The eighth chapter of the text volume is silky at the moment

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Each advertising creative embodies a lot of hard work of advertising people, and it takes at least one or twenty minutes to fully explain it clearly, and three minutes is not enough!

Mars Inc. is a professional international company, and it is impossible not to know this truth. The elaboration time is suddenly compressed to three minutes, and the biggest possibility is that the decision has been made, and the rest of the people are cannon fodder to play with.

As soon as the secretary left, people from the two advertising agencies left the table. It's impossible to unfold a full idea in three minutes, and you can't even articulate the selling point clearly, so why waste time here?

"Boss, what should I do?" Xiao Xing asked worriedly.

"It's fine for a minute."

Now, not only Huanyu, but other advertising companies looked at them wrongly, as if to say, where did this pair of comics come from.

The elaboration time was compressed to three minutes, which greatly accelerated the speed of negotiation, and soon it was the turn of Mengren Film and Television, Mai Xiaoyu and Xi Xiaoxing stood up and followed the secretary to the reception room.

"One minute!" Someone in the world made sarcastic remarks.

There are many of them and their registration information is slow, so they are ranked behind Mengren Film and Television.

Yu Xiaoxing counterattacked: "You can go home, this list belongs to us!" ”

On the way to the reception room, Mai Xiaoyu passed by Gu Hongzhou, and heard the people of Shengshi complaining that the time was too short, and it was over before they had time to describe the most exciting part of the idea.

There are many people in the reception room, all of whom are senior executives of the company. Judging from the seats, the four foreigners in the middle are the main ones among the dozen or so people. The people who have been tortured by the audit for many days are physically and mentally emaciated, even the foreigners who claim to be dedicated are no exception, and they are tired and listless one by one.

"Cute people film and television?" The man with glasses on the outermost part of the left said, "You can start, three minutes." ”

Mai Xiaoyu said amazingly: "It seems that everyone is very tired, I will make a long story short, and it will not take up too much of everyone's time." ”

"In a streetscape of European architecture, a fashionable and lively girl stands in front of a fashion window, staring at a white hat in the window. Based on the reflection of the hat on the glass, the girl tilts her head slightly and poses herself to coincide with the shadow of the hat. ”

Then she went to the window of a jewelry store and adjusted the pose so that she coincided with the shadow of the diamond necklace. The sales staff in the store saw it and sent a kind smile. The girl took out the Dove chocolate from her bag and took a bite to taste it, while the chocolate-colored silk surrounded the girl who was addicted to the delicious taste in her mouth. ”

One minute and thirty seconds.

The dry language, the tone of voice, and the pale description made the high-level people drowsy.

"Finished? When you're done, you can go. The man in glasses waved his hand weakly.

The advertising companies that come today are generally not of high quality, the advertising creativity is bland, and the cute film and television are the worst!

Alas......

Yu Xiaoxing sighed secretly, pulled Mai Xiaoyu and turned away.

After taking two steps, Mai Xiaoyu suddenly turned around: "By the way, I missed the last advertising word." ”

"Dove, it's silky at the moment."

Well?

The two foreigners sobered up.

Silky at the moment?

The two foreigners are sober again.

Foreigners sober?

The top leaders of Huaxia are also sober.

"What did you just say, young man?" The bald foreigner in the center asked in proficient Chinese.

"Dove, it's silky at the moment."

After Dove chocolate was launched in China, it has been shaping its brand image with "milk fragrant and silky feeling". All ads are centered on these eight words, and all the ad creatives reviewed this time have these eight words in the advertising words.

It's not that no one has thought about changing it, but these eight words are deep-rooted and can be called classics, and no one wants to miss the fat in their mouths because of rash changes.

"Young man, do you know the brand image of our Dove?"

"The milk was fragrant and silky, which was very appreciated. However, your company has been going all out to develop high-quality Dove milk chocolate, seeking innovation and change every year, hoping to give consumers a better chocolate experience, advertising words are unreasonable and unchanged, right? ”

"Personally, I think that as long as we can maintain the brand image of Dove and continue to make the brand image deeply rooted in the hearts of the people, the advertising slogan can be fine-tuned. For example, the phrase 'silky at the moment' is a complete reflection of Dove's 'silky feeling', and it is very suitable for my advertisement. ”

"Sorry, can you elaborate on your ad copy?" It's a big-nosed foreigner who speaks.

"Hehe, I'm afraid three minutes is not enough."

"No, no, no, young man, you misunderstood. Three minutes is just for the boring ad copy, not yours. ”

"It's a great honor. I named this ad copy the window chapter, and chose fresh and lovely young women as the protagonists, which is in line with Dove's audience goals. They have unique personalities, casual, eager for good happiness, but also have the courage to express themselves, love innocence, and like to experience the joy of life......"

“…… At the end of the advertisement, there is a comfortable life feeling, and the scene is full of Dove's silky fluttering, and the romantic expression xiàn shows that elegant and wonderful silky feeling. Of course, I would follow this attitude in the choice of background music. What I am looking for is a kind of spiritual calling, which is to awaken the interest of the public to actively taste the delicious taste of Dove and the enjoyment of the spirit. ”

Excellent verbal descriptive skills are one of the basic skills of a professional liar. The vivid language, the tone of the tone of the voice, the speed of speech of different speeds, and the rich expressions, the sweet and silky feeling jumps in front of you.

There's a play!

Xiao Xing's eyes lit up.

The big-nosed foreigner still said: "Do you plan to impress us with only guò language?" I mean, pictures, pictures are the most intuitive feelings. ”

I don't have time to make a slideshow!

Xiao Xing's mood fell to the bottom again.

Mai Xiaoyu smiled: "I'm sorry, I only found out about your company's solicitation of advertisements last night. But that's okay, my sketches are fantastic. ”

He beckoned to Xiaoxing and took the briefcase in the latter's hand, which contained two pencils and a wad of white paper.

Sitting indifferently in front of Aifen's senior management, mobilizing the advertising picture in his mind, Mai Xiaoyu turned into a humanoid photocopier, holding a pencil and constantly sketching and smearing, and Xiao Xiaoxing tacitly sharpened the pencil.

The bald foreigner frowned, glanced at the big-nosed foreigner, and shook his head dissatisfiedly.

Preparation speaks of attitude, and attitude determines a qiē.

What is the attitude of this young man......

Five minutes later, the first sketch was made, and chocolate-made satin wrapped around the girl's shoulder.

After another five minutes, a second sketch was made, and chocolate-made satin wrapped around the girl's arm.

The third ......

Fourth ......

Fifth ......

It's all about the interaction between a girl and a chocolate-made satin.

The girl's expression, the elegant silkiness of the satin, the beautiful picture outlined by the monochrome lines on the paper, and the brand image of "milk fragrant, silky feeling" jumped on the paper!

Very good attitude!

The bald foreigner frowned: "Unbelievable!" ”

Another foreigner held the sketch and asked: "As far as we know, Mengren Film and Television has only been established for two months, with a registered capital of one million and eleven employees, how can we believe that your company has the ability to shoot your creativity and these pictures?" ”

"Doesn't anyone want to know why I can finish a sketch in five minutes?" Mai Xiaoyu pointed to his head, "Because it's all here." ”