"It's a tragedy this year, I was forced by the boss to watch "Speak for Myself" some time ago, and now the boss wants us to watch "Pantene, I Can Style", that tone, that look, looking at us is no different from watching an idiot. Mom, Bai Yuhan, don't appear in front of your brother, see if I don't kill you! ”

In the Internet era, in marketing, things that are widely disseminated will always be repeatedly taken out for study, study its communication methods, study its successes, summarize all its experiences, and analyze a set of theories. In particular, the industries and professions that are closely related.

After "Speak for Yourself" became popular on the Internet, almost half of China's advertising professionals have studied its communication methods, and summarized it as catering to the voices of grassroots netizens and a group of growing young people. Some advertising majors even use this advertisement as a case study to teach.

And now, "Pantene, I Can Type" has gone crazy with the same speed of virus transmission, which has made these related people nervous.

Advertising, who does not want their advertising, has a wide impact.

But often the well-crafted advertisements are not cared for at all, and the audience wants to turn the table and turn their heads as soon as they see it. This time, Bai Yuhan won again, the 4 minutes and 05 seconds of the advertisement, it is obvious that it cannot be broadcast on CCTV and various David TV, and he can't afford to give that money, but the influence is not less at all.

There is no need to think about how to attract more popularity, and the majority of netizens spontaneously advertised for (one) (book) [read] the novel ybdu.

What makes these advertisers even more jealous is that it is just an advertisement, and it has received rave reviews, and many netizens have left messages and cried. I was moved to see it.

"Touched by a yarn, it's just an advertisement!" One was scolded by the boss for having no new ideas. and was ordered to go home and watch "Pantene, I Can Style" a hundred times. Looking at the video on the computer, and the blind evaluation below, he raised his middle finger fiercely.

There are those who are jealous and angry, and there are those who study seriously.

For example, a student forum majoring in advertising had a quarrel, and some people appreciated Pantene's advertisement and thought that with a tear-jerking inspirational advertisement, the Pantene brand was successfully implanted in it, establishing a good image for Pantene. Some people don't think so. On the contrary, I feel that this is a failed advertisement, because from beginning to end, this advertisement can be an advertisement for a violin, or an advertisement for clothes, and it cannot reflect the uniqueness of the shampoo advertisement at all.

"Could it be that a few close-ups of the hair can be called shampoo commercials, from which point can you feel the influence of Pantene on this little girl. Or the similarities? ”

"If you think so, it's because you're too superficial. You didn't have any connection to Pantene's intention to shoot this advertisement, this is not a casual little story. ”

"Tell me how Pantene has depth."

"You know about local protectionism. Pantene's sales in China, why can't the situation be opened for a long time, because after some domestic brands have become bigger. Join forces with local protectionism to curb Pantene's sales. So. The 60-year-old brand of Pantene can't even keep the market boss. At this time. Pantene's intention in filming this advertisement is self-evident, not only to establish her own brand, but also to tell competitors that no conspiracy can defeat Pantene, and Pantene is the real shampoo boss. ”

"You're too far-fetched."

"What's so far-fetched about this, advertising, itself is a wide advertisement, in addition to telling consumers, it can naturally tell competitors. The so-called marketing kung fu is inside, but also outside, the blow to the minds of competitors, even more important than buying the minds of consumers, the market is so big, there are so many brands, and there are so many companies competing for the market. ”

"I think that if Pantene really wants to establish her brand status, she should find celebrity endorsements, shoot advertisements within one minute, and place them on CCTV and satellite TV, instead of the Internet. No matter how crazy the Internet is, the audience is only a niche. ”

"Above, didn't Pantene shoot two commercials, this one tells a story, and the other one doesn't know, but I invited Zhang Ziyi, Liu Yifei and Lin Xinru to shoot commercials, it shouldn't be difficult to explain the problem. Just look at this advertisement, it is right not to invite celebrities, because from the beginning, the target of the catch is the general public, you put Lin Chiling up to scratch her head and make a gesture, isn't this a cold consumer. ”

"Don't you think four minutes of advertising time is too long?"

"It's not a product advertisement, it's a brand placement, and now the effect on the Internet doesn't feel worse than on the TV station...... And, in any case, when we discuss this advertisement for Pantene here, the purpose of Pantene and the author has already been achieved. ”

Procter & Gamble China does feel that its goal has been achieved, and "Pantene, I Can Style" is simply unexpectedly praised, which is a big long face for the brand Pantene.

As the director of the Propaganda Department, Liu Zhanpeng, while being complacent, also had a little regret, because he felt that so much propaganda before seemed to be useless. Whether it is publicized or not, as long as this advertisement comes out, the effect is the same.

There is no accurate data on Pantene's sales feedback from all over the country, but the distribution volume of the store has made a qualitative leap, and the agents naturally have no shortage of visionary ones, and they have a premonition of the arrival of a wave of sales peaks, and they have increased the distribution of Pantene shampoo as early as possible.

