Li Pen, a poet in the copywriting world

This article analyzes the copywriting of Li Pen, a copywriting master, from the advertising copywriting of five brands, including Xiaomi, Zhong Xuegao, Haier, Zhuan Zhuan, and Jingdong Baitiao. This article is suitable for brands who want to improve their brand promotion copywriting.

The copywriting master I want to talk about today is Li Pen. I believe everyone has seen his works.

The recent Xiaomi 13ultra street shooting short film copy "Leisure on a Street" was written by him.

There are also "The osmanthus flowers bloomed late this year" from Zhong Xuegao, "Really, really economical" from Meituan Youxuan, and "I don't care about Chinese football at all" from Zhuan Zhuan.

Earlier, there was the "Intolerable" series he wrote for JD Baitiao when he was interacting with Global Times.

His writing style is like a summer breeze, erratic, floating left and right, yet able to accurately fall into the heart.

These random, patchwork daily details slowly evoke your long-lost memories of the countryside, accurately describe your mood at a certain moment, and reveal a strong sense of resonance with humanistic feelings.

In this minimalist article, you will get a new perspective on the world around you: it turns out that this kind of "poetry" can be used to fight against the mediocre life. Here, we also review some of his classic cases in recent years.

1. Xiaomi "All the leisure time on a street"

Time flies

But the flowers don't know

The wind doesn't care

The river is not in a hurry

I don't even know about zebra crossings

Ice cream doesn't matter

The street is still lying

There is also patience on the steps

Dogs don't care

It seems like we are the only ones busy

But the leisure time is clearly there

Just stand there for no reason

Raise your phone casually

Use the shutter to give the world a wink

You will find that the small stone bridge is soft

Cats are everywhere

The wind smells like a white shirt with soap

Kite flying children

People dance, laugh, live, drink water

The whole world is relieved

Real life is exposed

So don't worry

Otherwise, I'll be sorry for the sunshine at three or four in the afternoon.

Don't worry

Go to the street first

Take Xiaomi 13ultra to the streets and use Leica professional street photography mode to record the beauty of life

At last year’s press conference, Xiaomi officially announced the launch of its imaging strategy upgrade, and has since continued to deepen its “humanistic imaging” strategy.

For example, they jointly launched the first Xiaomi Leica Photo Contest with Leica, held a 30,000-second live film exhibition at the Great Wall, and invited folk singer, poet, and writer Zhou Yunpeng to curate the exhibition "Aimless Photography"...

The "humanistic feeling" that Xiaomi wants to create is fully expressed in Li Pen's copywriting. Focusing on keywords such as "street shooting" and "youthful feeling", Li Pen changes his perspective, cancels the subject status of people, and focuses on the "leisurely" unconscious things on the street.

Thus, we have “When the bridge becomes soft, cats wander everywhere”, “The wind smells like a white shirt with soapy smell” and “Kites let children fly free”.

A few words accurately depict some fleeting feelings. This carefree, imaginative and poetic freedom presents a sense of relaxation in life from another perspective, and sets off people's "mediocrity", which can resonate with people.

All the emotions are superimposed, and finally land lightly on "Don't worry, go to the street first", and then cleverly bring out the Leica professional street photography function of Xiaomi 13ultra, encouraging everyone to pick up their phones to record the beauty of life. Not describing a specific thing, just recording the current mood or a moment, from this point of view, Li Pen's writing style is quite consistent with Xiaomi's "humanistic image".

2. Zhong Xuegao "The osmanthus flowers bloomed late this year"

My hometown Lingui is very small

When the weather gets colder, it gets smaller

When the wind blows, the osmanthus flowers fall

Falling on the tiles, fluttering

This is the letter autumn sent me.

Talking non-stop

Wa knows what he's talking about.

"簌" is a word I just learned

The sound of osmanthus flowers falling on tiles

I don't know what to say

The smell of osmanthus is even harder to describe.

I am nine years old, and my grandfather is seven nines old.

The black eaves are eight or nine years old

The old osmanthus tree in the village is said to be more than 190 years old.

I want to eat osmanthus this year

I can only play this year

This year's osmanthus

I can only eat it this year.

Alas, the osmanthus tree has to be beaten every year.

Fortunately, it only took a few days.

This is the fourth autumn since I can remember.

When I grow up, no matter where I go, I won't be alone.

Because my small, fluttering hometown is hidden in a fluttering

A little sweet Wali

Tasteful Zhong Xue Gao

Golden Osmanthus Red Beans, the fourth year of waiting

Limited edition return, long overdue

Many people probably got to know Li Pen through this short film of Zhong Xue Gao. It is also a story about product traceability. He uses a child's perspective as an incision and poetic narrative to interpret Zhong Xue Gao's product concept - follow the time and order, and act in accordance with the times.

In the seemingly trivial narrative of "chatting about daily life", people will slowly enter another perspective of looking at the world. The falling osmanthus, the black eaves, and the tender voices of children outline the vague hometown in memory. Li Pen found the connection point between "me" and "hometown" in this small tile ice cream.

It not only talks about the difficulty of obtaining ingredients for an ice cream, but also continues to deepen the brand's cultural atmosphere and enhance its added value through this poetic expression.

