house.

A little after one o'clock in the afternoon.

After watching it for a while, Zhang Ye had already covered the quilt and slept contentedly, snoring one after another, he was stable, dreaming of his own sweet dreams, but the outside world and the Internet were still resounding with his legend at this time, a public welfare advertisement that usually feels very inconspicuous, a small smoking cessation advertisement that usually seems to be not paid attention to and worried about at all, but today it has led an overwhelming upsurge, which is a rare thing in the history of the Republic, causing heated discussions and shocks, and another myth in the advertising industry!

Mom was on the phone in the living room.

"See?" said Mom, smiling from ear to ear.

A neighbor on the other end said: "Look at it, your Xiao Ye really gives you a face, my old man watched the advertisement, usually three or four cigarettes an hour, but now I haven't smoked for an hour, Xiao Cao, if my wife can quit smoking, I have to thank your son." ”

Mom smiled: "Look at your polite Aunt Cui." ”

Aunt Cui said, "I'll get you some pine nut belly in the evening." ”

"No, there is a lot of food at home. Mom said politely.

Aunt Cui couldn't help but say: "I bought too much yesterday, I have to get you some, Xiao Ye also loved to eat small belly when he was a child, hehe, my grandson has just been admitted to college, that is, he is majoring in advertising, and he may not wait for college graduation in the future, and I have to trouble your Xiao Ye to help find a job, now it is difficult to find a job, and it is becoming more and more difficult to find employment, Xiao Ye is so famous in the advertising industry, and I want my grandson to learn more from him, even if I learn a little bit of your son's fur, I will not worry about staying in the advertising industry in the future." ”

The more my mother listened, the more beautiful she became, but she said: "Hey, what kind of ability does that kid have, Aunt Cui, you can come, take things, how many years have we been old neighbors, not so particular, after Xiao Yan graduates from college, you tell me, I asked my son to help him find a job, and it will definitely not be a good time." ”

Aunt Cui hurriedly said: "Then I'll thank you first, Xiaocao, don't bother, right?"

The old mother said: "What's the trouble, although my son's popularity is not very good, but he still has this face, you can rest assured, leave it to me." ”

After staying for a while, Zhang Ye's uncle also called.

Uncle said, "Sister, where is Xiao Ye?"

"What are you sleeping?" asked my mother.

The uncle was speechless and said: "I have to talk about him! It makes the advertisement also infiltrate! I see that I haven't eaten a few bites of food at noon, hurry up and let Xiao Ye find a new job, but don't go further and further on the road of public welfare, I just smoked this hobby, and almost let him serve a nest!"

Mom listened to the fun, "Hehe, you have it, it's not good to smoke less?" Xiao Ye made this advertisement to let you smokers quit smoking. ”

The uncle snorted, "I think it's for us." ”

……

There are also likes and scoldings on the Internet.

"Teacher Zhang, I hate you!"

"I thought that Zhang Ye had just experienced the collective criticism of the Peking University incident, and he had to be silent for a while, and he had to stop for a while, but I didn't think that it was only a few days, Mr. Zhang jumped out again, and the last time it was a war with the Japanese-Ben-people, this time Zhang Ye and your mother pointed the gun at us poor smokers, tears! Flip the table! Are we easy! This time we must boycott Zhang Ye! Resist smoking cessation ads!"

"Poof!"

"Boycott!"

"Hurry up and take down the ad!@京城电视台!"

"Yes, I thank you, take it off the shelves quickly, I think it's better than this advertisement, it's better than the previous black lung and bloody and violent smoking cessation advertisement! The new deal is really troublesome, why do you want to remove the previous bloody smoking cessation advertisement! Why! Is the person in charge of the public service advertisement review blind? Can't you feel that Zhang Ye's advertisement is more bloody and violent than the previous black lung advertisement!"

"BTV this advertisement, I don't want to watch it a second time after watching it once!"

"Zhang Ye really played a new trick with advertising!"

Although there is scolding, eighty percent of the "scolding" is to be added with double quotation marks, not a real scolding, more of a joke, or a full affirmation of Zhang Ye's advertising level, if it is an ordinary smoking cessation advertisement, smokers will watch it, and if they don't like it at most, they will choose to ignore it. The smoking cessation advertisement that can make a group of smokers collectively protest and resist is obviously not an ordinary advertisement, which shows that everyone can't see out of sight and calm down, which shows that this advertisement really scares people and really implants fear in the hearts of smokers!

It's curative!

That's exactly what PSAs are all about!

……

In the evening newspaper in the afternoon, newspapers in several places across the country reported on this shocking smoking cessation advertisement on Beijing TV.

A New Era of Public Service Advertising?

"The Scariest Smoking Cessation Advertisement in History!"

"Beijing TV joins forces with Zhang Ye again!"

"An ambiguous cooperation between the old club and the old employee!"

