirped.

These words made the advertising production veterans present full of disbelief.

It's Chu Ming again!

This result made everyone laugh and cry, it turned out that the person who planned it was not a master, or even an insider in their circle.

It's actually Chu Ming, the troublemaker!

The previous smoking advertisement, I thought it was a coincidental product, but now three consecutive works can be said to have created an era, which makes all of them have to pay attention to and admire Chu Ming.

Public service advertisements in China generally focus on special groups, emphasizing specialization and interest.

Instead, Chu Ming aimed the perspective of advertising at the most ordinary people, and tried his best to make the advertising performance come to life and resonate with people.

Although it is just an advertisement, as long as it is analyzed well, it can draw a lot of new ideas, which is enough to lead a new wave of advertising and change the direction of their domestic public service advertising.

This is another reform of China's domestic advertising industry!