In the Spring Festival of 1996, two events occurred on the land of China that are worth mentioning.

The first, it seems, is a big deal, or at least a lively one.

CCTV's prime-time advertisements have been changed, from wine to drinks. Liquor is a thing that the people of the whole country are very familiar with, and has formed China's liquor culture for thousands of years, but beverages, strictly speaking, have only begun to be popularized on a large scale after the reform and opening up--- and before the reform and opening up, there is no single type, and ordinary people are reluctant to buy it.

Note that there are 900 million peasants in China, and the so-called ordinary people definitely do not refer to the small citizens in the city, but include these people.

Therefore, the popularity of drinks in China more than ten years ago was limited, and no matter how poor the men in the countryside were, they would try their best to get some local wine to drink, but I am afraid that no one would go to the town to spend a dime and a half to buy a bottle of orange soda, including most people in the city, who drank plain water when they were thirsty.

But after the reform and opening up, the living conditions can be said to be flying upwards in a plane, and anyone can spend more than a dime, so the facts have also proved that those sweet and sour drinks are indeed better than boiled water.

What is the quality of life, what is the quality of life, to put it bluntly, isn't it just to live more comfortably, have more money, live bigger, eat and drink better.

Therefore, beverages, which are non-necessities of life, quickly entered thousands of households.

However, compared with liquor, the beverage market in China is still relatively small, if liquor is a towering giant tree, then the beverage is currently a small sapling.

Therefore, the best advertising time in CCTV's prime time was actually reserved for drinks, which in itself surprised the audience.

Look at the advertisement itself, like last year's Confucian family banquet, because the time is relatively short, so this section of the advertisement must be very distinctive: last year's Confucian family banquet, taking advantage of the popularity of Beijingers in New York, invited the protagonist Wang Ji to be the spokesperson, got off the foreign plane, and after returning home, a white-haired old man raised the Confucian family banquet to drink, which immediately gave people a strong sense of warmth at home.

This is the genius of Confucius, there is no sign of Confucian culture, and it avoids hedging with the leading boss of Confucian culture, Confucius Liquor, but finds another way, in the current fever of going abroad, going in the opposite direction, combining overseas travelers and CCTV hit dramas, taking a warm route, and achieving great success.

It can be seen that CCTV prime-time advertising is difficult, the time is short, and it must be impressive.

And this year's ad really did just that.

First of all, the content of the advertisement is very simple and does not require a lot of brains.

Last year's advertisement was actually a small story of an overseas traveler returning home, but this year, there was no content at all, and several athletes held a drink in golden packaging and shouted 'I'm sleepy and tired, drink Red Bull!'

It's just a moving picture.

Advertising is definitely not about doing scholarship, writing essays, or making movies, and it is definitely not about being as complex as possible, but about being 'distinctive'.

This advertisement is very distinct, the content is simple, the words are catchy, and at the same time, just like last year's Confucius rubbed the hot spot of CCTV's hit drama, the advertisement also rubbed the hot spot of the national soldiers!

The status of the Chinese table tennis team in the minds of the Chinese people and the general sport is not a concept at all, in the Cold War period, it even undertook a certain diplomatic task, is a narrow door for the Chinese to see the world and the world to see China, after the reform and opening up, China and the Western world, is still in a weak country but began to catch up in the environment, table tennis has repeatedly defeated the powerful country and crowned the world, is one of the important channels for the Chinese people to raise their eyebrows.

In 94, the ace of Chinese female soldiers, Deng Yaping, was defeated by the rebel general Koyama Zhili, causing an uproar across the country. You can lose to anyone, but you can't lose to Japan, let alone to a player who 'defected' from China to Japan.

scolded Deng Yaping to the point of blood, but the people scolded and scolded, and their expectations were even stronger, and like the players of the table tennis team, they were all holding back their energy and waiting to see revenge.

In the 95 World Table Tennis Championships, Deng Yaping won the women's singles, women's doubles, and women's team championships at the World Table Tennis Championships.

Next, the Atlanta Olympics will be held this year, and the Chinese people, from the General Administration to the ordinary people, will have huge expectations and concerns about women's table tennis.

At this time, choosing the women's table tennis dominated by Deng Yaping to be the most spokesperson, I can't imagine that there will be other better possibilities.

Short, clear, and impressive, this is the first feature, and the selection of hot people and events is the second feature.

In addition, there is one most important feature, which is very similar to last year's Confucian Family Banquet: the right person, the right product.

Let the bald man endorse the hair growth lotion and let the fat man endorse the weight loss pills, although there will be a sense of contrast, but it always feels unbelievable.

Wang Ji of the Confucius Family Banquet last year played a Chinese who has worked hard overseas for many years, and the loneliness of drifting overseas in the TV series has been vividly expressed, so to speak, that TV series is the prequel to the advertisement;

This year's Red Bull is similar, the table tennis team's glory in the past few years, and the ups and downs of the year before last year, paved the way for advertising.

What is the Red Bull in the advertisement? With the advertising slogan, it is about to come out.

This is an energy drink that replenishes physical strength, looking at this advertisement, it seems that athletes are tired of training, and they can recover by drinking it, and then think about it from a distance, it seems that the national table tennis can successfully win the championship, and this drink is also inseparable......

The human brain is wonderful, it will associate.

Interestingly, however, no one had ever drunk or even seen this magical drink.

This inevitably makes people think, is this thing a secret recipe and characteristic within the national team?

Or rather, super health supplements?

All in all, as soon as this advertisement was broadcast, it immediately attracted the attention of the audience, and it is not clear how effective Red Bull's sales will be for the time being, but as ordinary viewers, these people around Liang Yifei, including Zhang Feng, have said that this thing is fucking super hanging!

Especially Zhang Feng.

From beginning to end, this advertising film was planned by Liang Yifei.

Before, he and Liang Yifei had differences in the idea of making commercials, but Liang Yifei was the boss, so he didn't insist, but from the bottom of his heart, he didn't think Liang Yifei was right, after all, he was a professional, and Liang Yifei was an amateur.

Liang Yifei is powerful, but no matter how powerful a person is, he can't be an all-rounder, right?

I didn't insist at the time, firstly, Zhang Feng's character, he is not the kind of nerd who admits death, he is more mellow, as the so-called end of the bowl is managed by others, what is more serious with the boss? Besides, it is CCTV prime time, no matter what advertising is done, the effect is always there, it is nothing more than the difference between 100 points and 80 points.

Unexpectedly, the advertisement planned by Liang Yifei far exceeded his imagination, and he didn't feel that when he was filming, sitting in front of the TV and watching it, that feeling was safe and different.

Next, the specific effect can be reflected in the Red Bull order, which is the best proof.

CCTV advertising is the first thing, it looks lively and lively, known all over the country, and it seems to be a big deal, but compared to the second thing after the beginning of spring this year, it is actually just a trivial matter.

The second event, which had a great deal to do with the whole country and even to humanity as a whole, was very cold compared to the first, with only a few people in the capital affected by it.