Chapter 428 McDonald’s commercial with all-star cast
In the city of Tokyo at night, Huang Hua stayed in a small hotel near "Dadi Advertising" after being repeatedly persuaded by Yu Sigui.
The name of the hotel is "Sanyingsu".
Looking up at the signboard, Jiang Shan really couldn't understand why this little Ri-Ben liked the word "three" so much.
"What are you thinking about, Jiangshan?"
Huang Hua, who had completed all the formalities, turned around and said, "Come in quickly."
After the two people hurried in, they found that this small hotel was opened in a residential area. They had come to the right place.
“This price is actually a suite,”
Jiang Shan opened the window as soon as he entered the door: "...it's really cheap but not a good house!"
"What's wrong?"
Looking at the expression on Jiang Shan's face, Huang Hua quickly walked to the window: "Hiss..."
Woo——
Before I could express my feelings, a train opened in front of me and drove past.
"Go and ask," Jiang Shan said in a loud voice, "if there are any rooms with other orientations."
"No more, this is the only one left!"
In Japan in the 1970s and 1980s, tourism business grew rapidly.
Most of the citizens, those who can go abroad do so, and those who cannot go abroad come to Tokyo for a tour.
…
An hour later, Yu Sigui came over carrying two boxes of sushi.
As soon as they entered the door, they saw Jiang Shan and Huang Hua, lying on the desk in the room writing and drawing.
"You two really want to make progress,"
With two bangs, the sushi box was opened and placed on the table: "How is it? It's quite quiet here, right?"
She had already advised them not to come over.
"Well," Jiang Shan opened his eyes and lied: "If you don't speak, you really have no sound at all."
"Really?"
The giggling Yu Sigui was very happy: "That's really great."
At this moment, Huang Hua pointed out the window and said warmly: "There is a train track on the next street. It seems that we won't be able to have a good rest tonight.
But Jiang Shan has already said hello to the waiter downstairs, saying that he would change the room for us as soon as there is a vacancy across the street."
"It would be great if you could live with me," Yu Sigui said, "You have to come here and suffer."
"You still have your parents there, right?"
Jiang Shan felt: "It's more comfortable to live outside."
…
Outside the window, a full moon peered through the gray clouds.
The two men lying next to the desk were busy with the work at hand.
Yu Sigui lay lazily on the light yellow sofa, flipping through Jiang Shan's cartoon manuscripts under a floor lamp.
"I thought you were joking, but I didn't expect you actually drew it."
"Look carefully,"
Jiang Shan's pen tip quickly crossed the manuscript paper: "I will give you some comments after reading it."
"You'd better draw it first and then talk about it,"
Yu Sigui showed the pitiful pages of drawings in his hand:
"I just want to know how unique little chef Liu Pleiades' green pepper shredded pork is?"
…
For "The Little Master of China," the pioneering cooking competition, if it weren't for the Japanese songs at the beginning and end of the film,
Who would doubt that this cartoon, even the characters' names are Chinese-style, is actually a Japanese cartoon.
"The Little Master of China" was originally called "The Little Chef of China", also known as "The Little Chef of China".
In 1995, Japan's "Weekly Shōnen Magazine" discovered that an anime "Iron Cooking" serialized in a rival publication was interesting.
But "Iron Cooking", which intersperses the plots of characters from "The Romance of the Three Kingdoms", seems particularly awkward.
Therefore, the editor of "Weekly Shōnen Magazine" gave two thick "Chinese Cuisine Encyclopedia" to Ogawa Etsuji, a novice cartoonist in the agency.
He was also commissioned to draw a Chinese food comic strip to compete with "Iron Chef".
Coincidentally, in 1993, Fuji TV had just held a national "Culinary Skills Competition".
The person who won the first prize in one fell swoop was Chen Jianyi, a Chinese Sichuan chef who is well-known in Japan.
And this Chen Jianyi’s father is none other than Chen Jianmin, who was dubbed the “God of Sichuan Cuisine” by Japan and Japan.
In 1952, Chen Jianmin boarded a ship bound for Japan, carrying a Chinese casserole wok and a kitchen knife and cutting board.
Six years later, Chen Jianmin, who did not want to live under others for a long time, opened the first "Sichuan Restaurant" in Tokyo.
Relying on his authentic Sichuan cooking skills, Chen Jianmin's "Sichuan Restaurant" became an instant hit without any effort.
