Era: Beginning from the Modu Translation Studio

Chapter 428 McDonald's Advertisement with All-Stars

In Tokyo city under the night sky, Jiang Shan and Huang Hua stayed in a small hotel near "Dadi Advertising" at Yu Sigui's repeated invitation.

The name of the hotel is "Sanyingsu".

Looking up at the sign, Jiangshan really couldn't understand why this little Japanese liked the word "three" so much?
"What are you thinking about, Jiangshan?"

Huang Hua, who had already completed all the formalities, turned around and said, "Come in quickly."

The two of them hurried in and found that this small hotel located in a residential area was really the right place to stay.

"This price is actually for a suite,"

Jiang Shan opened the window as soon as he entered the room: "...It's true that there are no good houses when they are cheap!"

"what happened?"

Seeing the expression on Jiang Shan's face, Huang Hua quickly walked to the window: "Hiss..."

woo-

Before I could express my emotions, a train passed by with a roar.

"Go ask," Jiang Shan said in a hoarse voice, "if there are any houses facing other directions."

"No more, this is the only one left!"

The 7s and 80s were a period of rapid growth in Japan's tourism business.

Most citizens who can go abroad will go abroad, and those who cannot go out will come to Tokyo for a tour.

……

An hour later, Yu Sigui came over with two boxes of sushi.

As soon as I entered the door, I saw Jiangshan and Huang Hua, each of them writing and drawing on the desk in the room.

"You two really want to make progress,"

With two clangs, the sushi box was opened and placed on the table. "How is it? It's pretty quiet here, right?"

She had already advised them not to come.

"Well," Jiang Shan lied with his eyes open, "If you don't speak, there really is no sound at all."

"really?"

Yu Sigui giggled and was very happy: "That's great."

At this moment, Huang Hua pointed out the window and said softly, "There is a railway track across the street. It seems that we can't have a good rest tonight.

But Jiangshan has already told the waiter downstairs that he will help us change rooms as soon as there is a vacancy across the street."

"It would be great if you could live with me," Yu Sigui said, "Why do you have to come here to suffer?"

"You still have your parents there,"

Jiangshan felt: "It's more comfortable to live outside."

……

Outside the window, a full moon peeked out from the gray clouds.

The two men lying beside the desk were busy with their work.

Yu Sigui lazily lay on the light yellow sofa, flipping through Jiang Shan's cartoon manuscripts under the light of a floor lamp.

"I thought you were joking, but I didn't expect you to actually draw it."

"Look carefully,"

Jiang Shan's pen tip quickly moved across the manuscript paper: "Give me some comments after you read it."

"You'd better finish drawing first,"

Yu Sigui showed the pitiful pages of drawings in his hand:

"I want to know how unique the green pepper and pork shreds made by chef Liu Maoxing are."

……

For "The Cooking Master Boy", the pioneering work of cooking competition, if it weren't for the Japanese songs in the opening and ending credits.

Who would doubt that this cartoon, where even the characters' names are Chinese-style, is actually a Japanese anime.

The original name of "The Cooking Master Boy" is "Cooking Master Boy", also known as "The Chinese Chef Boy".

In 1995, Japan's Weekly Shonen Magazine discovered that an anime series called Iron Chef that was serialized in a rival publication was quite interesting.

But "Iron Chef", which intersperses the characters and plots of "Romance of the Three Kingdoms", seems particularly awkward.

Therefore, the editor of Weekly Shonen Magazine gave two thick volumes of "Encyclopedia of Chinese Cuisine" to a novice cartoonist in the company, Etsushi Ogawa.

He was also commissioned to draw a Chinese food comic strip to rival Iron Chef.

Coincidentally, in 1993, Fuji TV had just held a national "cooking competition".

The winner is Chen Jianyi, a Chinese Sichuan chef who is well-known in Japan.

The father of Chen Jianyi is none other than Chen Jianmin, who was dubbed the "God of Sichuan Cuisine" by Japan.

In 1952, Chen Jianmin boarded a ship bound for Japan, carrying a Chinese clay pot, wok, kitchen knife and chopping board.

Six years later, Chen Jianmin, who was unwilling to be under someone else's control for long, opened the first "Sichuan Restaurant" in Tokyo.

Relying on his authentic Sichuan cooking skills, Chen Jianmin's "Sichuan Restaurant" became an instant hit without much effort.

The twice-cooked pork, dandan noodles, mapo tofu, green pepper and shredded pork in "Sichuan Restaurant"...

It has also become a Chinese delicacy that the Japanese people yearn for.

Many important figures, including the Prime Minister, love to visit the Sichuan Restaurant whenever they want.

The cartoonist Etsushi Ogawa is particularly fond of the Chinese food in "Szechuan Restaurant".

Later, when I saw Chen Jianmin's successor, Chen Jianyi, chopping, stir-frying and cooking with confidence in a cooking competition on TV, I was immediately stunned by his performance.

So, when Ogawa Etsushi received the task assigned by the editor, the first thing he thought of was Chen Jianyi's Mapo Tofu.

