In the offices of the BBDO advertising agency on Madison Street, Ronald and his agent Eddie were waiting to be summoned by the advertising creative director.
The secretary came over and said to them, "Director Darcy Maguire will meet them in the conference room."
The two walked into the conference room. There was only a woman at the end of the long table looking at the information in her hands. The TV on the wall was playing a loop of clips from "Rock and Roll High School" shot by Ronald. This was the agent.
The videotape produced by Eddie, along with Ronald's resume, was sent to many advertising companies.
This lady is pretty, about 30 years old, with blond hair. She is wearing a white suit jacket and pants instead of a skirt.
The lady didn't greet them either. Eddie and Ronald looked at each other, pulled up their chairs and sat down without saying a word. After a few minutes, they still didn't see a man named Darcy Maguire come in.
Ronald had been observing this lady. He felt that the clothes she wore seemed to be made of expensive fabrics and the latest designs. Her carefully trimmed hair and well-maintained nails were probably expensive. Ronald noticed
She didn't wear a ring on her ring finger.
Recalling that she had not been looking at them, but was flipping through the information in her hand, as if there was some wealth code on Ronald's resume that needed to be studied carefully. Ronald had some guesses in his mind.
Eddie couldn't hold himself back and knocked on the conference table with his fingers, "This is Ronald Lee, and I am his agent Eddie Cohen. May I ask Darcy Maguire..."
Ronald held Eddie's hand and signaled him to stop, then smiled and said to the lady with blond hair in white clothes, "I think you should be called Miss Darcy Maguire...?"
Miss Maguire smiled with satisfaction, closed the information in her hand, and stretched out her hand across the conference table, "Hello, I think you are Ronald, just call me Darcy." Ronald and her
Shaked hands.
Eddie was a little surprised and opened his mouth, but he quickly returned to his true nature as an agent and began to promote Ronald to the other party.
Darcy Maguire listened to Eddie's introduction with a smile, "I have already seen Ronald's resume, but what really impressed me was the segment of 'Rock and Roll High School' that he directed. Here the rock girl Liv Landau is
You are very independent in your filming, and I like this character very much. Women are not men’s appendages, but people with their own knowledge and ideas, and they can also be professional managers.”
"I have no doubt that if Liv Randall enters the advertising world, she will one day enter the management level like you, Miss Maguire." Ronald followed the words and flattered her.
"Call me Darcy, Ronald." Maguire was really rude this time.
"The reason why I am in charge of this Chewels chewing gum project is because Hershey's new chewing gum focuses on the female market."
"The CareFree sugar-free chewing gum previously promoted by Hershey Company had a bad taste. Although it did not cause tooth decay problems with sugar-containing gum, the taste was not good and sales in the female market were very poor. This time, Chewels chewing gum is placed in the center of the gum.
Sugar substitute aspartame.”
Darcy Maguire picked up a few samples and threw them to Ronald and Eddie. This kind of chewing gum is not a long piece, but a square shape like a sugar cube, with a sweet core inside.
Ronald peeled one off and put it in his mouth to chew. Sure enough, there was a sweet taste coming out of the gum core, which was similar to corn syrup. It tasted better than sugar-free chewing gum and had no taste like what others had eaten.
,much better.
"Oh, this is really delicious." Eddie expressed his love with an exaggerated expression, "Can I get some samples? It's not on the market yet and I can't buy it."
Darcy Maguire was amused by his performance, "Here are all for you." He said and pushed several samples of various flavors on the table over.
She looked at Ronald and explained her creative idea:
"The main reason why I chose you to shoot this advertisement is that among the several candidate directors, only you can shoot the confident flavor of independent women and professional women. I hope this advertisement also has the same flavor. You
If you have any ideas, you can put them forward, I only ask for one thing from you, you don’t want to be a housewife, but a career woman.”
Ronald touched his ears. In fact, it had nothing to do with him and was entirely due to the casting. However, he still explained how to capture the look of a professional woman.
"The first thing that needs to be solved is casting. If we find Elizabeth Taylor, it will be difficult to portray the feeling of a professional woman, although her acting skills are first-rate. What we are looking for is Jane Fonda's face shape, which makes people look at
You can convince yourself that she is an independent career woman."
Darcy Maguire nodded frequently, she herself looked somewhat similar to Jane Fonda.
"If we are photographing young women, we should also pay attention to selecting female high school students who are good at dance or sports. My experience is that female students who are good at dance and sports are more independent than girls on the cheerleading team, and they are also more nerdy than girls on the cheerleading team.
Girls are more energetic, and they are more likely to arouse male approval."