And the twice-cooked pork, dandan noodles, mapo tofu, green pepper shredded pork in "Sichuan Restaurant"...
It has also become a Chinese delicacy that Japanese people dream of.
Many important officials, including the Prime Minister, love to come and sit in the "Sichuan Hotel" no matter what.
And cartoonist Etsuji Ogawa is so in love with the Chinese food in "Sichuan Restaurant".
Later, in a TV cooking competition, when I saw Chen Jianyi, Chen Jianmin's successor, cooking with confidence, I was immediately stunned by that operation.
Therefore, when Ogawa Etsuji received the task assigned by the editor, the first thing that came to mind was Chen Jianyi’s Mapo Tofu.
When "God of Sichuan Kitchen" Chen Jianmin was an apprentice, he traveled to Chongqing, Chengdu, Wuhan, Nanjing, Shanghai, Xiangjiang... and his experience in restaurants in various places has become the central idea of the entire comic.
In a sense, if there were no Chen family's Mapo Tofu, there would be no "Zhonghua Ichiban" in the future.
Later, "Zhonghua Ichiban", which was composed of Chinese food cities, was a great success during the serialization period from 1995 to 1999.
Not to mention Japan, it is also a very popular comic work in Hong Kong, Macao and Taiwan.
The result is precisely because it is so popular.
Only then did Wanwan's financial backers spend huge sums of money to change all the names in the comic strips into their own product names.
But no matter how it changed, the Taiwanese translation of "The Little Master of China" still became a hit after it entered the mainland.
But then everyone also exclaimed:
This entire film runs through Sichuan, Shandong, Hunan, Hui, Huai, Guangdong... dishes from all over China. Isn't it really China's own animation?
Cultural output, cultural input.
Your own culture should be managed by your own people.
The drawings in Jiang Shan's hands are slightly ethnically modified based on the original works.
However, the title of the book was still chosen as "The Little Master of China".
As for why not use "Chinese Little Chef" or the later translated "MasterChef Little Master"?
There are two reasons.
First, it must have the word Zhonghua!
Secondly, the word "一一一" in the original work originally means "first, most".
The protagonists are all "little bosses", so of course they can "have the final say".
…
For several days, Jiang Shan, Huang Hua, and Yu Sigui's company were busy implementing the advertisement for "Laoshan Mineral Water".
During this period, I took a break from my busy schedule and was still preparing a McDonald's advertising sample.
after all,
"Their offer is too tempting,"
Yu Sigui asked Jiang Shan over and over again: "Do you think we can choose him?"
“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 glanced and said, "The key is that the opponents this time are too strong."
"that is,"
After forcing himself to calm down and get into a posture, Yu Sigui's expression didn't look defeated at all: "It's okay to be strong, but four of them came in one go."
"I don't know if there is any medicine in their gourds?"
Jiang Shan shook his legs and looked at the puddle of solemn suits all around him: "I really want to open the bid earlier!"
…
More than ten minutes later, the pitch meeting began.
Before the McDonald's executives on the stage finished their opening remarks, Yu Sigui was already nervous.
"Mr. Yu, are you okay?"
The employee of Dadi Company looked at her with concern: "Would you like some water?"
"I'm fine,"
After adjusting his sitting posture, Yu Sigui decided to lose the battle and not lose to others: "Don't worry!"
"There's really no need to worry,"
Jiang Shan patted her arm: "You will get used to this kind of big battle once you see it a few times."
Hearing this, Yu Sigui laughed: "Jiangshan, do you still remember the day we defeated Ogilvy in New York?"
"Here," Jiang Shan whispered and pointed to the stage: "Ogilvy is here again..."
…
“…based on our accurate analysis of the market,”
Ogilvy's advertisement is the first one to appear today. The speaker here is a tall female executive with a serious expression:
“The advice given by our Ogilvy team is...”
After saying this, the big screen behind the female executive lit up.
"The first thing that catches your eyes is the 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?"
Jiang Shan leaned on his chair and watched from a distance.
Yu Sigui and his staff shook their heads together: "I don't feel very good."
Then, another McDonald's commercial appeared 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 to get off the car."
"Quick, give me a burger, I'm going to be late for work."
"There are no extra parking spaces. Fortunately, you guys, McDonald's has a drive-thru."
"..."
On the big screen, cars drove up to the McDonald's window, and then talked about the advantages of "drive-thru restaurants".