The experience of "God of Sichuan Chef" Chen Jianmin as an apprentice in restaurants in Chongqing, Chengdu, Wuhan, Nanjing, Shanghai, Hong Kong... has become the central idea of ​​the entire comic.

In a sense, if there was no Chen family's Mapo Tofu, there would be no "Cooking Master Boy".

Afterwards, "Cooking Master Boy", which was composed of a series of Chinese food cities, was a huge success during its serialization from 1995 to 1999.

Not to mention Japan, this comic is also very popular in Hong Kong, Macau and Taiwan.

The result is precisely because of its high popularity.

That's why the Taiwanese financiers spent huge amounts of money to change all the names of the characters in the comic strips into the names of their own products.

But no matter how it changes, the Taiwanese version of "The Cooking Master Boy" still became a hit after entering the mainland.

But then everyone exclaimed:

This film features cuisines from Sichuan, Shandong, Hunan, Anhui, Huai, Guangdong, and other parts of China. Isn't this really China's own animation?

Cultural output and cultural input.

It is better for our own culture to be managed by our own people.

The draft in Jiangshan's hand at this moment has undergone some ethnic processing based on the original work.

However, the title of the book was chosen to be "The Cooking Master Boy".

As for why not use "Chinese Chef Boy" or the later translated "The Cooking Master Boy"?
There are two reasons.

First, the word "China" must be included!

Secondly, "一番" in the original work originally means "first, best".

The protagonist is a "little chef", so of course he can have the final say.

……

For several days, Jiang Shan, Huang Hua, and Yu Sigui's companies were busy implementing the advertisements for "Laoshan Mineral Water".

During this period, I also took some time out to prepare a McDonald's advertising sample.

after all,

"Their offer was too tempting,"

Yu Sigui kept asking Jiang Shan, "Do you think we can be elected?"

"It's a bit confusing."

At this moment, Jiang Shan and Yu Sigui were sitting in the multi-functional conference room of McDonald's Tokyo headquarters.

After looking around for a few times, Jiang Shan curled his lips and said, "The key is that the opponents this time are too strong."

"that is,"

After forcing himself to remain calm and getting ready, Yu Sigui’s expression showed no sign of defeat: “It’s okay to be strong, but four of them came at once.”

“I don’t know if they have any medicine in their gourds.”

Jiang Shan trembled his legs and looked at the solemn suits all around him: "I really want the bidding to be opened earlier!"

……

More than ten minutes later, the pitch competition began.

Before the McDonald's executive on the stage finished his opening remarks, Yu Sigui started to get nervous.

"Mr. Yu, are you okay?"

The staff of Dadi Company looked at her with concern: "Would you like some water?"

"I'm fine,"

Yu Sigui adjusted his sitting position and decided to lose the battle rather than the person: "Don't worry!"

"Don't worry, indeed,"

Jiang Shan patted her arm and said, "You'll get used to this kind of scene after seeing it a few times."

Hearing this, Yu Sigui laughed: "Jiangshan, do you remember the day we defeated Ogilvy in New York?"

"Here," Jiang Shan pointed to the stage quietly, "Ogilvy is here again..."...

“…based on our accurate analysis of the market,”

Ogilvy & Mather was the first to speak today. The speaker was a tall, serious-looking female executive:

"Our Ogilvy team suggested that..."

At this point, the big screen behind the female executive lit up.

"The first thing that catches your eye is an outdoor advertisement we designed for McDonald's..."

At this moment, in a picture on the screen, children from all directions were happily running towards the Madonna Restaurant in the middle...

"how do you feel?"

Jiangshan leaned back in his chair and watched from afar.

Yu Sigui and his staff shook their heads together: "It doesn't feel good."

Then, a McDonald's commercial prototype popped up on the big screen in front.

"Can you give me a children's meal? I have children in the car and it's not convenient for me to get off."

"Hurry, give me a burger, I'm going to be late for work."

"There are no more extra parking spaces. Luckily, McDonald's has a drive-thru."

"..."

On the big screen, cars drove up to the McDonald's window and talked about the advantages of the "drive-thru restaurant".

The McDonald's executives sitting below nodded repeatedly.

Soon, Dentsu Advertising Company also joined the battle.

"Their soundtrack is pretty good,"

Yu Sigui leaned over to Jiang Shan and whispered, "They actually drove the school bus into the drive-thru."

"This ad looks more interesting than Ogilvy's!"

Jiang Shan and Yu Sigui, who were sitting below, were already commenting in low voices.

Like them, each team also began to communicate quietly at this time.

When it was the turn of the Leo Burnett advertising team to give a speech.

The noise from the audience suddenly became louder.

From the first McDonald's drive-thru in the 70s to today's drive-thru restaurants in 1980.

A series of nostalgic photos, accompanied by pop music of the time...

Lian Jiangshan felt his eyes light up: "The enemy has appeared!"

"I saw it too."

The mediocre works of the previous two companies gave Yu Sigui a lot of confidence.

But I'll take another look at this...
After more than ten minutes, finally,
"Next, it's my turn,"

Jiang Shan stood up as he spoke, and before leaving, he gently pressed Yu Sigui's shoulder: "Hold on tight!"