In particular, they also know that the advertisement of Pantene's other three-star collaboration will be launched within this year, and they believe that under a combination of Procter & Gamble China's set of punches, Pantene's brand will restore its status as a big sister, which is just around the corner.

"Cooperating with Bai Yuhan to shoot an advertisement is the most correct decision I made this year!" Liu Zhanpeng listened to his subordinates' report on the effect of the advertisement, and felt that he was estimated to be promoted again, "I heard that the general manager of the Procter & Gamble headquarters, who is in charge of all the publicity business in Greater China, has a physical problem, and the headquarters is interested in looking for a replacement, can I fight for it." If "Steadfastness Makes You Shine" is also a big success, no one is more competitive than me, right? ”

……

Not to mention Liu Zhanpeng's ambitions.

also does not mention "Pantene, I Can Style", which is still spreading wildly.

The initiator, Bai Yuhan, is waiting quietly in the crew at the moment. Because today, Saturday, December 16th. The current first sister in the entertainment industry rushed to Hollywood's actress Zhang Ziyi. I want to come to the crew to shoot the last part of the shot of "Steadfastness Makes You More Shine", and when this set of shots is completed, it can be post-produced and will be launched soon.

As early as two days ago, "Our Time" was finished.

After filming this advertisement, and then filming "Firmness Makes You More Shine", Bai Yuhan does not plan to shoot any more commercials.

Maybe I feel that I have lost in the field of advertising, or maybe I feel that I have accumulated enough, and it is time to try to a higher level. Now there are several directors in the studio. If you take the advertisement, you can arrange for them to shoot. He specializes in TV series and movies.

From the very beginning, Bai Yuhan has not forgotten that he wants to become a real director.

If the director doesn't make a movie, what can he compare.

Of course, it is also quite emotional to become a superstar among actors, but it is a pity that he is making waves on the Internet, and no director has taken a fancy to him. invited him to be the leading actor, and even the supporting actor didn't invite him. I have to say that the tall "artists" in the entertainment industry still despise the Internet. despises Bai Yuhan's grassroots who have risen from the Internet.

"What if you look down on me?"

Bai Yuhan leaned back in his chair and thought narcissistically: "Seven Joy Creative Advertising has been in the classroom of the play, and "Speak for Yourself" has become a compulsory course for advertising majors. "The Tuner" was also brought to class by several old professors from Nortel, Shangju, and Chinese Opera. I can type" not to mention, definitely advertising, film and television majors. It should be studied and then taught. ”

"In the future, this group of students will go out of the society and see me, so they can't be called a teacher. It's fun to think about, although I'm not famous, but you are all studying me, whether you admit it or not, I walk more steadfast than anyone else! ”

There are many roads, since he has chosen to play his own and take a new entertainment route, Bai Yuhan will not feel sorry for himself because of these cold spots.

Not for y.y for long, today's protagonist, Zhang Ziyi, has arrived.

With several assistants, bodyguards, and agents, it was like the eldest sister appearing on the stage.

"Miss Zhang Ziyi, hello." Bai Yuhan stepped forward, ready to say hello and shake hands.

However, Zhang Ziyi's assistant stood in the way: "Hello, Zhang Ziyi still has two notices to catch, so let's not be polite and polite, can we start filming directly?" ”

"Of course, Xu Wan, you take Miss Zhang Ziyi backstage to put on makeup."

"No need, we have our own makeup artist, you are the director, you can arrange makeup while explaining the scene, we are in a hurry, okay?" The assistant said again.

The shelves are really big.

Bai Yuhan sneered, still enthusiastic on the surface: "Okay, let's go to the dressing room and talk." ”

When he arrived at the dressing room, Zhang Ziyi's own makeup artist immediately took out his tools, and after learning the image that Zhang Ziyi needed, he began to get busy. Bai Yuhan was on the side, talking to Zhang Ziyi about the scenes to be filmed.

"Miss Zhang, wait a minute, you have to change into a yellow dress and a small vest, walk confidently from one side of the road to the other, and then take off the vest and hold it in your hand. We'll shoot three different angles of the shot, and we'll give you a close-up of your facial expressions, and the last one, where you'll start with the camera, turn around, and walk forward. ”

"Is that all these shots?" Zhang Ziyi asked.

"Yes, just shoot that. I deliberately drew the composition script, you can take a look. Bai Yuhan said and handed over a few drawings.

Zhang Ziyi then looked at it and said, "Don't worry, director, I know, I will perform according to the director's requirements in a while." ”

"Okay, you put on makeup first, and after putting on makeup, I'll arrange someone to take you to the shooting location."

Although Zhang Ziyi is a celebrity and is usually difficult to see, but after seeing it, Bai Yuhan doesn't feel anything special, compared with the goddess style on TV, it is much more real and faded a lot, and the most important thing is that it doesn't seem to be so beautiful.

This reminded Bai Yuhan of an ancient sentence.

"You can look at it from a distance, but you can't play with it." (To be continued......)

PS: Thanks to the ten golden eggs of the winged demon's vest, and thanks to the "depressed", sleeppingcat, the rat that cut down the tree, and the wo who is trapped in place for the reward.

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