6 recent favorite cases

Are you still racking your brains for copywriting? After reading this article, you will stimulate your unlimited creative potential. Here you can find the secret of the rise of vegetable literature, discover the unexpectedness of hip-hop studios, and sigh that mobile phones can also have their own mattresses, etc. In short, life will become the source of your creation.

Ever since RT-Mart’s fireworks literature became popular, vegetable literature has also started to gain popularity, and can be regarded as a substitute for working people on the Internet.

This great idea that deserves applause actually came from a little-known street dance studio. It turns out that the masters are among the common people.

I heard that De Rucci is making a very new mattress, a small mattress specially designed for De Rucci fans.

Meituan Youxuan shot an advertisement for the Ghost Festival. The subject matter was very bold, but the story made countless people cry.

Good ideas often come from real life and popular narratives, which can always instantly bring people closer together. These cases may open up new creative ideas for you.

01

Someone once asked Cai Lan a question: "What is the meaning of life?" He smiled and replied, "Eating and drinking."

Life is nothing but eating and drinking. Those unsolvable problems may be hidden in food.

This is a set of short sentences rich in Cai's philosophy found in a vegetable market in Guangzhou. They are either teasing or humorous, but you can suddenly understand some things through these few sentences.

Let’s talk about it tomorrow.

It doesn't matter if it's Yuyu.

It’s still a dish no matter how many times you roll it up.

First sprout, then make fortune.

Life is bitter.

Come here often to fish.

There are also examples like this, such as Xue Zhaofeng holding a new book launch in a vegetable market. Why are brands increasingly keen on using "vegetables" as a medium of communication?

First of all, the combination of fruits and vegetables adds a sense of life, which can relieve stress and heal in this high-pressure social environment.

At the same time, the emotional expressions of Chinese people are mostly related to "eating". It is easier for people to empathize by telling big truths through a melon or a vegetable.

02

This advertisement of Chengdu Simple Dance Studio is very much in the style of Nike's "Anytime", integrating the selling point into a daily trivial matter and then revealing the mystery with a sudden turn.

Advertising creativity is inseparable from imagination. Cleverly linking two seemingly unrelated things and exaggerating the selling points can more easily leave a deep impression on users.

"Hopscotch" and "street dance", "habitual hand shaking" and "hand shaking dance", "counting geometry problems on fingers" and "geometry hands", blacking out after squatting for too long and "up and down" are all connected by life scenes and dance movements. At the same time, high-frequency life scenes can drive low-frequency scenes, making dancing a daily routine.

03

According to the research survey of De Rucci's "2022 Chinese National Healthy Sleep White Paper", 68% of late nights are related to the use of mobile phones. Playing with mobile phones before going to bed has become an important factor affecting people's sleep. For this reason, De Rucci Chairman "Lao Wang" specially designed a small mattress for users to use with mobile phones.

Hello, old friend. I am the chairman of De Rucci. You can call me Lao Wang.

It has been 20 years since I designed my first mattress. Today, I designed a brand new mattress. It is not for you to sleep on, but for your phone to rest. This is the smallest, simplest, and least technologically advanced mattress I have ever designed. But it is also my favorite one.

Because I design mattresses for only one purpose, which is to let you sleep well. If your mobile phone is asleep, you can sleep well. Then I am also willing to design a mattress for mobile phones. No matter whether it is the big mattresses in the past or the small mattress now, I am the one who hopes to use the mattress to bring you a good sleep. I hope you will like this gift.

Changing "go to bed early" to "the phone should go to sleep, and you should also charge it" gives users just the right amount of care. De Rucci's sleep protection is not only about bedding, but also about the things that affect your sleep quality, consolidating the brand concept of "all-round protection of healthy sleep".

Good ideas can always make people smile. Through the "small mattress", the brand and users can complete a warm conversation.

In addition, giving away the "small mattress" as a peripheral product is also an output of De Rucci's sleep culture, attracting more young people's attention and further renewing the brand image.

04

There is a highly praised post on Zhihu: "When I grew up, I realized that this trick of getting angry and not eating only works on my parents."

In this father's version of "restarting life" story, a meal that transcends life and death recreates the Chinese parent-child relationship. Chinese parents rarely say "I love you" to their children. They mostly express their love by saying "what do you want to eat?" or "eat more." When they grow up, they become more and more distant from their parents. All they can do is to express their concern for you by repeatedly telling you to "eat well."