3. Haier Sanyi Bird "Smart Life"

Water, Earth, Light, Air

Since ancient times, in architecture, gardens and homes,

All human wisdom is directed towards the coordination of these simple natural elements.

Some people call it "creation"

In the Ming Dynasty, there were unplugged cooling machines.

In the south, people use honey to preserve the fragile osmanthus flowers.

Family in the 1980s and 1990s

Will use a towel to moisten

Rice jar to prevent moisture, candle to remove mildew, grapefruit peel to remove odor, medicinal pillow to help sleep, gauze to control light

Taming nature with nature

This happens in every house where a Chinese person lives.

There have been ways

These methods are endless

Hidden in the memories of generations

Like a vast dictionary of life

By 2023

Young man returns to the apartment

Lights on, fresh air on

Air conditioning temperature at the right time

Life seems different

But the principle has not changed, it is still the same Chinese-style construction

It won't add anything

Nothing was reduced

Just water, soil, light, air

The redesign of these natural elements

Let cool and hot, dry and wet

Flowing and confined, bright and dark

And the people who live in it

Finding a delicate balance

Because humans are also one of the natural elements

Time seems to be moving forward, but life is moving back to nature

In fact, we haven't been anywhere for thousands of years.

In the past, we relied on our hands, and later on it was called technology. But technology is still a part of nature.

Even in the future

And discover the wisdom of the past

It is waiting for us there during the time when our parents lived.

It's called life wisdom

After we became parents

Also called smart life

Previously, Sanyi Bird released a TVC "Parents' Smart Design", which uses memories as a connection point to echo and blend the "wisdom of home" of two generations of Chinese people and convey the warmth of smart home. The warmth of home has never diminished, but it is better inherited and preserved through smart home design. This is a "conventional" approach, injecting soul into the product with the warmth of humanity.

Also taking "smart home" as the proposition, Li Pen reinterpreted this TVC from the perspective of the evolution of natural destiny.

The "wisdom of home" of the previous generation was "using nature to tame nature", while the "wisdom of home" of this generation is to integrate themselves into the environment, because "humans are also one of the natural elements" and "technology is also a part of nature."

From a broader perspective, smart home is integrated into the natural evolution chain. It used to be "wisdom of life" and is now slowly transitioning to "smart life."

This may be a big step for human beings, but it is the most natural thing for nature. This angle is very subtle, empowering the brand with humanistic feelings and achieving the leap from "commercial brand" to "humanistic brand".

4. "I don't care about Chinese football at all"

China has turf

There are 11 people running around

There is a round thing

But does China have football?

I don't watch football

But I envy Qatar.

I envy those who can go to the stadium.

1997, Golden State Stadium, 2:3

Dalian Jinzhou does not believe in tears

Where is Lao Rong? Is he still watching the game?

Does he still care about Chinese football?

I don't care anyway

Fortunately, I advanced later.

Laowuli River is a blessed place

Even though it was demolished, we were still happy.

We have knocked on basins together all over the country

I thought 2002 was a distant past

Who would have thought it was so far away in the future?

Do we still have a chance of conceding four goals to Brazil?

Can Milu still wait until the dawn of Chinese football?

never mind

I don't care about Chinese football at all

After losing to Vietnam

I'm not sad

But my heart is as cold as a toilet seat in November

The basketball team wins but the Chinese national football team loses

Even if the volleyball team wins, the Chinese national football team is losing.

Did the Gansu county team win or did the national football team lose?

If Japan and South Korea win, it's the Chinese national football team that loses

There is no escape from the despair of Chinese football that can be felt every day

Despair sometimes goes beyond football

Try every possible way

Finished the detour

Invite everyone

Still no

What exactly is wrong?

I always hear people say

What is the use of soil?

What kind of football will there be?

But what is soil?

I've thought about it for many years

No, I am the soil.

I couldn't get out of bed, I smoked and drank

Swearing on the Internet and slacking off at work

While mocking the Chinese national football team's poor physical fitness

I was out of breath while climbing the sixth floor

Just kidding

What does it have to do with me?

I don't care about football at all

I'm busy on the subway

Overtime, hot meals, and invoice calculation

Jump up in the hallway and touch the light

Using busyness to prove that you are valuable

What can I do?

I'm just an ordinary person

A 160-pound Chinese male

Same as Chinese football

Highly anticipated, misunderstood, and criticized

I've lived too many years

I don't have any more trouble

Use a second-hand mobile phone every day

Browsing second-hand information

Open a second-hand heart

Activate the second hand

unconsciously

The world is no longer one I can understand

Life is not a life I can choose

But sometimes I suddenly feel unwilling

Changing the world

I didn't say

Doesn't mean I haven't thought about it over and over again

Am I not the world?

I am the world of 160 catties

Wash your face

The world is cleaner

No matter how many

Not sure the football is always round

As long as you believe seriously

Believe in integrity and dreams

Don't despise these simple truths

Everything is still in time

Isn't the football still spinning?

Isn't the earth still spinning?

We encourage tens of millions of users who never give in to life.

