Original title: Stand up creatively | Advertising industry’s own stand-up comedy king @王left director
The advertising industry has its own way of saying, “Don’t get burned after watching it.”
Just like in today’s AI short dramas, you can know the next development of the story when you see the protagonist selling something.“First stick to the rules, then the road will become wider and wider” “Aren’t you afraid of losing money? Afraid, even more afraid that the accounts cannot be sorted out” “You can take away the shop, but you can’t take away people’s hearts” “I’m finally getting better; um, I want to be stable” “It’s a bit expensive” “I feel comfortable after eating, and I don’t feel heartbroken when I work in the afternoon”now when A Guang watches the film directed by @王zuo, he understands it by heart. Everything goes back to the original unity and goes round and round, and he will come back to this director’s family motto:
From then on, we no longer talked about the family of origin or East Asian NPD parents, nor did we care about the damage to the prefrontal lobes and high cortisol. Hiro concentrated on eating Hiroko without heartburn, and when he opened his eyes –study! There’s no end to the fun of learning this way!
1. The last person in the world who doesn’t love himself
All in Li Taibai’s way of spending money
Thanks to the rapid development of AI technology, in the new 21st century,Li Taibai, the greatest madman of all time, has also begun to talk to us in advertisements about how to spend money in his old age.
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In “Who Says Li Bai Is a Prodigal Son”, “I spent all my money on my family, two million, and the emperor didn’t even give me enough to spend!” A joking opening sentence instantly broke the thousand-year time and space barrier, and then everything started to get “chaotic” in the sharing. There were 5 money-spending philosophies shared by this man:
1. Spend money as early as possible:Seeing the same scenery at the age of sixteen is a completely different experience than seeing it at the age of sixty.
2. Spend a little money:Don’t think about having enough money to enjoy yourself to the fullest. What supports your life is actually not a few big happiness, but a series of small happiness.
3. Spend it on long-lasting love:Spend money for love, and happiness will be returned daily and continuously.
Also, spend money on your friends to enjoy two pleasures, and spend money on pleasure. It completely weaves together your life experience, character charm and handed down poems of Brother Bai, re-illuminating the uninhibited soul of the most handsome brother in the Tang Dynasty who enjoys the present and explores all things.
From the confidence of a wealthy family when he was a boy, “I didn’t know the moon when I was young, it was called a white jade plate”, to living in seclusion in Dakuang Mountain and treating starlings and parrots as guests;
From studying under the sword master Pei Min to cast the youthful spirit into the 107 “sword” characters in the poem, to exchanging wine with his old friend “Qianjinqiu” after giving back the gold…
These allusions that we have recited countless times have now become evidence of his passionate embrace of life.
When it comes to loving yourself to death, this man has already revealed the truth. What you spend money on is never the material itself, but the experience of seeing the world at a young age, the ever-lasting love, the precious happiness spent with close friends, and the grand joy that will not be let down. This kind of poetic aesthetics and personality charm reached its peak in the heroic cry of “I will come back after all the money I have lost”.
The advertisement slowly rises at this time, continuing the unhealthy but heroic consumption concept of “If you spend a lot of money, you will come back again”, “Minsheng Sam’s co-branded credit card, rebates on every dollar” is rewritten into a “healthy” consumption concept that is more suitable for modern society, so that “if you spend a lot of money, you will come back again”.What else is there to say? 0 people guessed that this is Guang! At this point, you must remember to give a gorgeous settlement to Xiao Li, who has thoroughly implemented the YOLO concept.
ps: Anyone who knows Li Bai can clarify, is this still the “Gift to Wang Lun” that I have learned? From now on, spend money on the people you like and get two sources of happiness bybike:“Taibai, how can I live without you!” (Ancient Costume Ver.).
2. Meta-deconstruction | Deconstruction of deconstruction of deconstruction
High-end advertising often only requires simple cooking
We in the advertising world have our own “Apocalypse of Pretending.” I’ve had enough of playing ancient IPs.Director Wang turned around and raked the plowshare of deconstruction towards the pretentious philosophies in modern commercial advertisements.
1. An unconventional trilogy, opened in a luxury way…
This man very keenly grasped the common problems of some high-end blockbusters:Overloaded with big words, sublimated logic, world-weary aristocratic languor, and never speak human words.Therefore, in this set of deconstructive techniques, the first one to bear the brunt is “GDSD” (Guangdong Province Stool) – “On how a 5-yuan plastic stool on the street can be photographed with a high-end texture.”
In terms of color, all the primary color prefixes have a certain “accent”: the Chinese-style “Crimson Red”, “Tianshui Bi” and “Xianyun Pink”, and the high-end international style “Cartier Red”, “Tiffany Blue” and “Schiaparelli Pink”.The more familiar things are, the less recognizable they will be when photographed.
Model watch tubes are still required to maintain “a sense of indifference and world-weariness after all desires are satisfied” – that is, a sense of nobility; the golden sayings still love to refute “real classics never chase classics” and “not to be seen but not to be ignored.” When you are familiar with and master“It’s not…but…” “The real…never…”Sentence pattern, congratulations! So close to luxury advertising copy! But it’s also far away from people!
Can’t find this function? No, no, no, we say, “A truly calm person never rushes to rely on anything.”
Finally, I give you a Thunderbolt LOGO “GDSD” (Guangdong Provincial Stool) to end this ridiculous and hearty teaching journey.