The most tear-jerking scene is when the father passed away and the daughter found a refrigerator full of frozen hand-made beef balls. The father's love is like a bullet that suddenly travels through time at that moment. This "surprise feeling" at the end sublimates the emotion of the whole story.

During the Ghost Festival, we use the act of "eating" to give a warm hug to users who have experienced the death of their loved ones. "Death" and "eating" are both natural things in life. There is no need to suffer too much. Eating well and living well are the greatest comfort to the deceased, presenting a kind of brand humanistic warmth.

At the same time, through this heartwarming story, Meituan Youxuan’s service experience upgrades of "Arrival at Noon" and "Buy More" will be put into practice.

From the brand film "Really, Really Save Money" with a prose-like temperament, to the tear-jerking brand film "Tomorrow Will Definitely Come", to this "Eating Well, the Big Event in Life", it can be seen that Meituan Youxuan is very good at incorporating insights into the individual emotions of the Chinese people into brand communications, making the brand more warm and humane.

05

Advertisements that can arouse public empathy must think from the user's perspective and speak their mind. For people with long-term chronic diseases, Meituan Medicine released a heartwarming ad film titled "Please forward this video to those who can pronounce "guanidine, amine, and statin"."

Do you recognize these words?
If you can pronounce it habitually, you are the person we want to talk to today.

You used to drink two glasses of beer at any time, but now you are used to drinking a few more glasses of water.

You used to check if you had sunscreen before going out. Now you check if you have any medicine for the day.

After a long time of chronic diseases, you gradually develop a lot of habits. You start to get used to it. Exercise in moderation and become another "equipment party".
Get used to paying attention to the "ingredients" of every meal
I am used to having snacks after every meal.

Many habits, even the people around you are used to the alarm clock ringing on time.

I am used to asking more questions. I am used to ordering you afternoon tea, the one without sugar (very unpalatable). I am used to learning more and more uncommon words.

I've also gotten used to taking medicine every day. I've got the dosage by week, and I've got it all planned out for morning, noon, and night. I've gotten used to buying a few more boxes each time, and I've got a note of where I can buy them for the cheapest price.

Because you know it's always better to save a little

Now Meituan Medicine also hopes to help you with these habits.

Meituan buys medicine for chronic diseases. A new habit makes life slowly return to normal.

From a business perspective, promoting the message that “buying medicine is very cheap” is something that is more likely to generate negative associations. Meituan’s medicine purchase business starts with building relationships with patients with chronic diseases.

In this ad, Meituan Medicine still plays the role of a "friend", starting from the real needs of users. Those who can accurately read the rare words such as "guanidine, amine, ting, valerian, and azithromycin" are the target group that the brand wants to communicate with.

"Chronic diseases are not fatal, but they are very annoying." Through daily inventory and narration, an embedded relationship is established with chronic patients, conveying the "multi-box subsidy" brand information to users and providing real help to chronic patients.

Adhering to the brand's consistent sense of restraint and warm tone, we hope that you don't need to buy medicine, but we can help you a little when you need it.

06

This is a short film about "National Day Travel" released by Gaode Map. It is the first time I have seen an advertisement shot in the form of "explanatory short video".

Advertising is about grabbing users' attention and occupying their minds. But when short videos become the main source of information for users, it will also force the advertising industry to make reforms. From this perspective, this is a "reconciliation" between commercial advertising and the trend of the short video era.

The suspenseful beginning, the serious commentary narration, and the imaginative plot setting vividly show the difficulties encountered during the National Day travel, such as "difficulty in carpooling", "hotel assassins", "easy to get lost in unfamiliar places", and "expensive gas". Finally, Gao De, dressed in a suit and tie, appears to mention the theme.

For audiences accustomed to the "golden three seconds", brand blockbusters that are told in a leisurely manner and laid out layer by layer are inevitably a bit cumbersome. The "short video" transformation of advertising films may become a new development trend.

What is most lacking in this era is information. The demands of brands remain unchanged, but users' attitudes towards advertising have long changed. Brands should also consider how to capture the minds of young users through new ways of playing.

But one thing is certain: sincerity is the eternal killer. All advertising resonance and empathy are based on subtle insights into real life and the interests of the brand.

The closer the content is to life, the closer it will naturally be to consumers.

Author:Aye

WeChat public account: Shock Copywriter