Xiaomi's new copywriting made some people cry

Xiaomi 14 Ultra’s Father’s Day copy “It’s OK, Dad” is touching and explores the redefinition of the role of father. It is suitable for readers who are interested in brand marketing and humanistic care.

Some people say that the first growth of a child is to accept the ordinariness of his parents. And the first growth of an adult is to discover that money is not easy to make. So in this way, the real growth may be to accept the reality that parents can't make a lot of money. After all, most people are destined not to become rich second generation. On Father's Day, a holiday that many businesses are too lazy to market, Xiaomi 14 Ultra launched a video called "It's Okay, Dad" to tell fathers that it's okay not to make money.

The implicit meaning is that just do your best. Although everyone wants to live a rich life, sometimes how much money you can make is not determined by how hard you work.

Some people are born in Rome, some are born to be cattle and horses. When it comes to your own life, just do your best, that's enough.

Copywriter:

It’s okay if you don’t make money, Dad.

Because making money is hard.

I only learned this when I grew up.

If you can't hold on to your business, give it up.

It's okay

"Just do your best" That's what you said to me

Sick leave

The earth will find a way to turn on its own

It doesn't matter

I really don't understand the ways of the world.

It doesn't matter.

When I leave the campus

Held several meetings

After a few drinks

Just know

You've done a great job

Can't wear clothes

It doesn't matter

Clothes

No matter how you wear it, it doesn't look good

But it looks good no matter how you wear it

Eight Treasure Porridge in the Trunk

If you keep it for too long, throw it away.

Go out no matter how busy

Sit down and eat on time

It's okay

I can't drink much

Can't play mahjong

Don't dare to kill fish

Fear of speaking in public

It doesn't matter

If you cry while listening to music or watching movies

It doesn't matter

And dad is dad.

Not a mountain, not an umbrella, not a tree

The weight of the word "Dad"

Can it be lighter?

Wait a minute, I'll help you.

The dust and the white hair

There is also tall, thick, forbearing, strong and great

These words brush off your shoulders

Only the more real

And more importantly

Those

We won't say it easily.

What everyone calls love

Walk lightly through life

It's ok, Dad.

——Using photos to convey love and understanding, Xiaomi wishes all fathers a happy and relaxed life

The copywriter used a long paragraph to explain a simple truth: Father is also a person. He is not a mountain, so he may not be able to support the world for you. He is not a tree, so he may not be able to block all the wind and rain for you. A father is a father, literally. Just like what the copywriter said, a father may not make much money, does not understand the ways of the world, does not know how to dress, and may not even know how to drink, kill fish, play mahjong, and has social phobia, but many people are not good at these things, just like a mother is a mother, not someone who washes clothes, cooks, sweeps the floor, or takes care of the kids.

Perhaps the most touching part of the copy is that it breaks these stereotypes, and shakes off the "tall, heavy, forbearing, strong and great" qualities that traditional Father's Day attributes to fathers, allowing fathers to be fathers again, and Father's Day to be a father's holiday again, pure and beautiful.

In addition to this moving proposition, the copy itself is also very wonderful

01

"Just do your best", this is what you said to me. You can take a vacation if you are sick. The earth will find a way to rotate itself. It doesn't matter. Just like Russell said: "Thinking that one's work is very important is often a precursor to mental disorder." Many people always feel that taking a vacation will delay things, but in fact, there is no need to do so. The earth will find a way to rotate itself, and things will find a way to find someone to do them.

02

Wait a minute, let me help you, brush off the dust and the white hair, as well as the words tall, heavy, forbearing, strong, and great, from your shoulders. It is a very vivid metaphor, just like sweeping away dust, gently brushing off these heavy labels, making the word "dad" lighter and lighter.

03

Dad is Dad, not a mountain, not an umbrella, not a big tree. The weight of the word "Dad" can be lighter.

"Dad is Dad, not a mountain, not an umbrella, not a big tree." This is very humanistic and reflects Xiaomi's care for humanity and emotions.

The only complaint is that as soon as the film was released, Xiaomi posted a poster on Weibo - comparing the father to an umbrella, what a reverse linkage.

In fact, Xiaomi’s road to high-end mobile phones was not smooth at the beginning, but the turning point was Xiaomi’s humanistic imaging strategy.

In order to enter the high-end market, Xiaomi once pushed the imaging parameters of its mobile phones to the limit, and had almost no rivals in running scores. But what’s interesting is that such a high configuration has only average market performance.

After the failure of Xiaomi 11 and 12, Xiaomi continued to create 13, cooperating with Leica on imaging functions, integrating the humanistic feelings of Leica imaging, and put forward the imaging concept of "surpassing the human eye and perceiving the human heart", breaking Xiaomi's past excessive focus on hardware parameters. In its high-end strategy, Xiaomi paid more attention to the aesthetics and humanistic feelings of imaging, moving towards a higher dimensional pursuit, and then ushered in the huge success of Xiaomi 13 Ultra.

In the earliest times, mobile phones were tools for making calls. In the era of smartphones, mobile phones became tools for surfing the Internet. Now, mobile phones have become a window into lifestyle, or a "humanistic technology product." Xiaomi's humanistic imaging concept actually conforms to the transformation of mobile phones from smart products to humanistic products.

In terms of communication, Xiaomi's advertisements are also trying to break away from the conventional narrative of mobile phone advertisements and instead create a relaxing temperament that goes deep into daily life. The more representative ones are last year's Xiaomi 13 Ultra "All the Idleness on a Street" and Xiaomi's Father's Day commercial "Father's Day". They are all continuing to go deep into life through images and establish an emotional connection with everyone's daily life.

Especially last year's "Father's Day", aimed at the implicit and deep Chinese fatherly love, the love that children have for their parents that is difficult to express, and the blessings that only stay on their lips, were turned into actions that come out - bravely expressing love by kissing their fathers. The so-called family affection means having the courage to kiss.

The actors in the commercial are all real fathers and sons, and fathers and daughters. The first half makes you laugh while watching, and the second half makes you cry. The film has no copy, but it vividly expresses the concept of humanistic images of "going beyond the human eye and perceiving the human heart". Some people complained that it is impossible for Chinese people to do this, which is too awkward. Director Liu Dapeng personally participated in the battle in the comment area, saying that he also thought it was difficult before filming, but after the execution, he wanted to say to those who questioned: "Just because you can't does not mean that others can't". Finally, here are a few posters of Xiaomi's "Father's Day", the copy is very good.

I kissed my father twice at the wedding. The first time, I didn't mean to make him cry. The second time, I did it to make him laugh on purpose, to disturb the old professor's peace. All you need to do is fail a test in adolescence or give him a kiss at the age of 38. Others would send him to the station and go home. My father insisted on buying a ticket and sending me to the car. He always insisted on doing more. Like if I kissed him, he would return the favor. I had a drinking contest with my father, and I never won. Today I cheated, and look how I got him drunk. The money for my family was paid by my father. Later, when I became his co-worker, I finally understood where the money came from. Dad, you must have worked hard all these years. When my father passed away, I left his portrait in my hometown. I wanted to stay away from the sadness, but I haven't seen him for three years, and I really miss him.

Author: Kuang Shisan; Source public account: Free postage for copywriting (ID: 940929)