How does Mortal Advertising write copy?

Take a closer look at the new work of Fanren Advertising, whose innovative thinking makes "traditional advertising" no longer traditional. Fanren Advertising calls out to the advertising industry.

At the end of last year, when you saw the advertisement, you could change your tactics and fire it up. Mortal Interactive changed back to Mortal Advertising and joined Qun Yushan.

Of course, Fanren Advertising has served many big brands before, and has produced some extraordinary works. Perhaps seeing that Qun Yushan’s tactics are better, many first-line big brands are willing to do branding again, and even the “pay creative fee first” that advertisers have only seen in books has actually been realized by Qun Yushan and others.

Ma Xiaobo said in his speech at the alliance reception: Building strongholds and fighting stupid battles, full of boyish spirit, are the cornerstones of their mutual favor.

They really understand each other.

Sure enough, in the past two days, Fanren Advertising has released a new work. But this time, it has a full sense of the king of the mountain.

First of all, what makes many copywriters feel ashamed is that the "见" in "见南山" is not pronounced as "见", but as "现" which is pronounced with flying charm by Liu Qing, a professor of political science and a guest speaker on "奇葩说".

Secondly, copywriters have seen a lot of Dongpeng beverage ads, and they don’t know if the Dongpeng they remember is different from this Dongpeng. Well, this first-tier ceramic brand Dongpeng, taking advantage of the popularity of Qun Yushan, may plant grass in the hearts of many copywriters, and when they purchase home decoration floor tiles before the big event in the future, they will make room for this Dongpeng.

Once again, copywriters must not forget Dong Yuhui, who quoted from classics in Oriental Selection. It was his unique and innovative way of selling products that strengthened the ordinary people on Qun Yu Mountain’s awareness and brand application that Chinese studies can better follow the national trend.

As a copywriter, when watching this film, you will see the "Jian Nanshan" rock slab brand under Dongpeng. Maybe it is really a concept bonus for the advertising company. Because when advertisers have some national trend ideas and field investigations, they are very likely to convince the brand to attach such a sub-brand name, which can not only support a series of ancient and modern figures and literary and philosophical thoughts; but also let the brand see that it can also produce highlights; it also allows the brand to see such an official announcement, which will give it a slight advantage in the competition with its peers, making them envious and new pressure; it also allows brands and non-brands to see that there are such different ways to build brands, concepts, and images. If they can all be done this way, I am willing to spend money on this kind of advertising that does not look like advertising.

A few days ago, I read the thoughts of Mr. Yao Jun from Qun Yushan on the widespread rumor that "long copywriting is dead". It should be a response to those who "say the grapes are sour because they can't eat them".

Yesterday I saw an article about the death of feature films (long copywriting). I understand that the author's intention is not to sing bad words, but only to target those that are shoddy, have no nutritional value, and cannot realize strategic intentions. It is a good thing that healthy and meaningful discussions promote the development of the industry. It is true that not every creator or organization has the ability to produce feature films (long copywriting). We all know that advertising is content and public relations. It is not easy to do, and there is no need to do it deliberately. The purpose and meaning of communication are different, and it cannot be completely generalized. To a certain extent, 15/30 seconds of content, looking back at the past five years, has not seen many fine works, but it is the most challenging for basic skills. There are all kinds of arguments on the Internet, from 4A is dead, to the world of short videos, to the explosion of the metaverse, to chatGPT to replace copywriting homework (the peak industry)... Everyone can just take a look. The companies that can survive to this day have some brushes. Instead of arguing about the length, it is better to practice internal skills steadily and transform the tricks into invisible ones. Professionalism is the way to survive. A quick note before the meeting.
——Yao Jun

After watching the film, have the copywriters ever thought about why they chose these two "cp" to pair up? The engineering students on the brand side probably don't have time to keep up with the times. That is, the advertising side's grand recommendation, plus the explanation of the case book, they were all invited. What does this cross-border combination show? No matter what role you play, you have to socialize more and go down to earth more. If Professor Xue Zhaofeng hadn't taken the lead in going online, it would have been rare for Liu Qing to be such an Internet celebrity. More exposure can get more orders, just like the local trend goddess Li Xueqin, who came out of Tieling and has a bit of Benshan flavor. Since Li Dan's call to Li Yanhong and others was replied, he has limited himself to taking off the show after participating in one or two shows. People feel that without her, it will be somewhat imperfect. I guess she thinks her acting range is wider, not just taking off the show.

According to the advertisement, the film begins in a private theater. Since the ancient calendar cannot tell whether Tao's Nanshan is his hometown Jiujiang or Qinling, maybe we just need to get to the point and all the mountains are leisurely.

The opening of this CP was creatively designed. When Professor Liu spoke, he seemed to be no worse than Chinese professors Kang Zhen and Li Bo, but their identities in the hospital were a little vague. Father and daughter? Teacher and student? Studying here? And Li Xueqin's introduction also contained some jokes, deliberately dragging Nanshan to Nanshan, Shenzhen without losing her true colors.

The copywriters will see that selling ancient poetry and culture can be inserted in this way. How to make the unfamiliar words not awkward and reverse the immersed words, the scene application and switching here still require some skills. If Wang Jianguo replaced Liu Qing, the jokes would probably turn into laughter.

In addition, the dog's psychic barking during the empty shot is very human-animal empathy. The dog's leisure and eating, Liu Qing's sitting and empty recliner are all attached to the copywriter's relief. It is worth playing with when conceiving new and old copywriters.

Ordinary people shouting to the advertising industry from the mountain, still use the traditional thinking to sell manuscripts to the client, the client will also be fooled and happy and then despise, so that traditional advertisers always have many dreams at night. The industry is still yesterday's industry, and the brand is still yesterday's brand. If you change your thinking and means to cut in, the client will not be short of money.

Author: Steven Cheng

Source: WeChat official account: "Free shipping for copywriting (ID: kol100)"