"Um,"

Yu Sigui responded softly, then folded his legs elegantly.

Then, he hid his left hand under the table and pinched his nails hard.

"Happy, relaxed, delicious and fast, McDonald's has always left us with a very good impression of "Spring Breeze".

On the stage, Jiang Shan, wearing a dark-striped white shirt and smoke-gray trousers, looked at the McDonald's executive team in the audience with a friendly expression:

“So, when planning the advertisement for your company, we also incorporated these elements into it…”

The moment the big screen behind him lit up, there was an immediate murmur of exclamation from the audience.

Amid the surprised looks of a row of McDonald's executives, Jiang Shan turned and pointed at the big screen.

“What makes a successful outdoor advertisement?”

He tapped the screen: "In our opinion, a design that is both interesting and shocking can be called successful!"

On the screen, a rectangular billboard shaped like a French fry box was shooting beams of yellow light towards the sky.

No matter how far or near it looks, it looks just like a giant box of McDonald's fries.

"Which advertising company is Chunfengdu?"

Den Fujita, who was sitting in the Party A seat, never announced his identity as the chairman of McDonald's to the audience.

At this moment, facing Chunfengdu's work, Fujita, who had been silent, finally couldn't help but ask: "Is it domestic or foreign?"

Everyone who came up spoke fluent Japanese and it was really hard to understand for a moment.

"This company is from mainland China," a senior executive next to me introduced, "Do you remember the McDonald's Avenue in Hong Kong?"

"..."

Fujita Tian was stunned: "So it's this company, yeah, their moves are really extraordinary."

"We can also set the spotlights to automatically change direction on time."

Jiang Shan continued to press the remote control in his hand: "This way, it will be more attractive to watch."

At this time, Jiangshan only had eyes for the McDonald's executives in the front row.

And McDonald, who was sitting in the front row, looked at him and nodded after listening to his explanation.

Looking at the ever-changing pictures on the big screen, not only McDonald's in the front row, but all the colleagues in the audience were staring at it intently.

The next second, the picture on the screen suddenly moved.

The advertising sample of CFMOTO is here.

Due to time constraints, the advertising sample prepared by Jiangshan was basically a simple animation.

But based on the artist's decent skills, the overall picture looks very similar to that...

A McDonald's drive-thru restaurant, with the top down view twisted.

A drive-thru ordering window with a bright yellow big M logo appeared on the screen.

Accompanied by a burst of tinkling music, several beams of lasers flew past the window with a whizzing sound.

Then, Astro Boy, with fire breathing from his feet, hovered in front of the McDonald's ordering window.

After the McDonald's girl handed him a pack of McDonald's, Astro Boy flew away.

"Ok?"

"what?"

"Nani?"

As soon as the exclamations began, another scene appeared on the screen, causing the audience to exclaim again.

dong dong dong...

The clever Ikkiu led Xiao Ye and a group of fellow apprentices and lined up outside the McDonald's window.

After reaching out and taking the French fries, ice cream cones, salads and coffee from the windowsill one by one.

He left, knocking the wooden fish again.

Seeing this, Fujita couldn't help laughing.

Like the elder who was at the end of the team on the screen, he also picked up a cup of coffee on the table.

A few seconds later, another row of little heads popped up in front of the McDonald's window.

The last round-headed Doraemon to appear was the first to reach out and take a bag of McDonald's...

Seeing this, the atmosphere in the entire multi-functional conference room unconsciously became relaxed and cheerful.

After quietly looking back for a few seconds, Fujita quickly returned to looking at the big screen.

Up to now, everyone present was looking forward to the next character to appear in the advertisement.

Sure enough, Ultraman, Flower Fairy, and Mobile Suit Gundam lined up in front of the McDonald's window.

Every time a familiar animated character appears, the corresponding background music changes.

Grab and go, the flash of the animated star made the McDonald's executives in the front row's eyes sparkle and smile.

At this moment, the star that appeared on the screen made everyone stretch their necks again.

A dinosaur express ship, the Ksai, landed in front of the McDonald's window with a bang.

After the hatch of the spacecraft was opened, the Ksai team member dressed in red took a pack of McDonald's and gave a handsome salute to the McDonald's waiter.

——McDonald's drive-thru is faster than you think——

A line of subtitles suddenly appeared during the last string of music.

A few seconds later, all the McDonald's executives sitting in the front row, led by Chairman Den Fujita, stood up and applauded Jiang Shan on the stage.

It was not until this moment that the four advertising teams, who had been watching the lively competition, realized that the outcome of this round seemed to have been decided.

……

The advertisement Jiangshan chose this time was a drive-thru commercial released by McDonald's in Brazil.

The McDonald's publicity team, with its creative ideas, lived up to its reputation as a creative pioneer.

In addition to aliens, chainsaw killers, King Kong, Marilyn Monroe...

Even the special police in black and the Chinese dragon dance team were invited.

Since they can invite, Jiangshan can certainly invite as well.

However, he invited a group of animation major leagues in their prime...

(End of this chapter)