Darcy Maguire smiled, "I was on the gymnastics team in high school, and it happened to coincide with the Seville Union women's gymnastics team's visit to America. My mother approved of me joining the gymnastics team, which gave me good training."
As she spoke, she handed two advertising creative documents to Ronald and Eddie.
Bingo!
Ronald secretly called it a fluke. He happened to mention the other person's strengths, and Darcy happened to be the director of this project. It seemed that there was no big problem with this advertising shooting business.
Looking at the creativity in hand, there are two 15-second short advertisements. One is a girl on the gymnastics team taking out Chewels chewing gum and saying the slogan, "Why do I like Chewels gum? Because it tastes better."
The other was a gathering of several white-collar workers who had just graduated from college. The leader was a woman and asked, "Why do we like Chewels chewing gum better? Because it tastes better!"
Ronald thought about it and briefly talked about how he would shoot these two commercials.
"I suggested that the gymnastics team shoot the uneven bars. I saw it at the Rock and Roll High School filming site. The audience's exclamations were the loudest for the uneven bars action. This shows that everyone has a higher recognition of the thrilling action of the uneven bars. They generally think they can do the uneven bars.
Women are more powerful than balance beam, vault and other equipment."
"As for white-collar workers who have graduated from college, I suggest that they dress closer to college uniforms. After all, many chewing gum users are still in school. Dressing as close to them as possible will enhance their sense of substitution and make them feel that they have graduated. They will also find similar ones.
Good job, Chewels gum."
Darcy Maguire was quite satisfied after hearing this. It was much better than the previous people from RSA Production Company who talked about art. Ronald said things more plainly, and they were all words he could understand. It seemed that the filming and production was also good.
It's not that difficult to understand, it's just that some people deliberately talk it out of proportion so that they don't understand it.
"If you were to produce these two ads, what difficulties would you have?"
Ronald thought to himself that this was the initial stage of winning the other party's trust and entering the next stage of actual inspection.
"I think what is most needed for the shoot is a woman who can do gymnastics, and she must look in line with the American public aesthetic, which is the so-called girl next door."
As he said this, Ronald looked at Eddie and thought, I will try my best to give you a chance this time.
Eddie smiled and took over the conversation: "I have some information about girls who can do gymnastics here. We can hold a joint audition and let the marketing staff of Hershey Company and you, Miss Maguire, select them together."
"I think this is a good idea. After all, you are the one who came up with this idea. If you are willing to go out and shoot, then we will have no worries." Ronald added.
Darcy Maguire was so amused that he laughed and waved his hand, "I am no longer old enough to play a 16-year-old high school student."
The two parties agreed on some details and signed an agreement of intent. Ronald will serve as the director and preside over the casting and shooting of these two advertisements. BBDO will provide the location and shooting team.
Ronald and Eddie were very happy after leaving BBDO's office. They found a place to have a few drinks to celebrate.
"I think after a few more shooting missions like this, you can consider forming an advertising production company." Eddie suggested to Ronald.
"Is this necessary?" Ronald was a little surprised.
"Of course, if it's just an accidental shooting, it's not cost-effective to form a team. But if you often have advertising projects and have your own long-term cooperation team, the tacit understanding will be very important, and it will make your shooting efficiency and quality much better.
.”
…
In the office of the president of BBDO advertising company, Darcy Maguire was arguing with another man in front of his boss and partners.
"Dan, this is my project, you have no right to interfere."
"No, Darcy. Hershey is a key customer of our company. I also have other businesses of theirs, such as the lucrative chocolate advertising. I will not allow you to mess around and damage our relationship with Hershey."
"Dan! Why do you say that I will ruin the relationship with Hershey? My project ideas will make their products sell so fast."
"Just because that young boy can be the director? What we should look for is Ridley Scott's RSA company. This kind of endorsement with past qualifications is what our big company needs, not what you call an exploitation movie.
Several scenes in the film were well shot.”
"Isn't advertising just a matter of a few shots? You are British and you are just biased towards your compatriots, RSA. And I am not deaf or blind. Ronald and RSA director Alan Parker have some conflicts in the new film.
You just want to exclude him."
Darcy Maguire directly exposed Dan's ideas, which made Dan, who was at the same level as him, very angry and wanted to fight back.
The superior stopped them from attacking each other, thought for a while and said:
"I don't care what grudges Ronald and RSA have, and I don't care what grudges you have, I just want a good result."
"Darcy, you should ask Ronald Lee to shoot one version of your advertisement, and Dan, you should ask RSA to shoot one version of your advertisement. I will give you the same budget, and then put it in Cincinnati and Cleveland respectively. One month later, who can
To drive more sales, we will let whoever is responsible for the entire project."