Life hits us a thousand times, we take a breath and throw it back

Second-hand goods save the world

When the topic of "Chinese football" is mentioned, it always triggers a lot of controversy, and it is really not easy to write well. In this copy, Li Pen first pulls the perspective to the grand scale of the game, and then slowly focuses on the lives of ordinary individuals, looking for the connection point between the brand and the users.

Weighing 160 pounds, unable to get out of bed, squeezing into subways, using second-hand phones, and browsing second-hand news are the daily microcosms of most Chinese football fans. Even if they live in a quagmire without any waves, they still hope to find a one-in-ten-thousand possibility of change.

As the article says -

“Just because I haven’t said anything about changing the world doesn’t mean I haven’t thought about it over and over again.”

There is a surge of blood in the hearts of every fan. As long as football and the earth are still turning, don't bow to life.

Different from the previous narrative style, this copy has some exciting "middle school" style, which is a romance that belongs exclusively to "teenagers" and fits well with Zhuan Zhuan's idealism of "second-hand goods save the world".

5. Jingdong Baitiao: "May all young people who are patient and moving forward"

The first kiss is still there after three years of graduation, I can bear it

I have had my passport for three years but haven't had a stamp. I can't stand it.

Break up if you want to, I can bear it

I can't stand the fact that they have to pay AA when we break up.

Four blind dates a week, can you bear it?

Wearing the same clothes four times, I can't stand it

House prices doubled in eight months, can we bear it?

The hairline is a little bit high, I can't stand it

I only have one day off on the weekend, which is tolerable.

But I spent half a day mopping the floor. I can't stand it.

I can bear not calling anyone.

But I can't stand my phone running out of battery all the time

Can you bear the 40,000-kilometer subway?

But I can't stand the earphone wires always hanging on strangers' zippers

Can you bear a long-distance relationship?

But I can't stand the days when I don't dare to video chat in order to save data

Can bear to work overtime till late at night

But I can't bear to go home late at night but I dare not call a taxi with a higher price

I'm already enduring the 500 degree smog.

Don't make me endure the five-dollar mask anymore

I'm already enduring the shared toilet

Don't make me put up with the brown spots on the toilet bowl anymore

I'm already enduring dinner for one person

Don't make me put up with a set of inferior tableware.

I couldn't stand the look from the waiter at the airport Starbucks when I was eating instant noodles.

I can't stand the invisible contempt chain of the company.

Can't stand the 80 km dark night road

I can't stand the traffic jam on Dawang Bridge at midnight.

Can't stand a morning of doing nothing

I can't bear to have a holiday on the same day as 200 million people.

You may have gotten used to it.

Because patience becomes a habit

You are used to

Enduring a pair of uncomfortable shoes

Enduring the smell in the bus

Endure the strange looks from people around you

Endure the comparison with peers

Endure the nagging of parents

Endure in obscurity

Endure the feeling of helplessness

Enduring lack of sleep

Enduring the uncertain future

Endure fake news

Endure the poisonous chicken soup

Endure the ceiling

Endure the embarrassment

Enduring the unknown

Endure the confusion

Endure preaching

Endure boredom

Endure poverty

Bear busy

Endure the sleepiness

Endure the squeeze

Endure fat

Endure the embarrassment

Tolerate others

Endure yourself

but

Life is not something you can endure.

The most unbearable

The best age

Just endure it

JD Baitiao

May all the young people who are patient and moving forward

No more missing out on life

This is a long copy that Li Pen wrote for JD Baitiao in the early days. This copy is more of a "emotional transmission".

The parallel sentences with strong rhythm and in-depth description of the details of life make emotions surge from all directions. The ending ends abruptly in a dramatic way, which immediately touches the user's heart: the most unbearable thing is to spend the best years of life like this.

Maybe life is always so cruel, but if you have a dream and want to take a gamble, JD Baitiao gives you this opportunity.

People's emotions need an outlet, and the copywriting written by Li Pen accurately hits the emotional demands of current users. Let's not talk about products, let's talk about life and recent situations first, which will naturally shorten the distance between the brand and users. It is difficult to summarize Li Pen's writing style with a certain style, but you can always suddenly get some familiar experiences or emotions in his "erratic" copywriting, which is related to his writing philosophy.

He wrote the following in "The Sheep Stunned":

“Go to the bottom to read everyday things and look at everything around you in a new light. The bottom of the world is not far away, not in the Amazon rainforest or the heart of Hasara, not in Area 51 or in a church, and certainly not in any file. Human beings do not have any other shore, only some everyday things. The bottom of the world is the everyday things after disenchantment, silently existing in the depths of the bubble of secondary knowledge.”

Inspiration doesn't just happen on the road, but on your way to work, when you drink coffee, or when you look up at the sky. So, try to go to the bottom of the world, read everyday things, and write words that make people empathize.

There is nothing new under the sun, and the same is true for products that claim to be "innovative". Trying to use imagination to reinterpret an ordinary thing may find a new way out for the brand. In addition, before the product is consumed, it may be a good idea to bury some personal "idealism" in advance.

Author: Aye, WeChat public account: Shock Copywriter