Rebirth of the Burning Era

?In the Chinese New Year of 1996, two things worth mentioning happened on the land of China.

The first, it seems, is a big event, or at least a hilarious one.

A set of golden advertisements on CCTV has been changed from wine to beverages. Liquor is a thing that people all over the country are familiar with. China's wine culture has been formed for thousands of years, but beverages, strictly speaking, began to be popularized on a large scale after the reform and opening up. But the variety is single, and ordinary people are reluctant to buy it.

Note that there are 900 million peasants in China. The so-called ordinary people definitely do not refer to the petty citizens in the city, but include these people.

Therefore, the public base of beverages in China was limited more than ten years ago. No matter how poor the rural men were, they would try their best to get some local wine to drink. A bottle of orange soda, including most people in the city, drink plain water when they are thirsty.

But after the reform and opening up, the living conditions can be said to be flying upwards in a plane, and anyone can spend more than a dime, so the facts also prove that those sweet and sour drinks are indeed better than boiled water.

What is the quality of life, what is the quality of life, to put it bluntly, it means living a comfortable life, having more money, living bigger, and eating and drinking better.

Therefore, beverages, a non-necessities of life, quickly entered thousands of households.

However, compared with baijiu, the beverage market in China is still relatively small. If baijiu is a towering giant tree, then the beverage is currently a small sapling.

Therefore, the best advertising time in CCTV's prime time is actually reserved for drinks, which itself surprised the audience.

Looking at the advertisement itself, like last year's Confucius Family Banquet, due to the relatively short time, the advertisement in this section must be very distinctive: Last year's Confucius Family Banquet, taking advantage of the popularity of Beijingers in New York, invited the protagonist Wang Ji as an endorsement , After getting off the foreign plane, after returning home, an old man with white hair held up the Confucius family banquet and drank it, which immediately gave people a strong sense of warmth at home.

This is the brilliance of Confucius Mansion. There is no signboard of Confucian culture, which avoids confrontation with Confucius House Wine, the leader of Confucius Culture Wine. The combination of CCTV's popular dramas, taking a warm route, has achieved great success.

It can be seen that CCTV's prime-time advertisements are difficult, and the time is short, so they must be impressive.

And this year's ad did exactly that.

First of all, the content of the advertisement is very simple and no-brainer.

Last year's advertisement was actually a short story about an overseas traveller returning home, but this year's one has no content at all. Several athletes held a drink in a golden yellow package and shouted, 'Sleepy and tired, drink Red Bull! ’

It's a dynamic picture.

Advertising is definitely not about academics, writing papers, or making movies. It is definitely not the more complicated the better, but the "brightness".

This advertisement is very clear, the content is simple, and the words are catchy. At the same time, just like last year's Confucius House hit the hot spot of CCTV's hit drama, the advertisement also hit the national soldier hot spot!

The status of the Chinese table tennis team in the minds of the Chinese people is not a concept at all from general sports. During the Cold War, it even assumed certain diplomatic tasks. It was a narrow door for Chinese people to see the world and the world to see China. After the reform and opening up , Compared with the Western world, China is still in a weak country but has begun to catch up. Table tennis has repeatedly defeated powerful countries and won the world, which is one of the important channels for Chinese people to show their pride.

In 1994, the Chinese female soldier ace Deng Yaping was narrowly defeated by the traitor Xiaoshan Zhili, causing a nationwide uproar. You can lose to anyone, but you can't lose to Japan, and you can't lose to a player who "defected" from China to Japan.

He scolded Deng Yaping to the bone, but the common people scolded him, and their expectations were even stronger. Just like the players of the table tennis team, they all held back their energy and waited for revenge.

In the 1995 World Table Tennis Championships, Deng Yaping won three championships in women's singles, women's doubles, and women's team at the World Table Tennis Championships, and was proud of her.

Next, the Atlanta Olympics will be held this year. Chinese people, from the General Administration to the common people, will have great expectations and attention in the city of women's table tennis.

At a time like this, choosing Nvping, dominated by Deng Yaping, to be the most endorser, I simply could not have imagined that there would be other better possibilities.

Short, clear, and impressive, this is the first feature, and selecting hot people and events is the second feature.

In addition, there is another most important feature, which is very similar to last year's Confucius family banquet: the right people, endorse the right products.

Let the bald man endorse the hair growth lotion, and the fat man endorse the weight loss pills, of course, there will be a sense of contrast, but it always feels unbelievable.

Last year, Wang Ji, who was at the Confucius Family Banquet, played a Chinese who has worked hard overseas for many years. The loneliness of wandering overseas has been vividly expressed in the TV series. It can be said that the TV series is the prequel of the advertisement;

This year's Red Bull is also similar. The glory of the table tennis team in the past few years and the ups and downs of the previous year and last year have paved the way for advertising.

What is the Red Bull in the advertisement? With the slogan, it has already come out.

This is an energy drink to supplement physical strength. Looking at this advertisement, it seems that athletes can recover after training when they are tired. If you think about it from a distance, it seems that Guoping can successfully win the championship, and this drink is inseparable...

The wonderful thing about the human brain is that it can make associations.

What is interesting, however, is that no one has ever drank, or even seen this magical drink at all.

This inevitably makes people think, is this thing a secret recipe and trait within the national team?

Or, super health supplements?

All in all, as soon as the advertisement was broadcast, it immediately attracted the attention of the audience. It is not clear how effective it will be for Red Bull's sales, but as ordinary viewers, the people around Liang Yifei, including Zhang Feng, have expressed their opinions. , this thing is super **** up!

Especially Zhang Feng.

This commercial was planned by Liang Yifei from start to finish.

He and Liang Yifei had differences on the idea of ​​making commercials before, but Liang Yifei was the boss, so he didn't insist, but from the bottom of his heart, he didn't think Liang Yifei was right, after all, he was a professional~ www.readwn.com~ And Liang Yifei is an amateur.

Liang Yifei is great, but no matter how great a person is, he can't be an all-around player, right?

I didn't insist at that time. First of all, it was Zhang Feng's character. He was not the kind of nerd who accepted the truth. He was a more mellow person. Besides, it is the prime time of CCTV anyway, no matter what advertisement you do, the effect will always be there, it is nothing but the difference between 100% and 80%.

Unexpectedly, the advertisement planned by Liang Yifei himself far exceeded his imagination. At the time of filming, he did not feel that sitting in front of the TV and watching it, the feeling was different from safety.

Next, the specific effect can be reflected from Red Bull's order, which is the best proof.

The CCTV advertisement is the first thing. It seems to be lively and well-known all over the country. It seems to be a big event. However, compared to the second thing after the spring this year, it is actually only a trivial thing.

The second event, which has a major relationship with the entire country, and even the entire human race, is very deserted compared to the first event, and only a few people in the capital have been affected by it.