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"Mr. Fang!"

"Mr. Knight!"

On the morning of the next day, Fang Jianhui met with Phil Knight, founder and president of Nike, and Kendal, president of PepsiCo.

Fang Jianhui is not short of money, after meeting the requirement of 'endorsement fee of not less than 5 million US dollars' - this requirement is to match his identity - it does not matter if there is more or less money, what he values is sincerity.

After looking at the cooperation plans submitted by various companies, Fang Jianhui found that Nike and Pepsi were the most sincere, which can be seen from the fact that their president came to the door in person regardless of it.

Nike is willing to offer $6 million a year in endorsement fees — an additional $1 million for each gold medal if he wins gold at the Olympics — and has promised to sponsor Fang Jianhui if he holds concerts in the future. They knew that Fang Jianhui was busy, and they didn't expect Fang Jianhui to stand up for them everywhere, Nike's request was only for Fang Jianhui to shoot a commercial for Nike every year.

"I agree in principle to cooperate with your company. Fang Jianhui shook Knight's hand: "It's just about commercials - you know, I'm a filmmaker myself - I hope I can be the director." ”

"Of course that's fine. Knight agreed very happily, originally, in this world, few people dare to say that making movies can be better than Fang Jianhui: "Actually, if Mr. Fang has a good advertising idea, it is no problem for you to write the screenplay." ”

"Oh. Fang Jianhui patted his head: "As soon as you say that, I have an idea now." ”

"I want to hear about it. ”

"Here's how I thought of it: In the commercial, I'm a Nike running shoe experimenter, in the lab, a group of dummies in miniskirts are lined up, and I'm wearing Nike's new running shoes, running past the models with all my might, and the wind that blows the miniskirts on the models' miniskirts flutters in the wind. At the end of the mannequin, there was a real young girl, and the wind when I ran also brought up her short skirt, making her shy and hurry to hide her skirt. ”

As soon as Knight heard it, he knew that the idea was very good, and he was also a person who had seen the movie: "The last act of covering the skirt is a tribute to Marilyn Monroe?"

"Hmm. Fang Jianhui nodded: "What do you think?"

This advertisement not only makes good use of Fang Jianhui's personal characteristics, that is, he runs fast and handsome, but also highlights the characteristics of Nike running shoes that are brisk and of good quality.

"I think it's very good. Knight complimented. Fang Jianhui's level of filmmaking is well known to the world, even if he shoots a MV, he can sell hundreds of millions of dollars, how can he doubt the idea he proposes unless his head is broken?

"There are actually several versions of this commercial. Fang Jianhui said again: "The last young girl can be replaced according to the actual situation." For example, when broadcasting in Asian countries, you can find a Japanese girl, in Europe, you can find a French girl, and in the United States, you can find an American girl. ”

"Wonderful!" said Knight. The girls are local, which can significantly shorten the distance with local consumers and make advertising more effective.

"By the way, I have another idea coming to mind. ”

"Oh. "Knight is really surprised, although the signing party Jianhui has spent a lot of money, but just with his incessant genius ideas, it is already worth it.

"This is an inspirational ad with the theme 'Live Your Greatness'. Fang Jianhui introduced: "You look for a little fat man, fourteen or fifteen years old, the kind full of fat." On an empty road, the little fat man ran over from a distance, sweating and panting, the camera slowly retreated, and the little fat man slowly ran closer. ”

"The scenes and shots of this commercial are simple, and the focus is on the narration. Fang Jianhui said: "In the process of the little fat man running all the way, the narrator can be like this: greatness comes from hard work. However, too many people think that greatness comes from talent. Only those who are selected are eligible to have, such as geniuses, and superstars. The rest of the people could only stand and watch. Greatness is not a rare strand of DNA, nor is it a high-priced thing, greatness is like breathing, nothing special. We all have the power to achieve greatness. All of us. Live your greatness. ”

Knight savored it, and the more he tasted it, the more he admired Fang Jianhui, under the fame, it was really true, how did this person's head grow?