In the comment area, you can immediately learn and use it and submit the paper flexibly: “Remember, functions cannot be said to be functions.”
“Don’t other provinces sell this stool?” “The real choice is to decide where to sit.”
“There may be less in other places” “If there are no options, create options.”
“Not all plastic stools are GDSD.”
This teaching is really authoritative.Director Wang: You are the best class of students I have ever taught! Also in the same series is “Opening the Three Bounces in the Way of a Car Movie”.
Always running into the wilderness, never having a destination, always a five-piece set of tunnels, steering wheels, wheel hub low positions, close-ups of turns and life insights, always putting together some incomprehensible configuration introductions, never arriving, always setting off… So, our SAM.BENZ SL500 is newly launched.
PS: It can also be Zhenqiong.
It can also be: a new generation of Mercedes-Benz. See the future!
The protagonist of the last one is flip-flops – “How to Make Flip-Flops Look Unaffordable”.
“Slippers are not a compromise” and “comfort is not a compromise.”
“All clothes are not clothes, they are meant to express dissatisfaction and dress up.” I still value it, still rebel, and still do it with the feeling that I must make a wise statement.
Still “TERMES Thomas”.
For the 10,086th time, netizens in the comment area talked about bybike’s success in luxury goods with simple style: “This is the flavor.”
“Don’t be seen by Balenciaga. All clothes are not clothes, they are to express disobedience and dress up.”
I’m totally hooked. How many luxury goods advertisements have I watched?If the speculation continues like this, we will no longer be able to afford stainless steel basins. How can we support us to enter a period of pure living?
OS: I’m kidding, this time it’s not that we were told a price to make us give up, but now we were happy to hear the price. It should cost a few R’s❤️.
2. A can of milk powder earns Party A four times, and the TVC is made into a family portrait
Faced with the ultimate proposition of “how to make a can of milk powder look high-end”, Director Wang switched to four universes in one go:Apple style, luxury style, Hong Kong style, CCTV style.
Apple style emphasizes conciseness, high-end copywriting and multi-purpose, so the picture is clean, the milk powder can is the only actor, and silence is high-end. Luxury goods style is restrained and gorgeous, writing consumption as inheritance: “Innocence is fleeting, but protection is eternal.” Hong Kong style is about emotions, and the more specific a common thing is described, the more advanced it is. So frame extraction, slow motion, numbers, Wong Kar-wai style monologues, and a can of milk powder can bring back half a lifetime of memories. CCTV has a grand style, and ingenuity and humanistic care are essential:Aerial photography, parallelism, group portraits, and a can of milk powder support the narrative of family and country.
The same can of milk powder, four universes. What Director Wang shoots is never the product, but the advertising routine itself——Use magic to defeat magic, use pretense to deconstruct pretense.
3. The humanistic texture that overflows the screen
Good insights come from life
Taking off the pretense, Director Wang turned the camera from a spoof of deconstruction back to the most real human fireworks. Excellent advertisers never create dreams out of thin air, but help the audience see the real life that already exists but has been ignored.
1. Three rooms and one living room museum
In “Three Rooms and One Hall Museum”, my hometown is jokingly called “the only AAAAA scenic spot for family fun in the country”.
Enamel basins, old sheets, a nostalgic atmosphere, and familiar objects evoke common emotional memories for everyone.
The old TV that was only turned on during the Spring Festival Gala has become a ceremonial device;
My mother’s craft of “saving things from bag to bag” has become an intangible cultural heritage item;
Dad’s unwavering rule of sitting on the bed and his obsession with drinking hot tea constitute the strictest ancestral precepts in the family.
These detritus, patinated with age, transformed into the warmth of a Chinese family along with a bottle of Chinese liquor.The closing sentence, “The management of scenic spots is procrastinating, the supporting facilities are old, and the services are lacking, but the core of travel is to pack up and start again.” The meaning of travel and the sense of familiarity and warmth of home are aligned on the same time and space line, calibrating our inner feelings. Let us see that the best scenery may not be far away, but may also be in those old times that have not changed for decades.
2. People are a copy of the land beneath their feet.
As revealed in Director Wang’s short film on folk customs, there is always some kind of profound intertext between people and the land.
He photographed more than a hundred places and finally came to the conclusion that people are the product of geography.People who gallop on the grasslands are naturally more rugged, and people who grew up by the sea are more likely to dare to brave the waves. People from the Northeast can hardly survive the long winter if they don’t know how to do regular chores. The wind and sand blow in the northwest, and the world is vast, so how can people be narrow-minded?
The vegetation in the mountains and forests, the steaming New Year fireworks, the folk crafts passed down from generation to generation, and even a look in the eye or a distant song, all silently tell the foundation of life. Memory gives a person roots, while skills give a nation a soul.The camera goes around and around, but what it finally settles on is still the simplest and most sincere human background, and a subtle metaphor makes each of us feel a strong sense of attachment to the land under our feet that we have grown up on since childhood.
Conclusion
Director Wang Zuo’s shrewdness and cuteness,
Because he can “talk nonsense” seriouslyusing extreme humor to deconstruct those seemingly unattainable pretensions;
And when the camera is zoomed in,Use an extremely delicate perspective to express the most passionate true feelings in life.
Not only does watching his commercials not cause heartburn, but it feels like eating a bowl of Yang Chun Noodles that makes your stomach unsatisfactory——It’s plain yet flavorful, and the aftertaste is wonderful.
So…are there any people who are as obsessed with @王zuo’s commercials as A Guang?
