"Aerobic" climbing - breaking through the siege with the new advertising short film

The old routines of advertising films are no longer effective. The short film advertisement recently released by Aerobics is a real success. It is not influenced by the client, does not follow the traditional routines, but turns the tables and convinces the audience. Only such short videos can make the audience watch them naturally. It is recommended for those who are interested in advertising marketing, planning and operation.

From what I recall in the past two years, the only video that lasted more than ten minutes and that some people were able to finish watching was "The Last Transfer of the Tang Dynasty in Mobei" by Hara Shengjia and Ma Xiaobo.

At that time, I was wondering how they sold this to UnionPay. Don’t banks dislike talking like this? Once I heard an advertising company from Bank X holding a meeting, and they knew they had to filter out a few emotional words from every advertising slogan.

Of course, some people also impressed the banks with a little more advanced awareness from the perspective of family ties, using a plate of scrambled eggs with tomatoes that is familiar to every household to graft the life of studying abroad on the other side of the ocean. Although it won many awards that year, the plot was still a bit conventional, so the egg-laying company that was not remembered much at that time was called "Aerobic Advertising."

So I want to especially thank Ma Xiaobo and others for breaking the ice, although I am still "burning with jealousy" thinking, was this sold after the film was completed, or was it sold as soon as the script was proposed? Could it be that UnionPay has seen too many obedient people in the advertising industry, and suddenly met one or two companies that "didn't play by the rules", and it ended up regretting that they met too late?

As I mentioned in the previous article, was there a secret collusion between Shengjia and UnionPay? Did UnionPay and Shengjia hit a wall? Or was it simply that the new marketers of UnionPay wanted to break out of the circle? Otherwise, how could the style of the banking system, which had remained unchanged for decades, change so drastically overnight?

However, think about it, how could banks and UnionPay be short of money? They may not be like the real estate party A, who knows the advertising party B's charging standards at every link. UnionPay people may think that for such a grand blockbuster, they should be able to make a lot of money by only reporting a few million. They don't know that the real estate people only take a piece of straw for each case and try to shake the world.

Although Shengjia and others have set a precedent for films that are worth watching, they have also encountered many long brand videos that followed. The style of the videos is tightly controlled by the client; the videos that reveal the real purpose of the video every three sentences; the videos with texts that are so magnificent and shocking, and the videos that fill the entire screen. It is really unbearable to watch.

So, when I saw the pre-filming trailer for "Aerobics" posted by my copywriting colleague Xiao Pan at Heiao in Hangzhou that day, I took a glance and saw that it was about real estate, and I felt a little disdainful.

Pan introduced that this was another new product of his junior, with a budget of more than 3 million. He had also worked with Hong Kong Land before and after, and had also competed with Mo Kangsun's Ma Ma Ye for advertising.

The film shot by Mo Kangsun Company is "Outlying Islands".

Although Hongkong Land is headquartered in Chongqing, it needs to pay tribute to Hong Kong in a more Hong Kong-oriented and localized way. However, the idea of ​​paying tribute to Chongqing is different. Besides, most people who take aerobics should live in Hangzhou, and more news about Chongqing can be obtained on the Internet. But perhaps it is precisely this "looking inside from the outside" that makes the creative concept more refreshing.

Because we are both copywriters, we need to digest the whole performance of others, so after watching the film, we still can't judge which parts are written in the script and which parts are entrusted to the director to add points on the spot or by experience. Xiao Pan said that the third-party cooperation of Aerobic is different. They will follow the whole film. I guess they want to learn from their own copywriting and know which parts should be added and which parts should be minus when it is translated into pictures frame by frame.

However, if you look at the whole film from the perspective of copywriting, you will feel that it captures the personality of young people at once. Sparks fly from the beginning, and if you like it, you can like it. There is no young person who dares not despise it. The plot progress bar is quite hot, and the spicy flavor of the mountain city is fully revealed. It is all from the folding experience of the "lichen layer", deconstructing the relationship between a person and a family. There is no lofty preaching, it is all helplessness, embarrassment, self-salvation, and self-rescue, and then slowly and seamlessly grafted into the wildfire and the unobtrusive female rider.

After watching it, someone commented: It was shot quite well, but I felt that this movie could be sold to Suzuki, to Meituan or Ele.me, to TikTok, and to Chongqing City, but I never thought it was a Hong Kong Land...

What does this mean for China's good Party A? It means that Party B has been bullied by Party A and has fallen into the usual routine: the opening must be an ambush with Party A's big concept, the middle must be a sales pitch, and the ending must be full of Party A's ambitions and feelings.

But in this film, the party A, who refused to reveal the secrets until the end, is actually from the real estate industry. This kind of attitude, first of all, respects creation and makes the advertisement worth the money, instead of wanting the horse to run fast and not eat grass; secondly, it has a rare grand pattern, and does not advertise what it sells, which makes many of its peers ashamed. It really surprised the collective of the party B, who unconsciously assumed that the object that appears more often in the screen is the one being advertised for.

Therefore, precisely because of this obsession and closeness, the company Oxygen will definitely reach a higher level of recognition because of this film. If it was a bit of wit and luck in the past, this film has really made a real mark, because those who are good at copywriting know that you will get to know a good company's new position because of this film, and will begin to compare it in a new quadrant. Other clients who see this film will also refresh their impression of it, and when they shoot larger-scale content in the future, they will give more green lights than other companies, and they will understand the proportional relationship between creativity and remuneration.

Xiao Pan said that his junior was not a formal creative person, but he had worked in customer relationship management at 4A. After he left to start his own business, he also had a hard time. It was not known whether it was because the company had a good name or because it was lucky to be located in Hangzhou, but it received an order from Alibaba, and over time it became one of the earliest Internet advertising companies.

Therefore, this background will surely inspire copywriters to think about the following when planning their own transformation and establishing their own business: first, do not despise the young and poor; second, do not ask where a hero comes from; and third, the advertising industry is worth redoing.

Youxing used the story of the wildfire that made Chongqing so heart-wrenching to bring Hongkong Land closer to the hearts of Chongqing people again. It is obviously more touching than the one about the outlying islands, making the major event that just passed be looked back on in an insurmountable ordinariness. This is probably the creative reason that moved Hongkong Land to pay for it. It is also because Chongqing has been in mutual support with Hongkong Land for a long time, so let Chongqing pay back to Hongkong Land with a refreshing tribute.

Finally, from the experience of a copywriter, a lot of advertising companies can still continue to submit to the client, and they will be "full of red" as soon as the film starts, and then there will be all kinds of changes, all kinds of slices, all kinds of additions, all kinds of head shaking, all kinds of excuses for not getting paid, and then the copywriters are like a crazy roller coaster in the meantime, their self-confidence is trampled on, they are fired halfway, etc. Then there are the likes of Aerobics, Shengjia, Qun Yushan, etc., which not only do not contribute the finished film first, but even charge fees before the creation, and they charge the fees to the client, which makes the client stunned but willing. Even Yang Haihua can't compare to him.

What is the purpose of all this? After all, there are too many new industries, new business models and new technologies. Everyone wants to reshuffle the cards and re-arrange the positions. However, the idiotic method of blindly following the old ways to please the client will only make things less and less effective.

Author: Steven Cheng

Source: WeChat public account "Copywriting Free Shipping" (ID: kol100)