These two advertisements are for superstars and ordinary people, allowing different types of consumers to take what they need. Moreover, both commercials are very simple to shoot.

"Mr. Fang, with this idea, I should pay you 1 million. ”

"We're friends, and this is free. ”

Knight joked, "If Mr. Fang doesn't want to make movies one day, I welcome you to come to our company as an advertising director." ”

"Hahaha!" Fang Jianhui smiled: "Thank you, thank you, it seems that my life after retirement has been settled." ”

"Hahahaha. The two laughed together.

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Next, Fang Jianhui met with Kendal, president of PepsiCo.

Pepsi's sincerity is also very strong, and directly gave him a sky-high endorsement fee of 10 million US dollars per year, and he did not care about his performance in the Olympics. Considering Fang Jianhui's time, his obligation as a spokesperson is only to provide portrait rights and shoot an advertising film for Pepsi every year.

The atmosphere of the meeting between the two was harmonious, and there was no objection to the way of cooperation, and the meeting was basically spent exchanging feelings and discussing advertising ideas.

Fang Jianhui's main business is film and television, and a movie of one or two hours can be easily controlled, and a few minutes of advertising is naturally not a problem, with his ability, it is no exaggeration to say that advertising creativity is basically coming out of his mouth.

"Mr. Kendal. Fang Jianhui said: "Your company's slogan is: Pepsi - the choice of the new generation. My creative revolves around this slogan. ”

"On the streets of San Francisco, a group of little boys are bouncing and dancing together. Because of the good way of dancing, it caught my attention in the hotel, and I walked to the children with a few side dancers. Among them, there was a child holding a Pepsi Coke, jumping back in space, drinking Pepsi, and in a blink of an eye, he was pleasantly surprised to find that I was in front of him. ”

Without saying a word, I joined them with my dance partner, singing and dancing to the rhythm of the music. After a while, I led people away, and the children were reluctant, and I waved goodbye to them. THE CHILDREN WERE SO EXCITED THAT THEY HAD JUST DANCED WITH THEIR IDOLS THAT THEY RAISED THEIR ARMS AND CHEERED!

The ad showcased Fong's strengths – singing and dancing, and fitting perfectly with Pepsi's slogan, packaging itself as the choice of the younger generation to highlight Coca-Cola's 'old, outdated' image.

As soon as Kendal heard it, he knew that it was very suitable: "Mr. Fang is talented, just do what you want." ”

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The third brand chosen by Fang Jianhui is Germany's BMW.

During the filming of "Pretty Woman", BMW spent a lot of money on sponsorship, and the two sides have long been related. Now, before the movie is released and the publicity effect is still unknown, BMW is once again giving him an endorsement fee of up to $6 million a year, and will also provide him with five of its most advanced cars for free use.

is so full of sincerity, how can Fang Jianhui refuse, after meeting with the president of BMW, his endorsement event will be settled.

The rest of the companies are either insincere and stingy, such as Adidas who offered him $4 million a year, and after he won the Olympic championship, he would add it to $5 million, playing a $500 bottom line. Either he asks too much of him, how many events he has to attend in a year, and he has to mention the brand in public, so that he loses interest at first glance. There is also a poor image of the company, Fang Jianhui does not want to ruin his reputation and so on.

After the meeting, Fang Jianhui immediately gave instructions to William of Wall Street to buy the shares of the three companies.

You must know that he is not an ordinary star, Fang Jianhui is not only a superstar, but also a big capitalist. A few million dollars in endorsement fees are small money, but the appreciation of the company's stock price is big money. He is very confident in the effect of his endorsement and feels that the stock prices of these three companies are worth being optimistic about in the long run.

Nike and Pepsi are both listed on the New York Stock Exchange, BMW is listed on the Frankfurt Stock Exchange in West Germany, and Fang Jianhui is not greedy, and decided to buy about 10% of each company's shares. With the current market capitalization of the three companies - Nike about $400 million, PepsiCo about $3 billion, and BMW about $4 billion, the total cost is about $800 million.