"How many years is Zhang Ye's advertising system ahead of the world?"

A Historic Breakthrough in Smoking Cessation Advertising!

"Zhang Ye - a darling of the advertising industry!"

Because public service advertisements are not the mainstream news route after all, there are not so many reports, but some limited reports have also attracted a lot of attention from the society, especially on the World No Tobacco Day, some newspapers and periodicals have also given this news a good layout position.

At eight o'clock in the evening, suddenly, a plagiarism incident appeared on the Internet news!

The first to release the news is the homepage of the news section of a large web portal, and the picture above is a bit similar to the public service advertisement of BTV-1, except that the cigarette is not composed of lungs, but the stomach, which is a stomach burning, and it is not a public service advertisement in the form of a video, but just a picture of the nature of the advertisement, the news pointed out that the picture was hung on the no-tobacco day promotion page by a Dutch TV media, except for some differences in form, its core element is obviously plagiarized from the republic's BTV-1 smoking cessation advertisement！

Netizens quit.

"This is obvious plagiarism!"

"The people from the TV station in the Netherlands must have watched Zhang Ye's work!"

"It should be regarded as a reference. ”

"Borrow a fart, what is this copying!"

"Sue them. ”

"@京城电视台, foreigners copy our ideas!"

"The first time, the first time a foreigner copied our public service advertisement, in the past, it was the advertising industry of our republic to learn the advanced advertising knowledge of others!"

"Although I am not happy with the plagiarism, I have to say that Zhang Ye really gave the Chinese people a breath of air, foreigners have come to learn and have been attracted to come, which also shows that the advertising level of our republic is no longer the backward level in the world!"

"Speaking of which, Zhang Ye is still powerful. ”

"Yes, there are always people who scold Zhang Ye for this and that, but you see, you still have to rely on Teacher Zhang to save the scene at the critical moment, or Teacher Zhang can give the Republic a boost! Although I also know that Teacher Zhang Ye has such and such shortcomings, such as personality, such as temper, but so what, no one is perfect, and the reason why geniuses are called geniuses is because they are different from ordinary people!"

"Always support Teacher Zhang Ye!"

"Yes, no matter what others say about you, in my eyes, you are the pride of the republic!"

At this time, an expert and scholar who was certified as a sociologist on Weibo stood up and said a paragraph, and he said slightly: "A few days ago, although I was also in. After the Peking University incident, I criticized Zhang Ye and felt that he had such and such problems, but I have to say that after watching this smoking cessation advertisement, I still admire Zhang Ye as a person, I am not a professional in advertising research, but even so, I can see how valuable this is an advertisement, I can see how good it is, I am not right about things, this time I have to give Zhang Ye a thumbs up!"

This time, Zhang Ye's works have no large-scale controversy as before, everyone's tone is very consistent, and almost all of the whole society has positive evaluations, because this is a public service advertisement, and Zhang Ye's CCTV public service advertisement excerpted from his earth does not have any flaws, it is very perfect, just like what some netizens said, even if the specific elements of quitting smoking are put aside, the advertisement is also an art, and it is a peak advertising art that can be appreciated from multiple angles!

……

This night.

People from several advertising agencies or advertising departments of relevant TV stations across the country are working overtime.

Everyone sat there and watched the BTV-1 set of smoking cessation advertisements over and over again according to the requirements of the leader, ten, fifteen, twenty times, tirelessly!

"That's amazing!"

"This music is just right!"

"The finishing touch is the breathing sound, I really don't know how Zhang Ye thought of it, you try to silence the breathing sound, if this is missing, this advertisement is not so strong at all!"

"Yes, the first time I watched it, I only thought it was scary, and I felt that this advertisement won on the creativity of the cigarette that made up the lungs, but after watching it more than a dozen times, I found that it was not so simple at all, from the first few seconds of 'meaningless' excessive foreshadowing, to the music, to the sound, to the light, it was too finely crafted, and every step was the most exquisite advertising art......! Are you really sure he's a broadcaster?"

"Alas, it's really incomparable to man. ”

"Dutch TV stations have plagiarized Zhang Ye's advertisements, this thing is really strange, it hasn't happened in history, right?

"They still have a vision and know the value of this advertisement. ”

Analyse!

Study!

Re-analysis!

Some advertising companies do not do public service advertisements and never accept this kind of advertising cases, but they are still in meetings to discuss, studying the details on the screen and related core elements again and again, they are not for the future to enter the public welfare, but the advertising system is the same, just like the previous study of Zhang Ye's brain gold advertising, this style they may not necessarily use, nor necessarily have to imitate, but you must know where it succeeds, you must know what the core elements of its attraction are, absorb, learn, so as to increase their own level, in order to cope with the advertising industry that is increasingly stuck in a bottleneck。 If you don't make progress, you will only be eliminated!

Zhang Ye's several advertisements have undoubtedly opened a new door to the advertising industry of the Republic!