The McDonald's executives sitting below looked at it and nodded repeatedly.
Soon, Dentsu Advertising Company also joined the battle.
"Their soundtrack is very good,"
Yu Sigui said softly next to Jiangshan: "They actually drove all the school buses 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, various teams began to communicate quietly at this time.
When it was the turn of the team from the "Leo Burnett" advertising agency to give a speech.
The voices in the audience suddenly became louder.
From the first McDonald's drive-thru in the 1970s to today's drive-thru restaurant in 1980.
Scenes of nostalgic photos, paired with pop music from that year...
Even Jiangshan felt his eyes light up: "The enemy has appeared!"
"I can see it too."
The previous poor works of the two companies gave Yu Sigui a lot of confidence.
But I'll take another look...sigh~
After more than ten minutes, finally,
"Next, it's my turn,"
Jiang Shan stood up after speaking, and before leaving, he gently pressed Yu Sigui's shoulder: "Sit tight!"
"Um,"
Yu Sigui responded softly, and then folded her legs gracefully.
Then, he hid his left hand under the table and pinched his nails.
"Joyful, relaxing, delicious and fast, McDonald's has always left us with a very good impression of "Spring Style","
On the stage, Jiang Shan, who was wearing a dark striped white shirt and smoky gray trousers, looked at the McDonald's executive team in the audience with a cheerful look:
"So, when planning advertising for your company, we also incorporated these elements into it..."
When the big screen behind him lit up, there was a murmur of exclamation in the audience.
Amid the surprised eyes of a row of senior McDonald's officials, Jiang Shan turned and pointed at the big screen.
“What makes a successful outdoor advertisement?”
He tapped the screen: "In our opinion, only a design that is both interesting and shocking can be called success!"
On the screen, a rectangular French fries box-shaped billboard shot out beams of yellow lights into the sky.
No matter how far or near it looks, it looks like a giant box of McDonald's fries.
"Which advertising company is Chunfengdu?"
Fujita, who was sitting in Party A's seat, never announced his identity as McDonald's chairman to the audience.
At this moment, faced with Chun Fengdu's work, Fujitada, who had been silent for a long time, finally couldn't help but asked: "Is it domestic or foreign?"
Everyone who came up spoke fluent Japanese, and I was really confused for a while.
"This company is from mainland China," an executive next to him introduced: "Do you remember McDonald's Avenue in Xiangjiang?"
"..."
Fujita's expression was startled: "It turns out to be this company. Well, it turned out to be something extraordinary."
"We can also turn the spotlights to automatically change directions on time."
Jiang Shan continued to press the remote control in his hand: "In this case, it will look more attractive."
At this time, Jiangshan only had eyes for the McDonald's executives in the front row.
McDonald's, who was sitting in the front row, also looked at him and nodded after listening to his explanation.
Looking at the ever-changing pictures on the big screen, not to mention the McDonald's in the front row, all the colleagues in the audience were staring intently.
The next second, the picture on the screen suddenly moved.
Chunfengdu's advertising sample is here.
Due to time constraints, the commercial demo prepared by Jiangshan is basically a simple animation.
But based on the painter's skill, the overall picture looks very similar...
A top view of a McDonald's drive-thru restaurant, reversed.
A "drive-thru" ordering window with a bright yellow M logo appeared on the screen.
Accompanied by a burst of tinkling music, several laser beams flew past the window.
Then, Astro Boy, with his feet breathing fire, hovered in front of the McDonald's order window.
After the lady at McDonald's handed over a bag of McDonald's, Astro Boy flew away with a puff of cigarette.
"Um?"
"ah?"
"Nani?"
As soon as the exclamations appeared, a scene appeared on the screen again, causing the audience to continue to exclamate.
Dong dong dong...
The smart Yixiu led Xiao Zizi, lined up with all his brothers, and appeared outside the window of McDonald's.
One by one, they reached out and took away the chips, cones, salads, and coffee on the windowsill.
He knocked on the wooden fish again and left.
Seeing this, Fujita couldn't help laughing.
Like the elder walking at the end of the line 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 round-headed Doraemon was the last one to appear, but the first one reached out and took away a bag of McDonald's...
Seeing this, the atmosphere in the entire multi-functional conference room became relaxed and happy unconsciously.
After quietly looking back for a few seconds, Fujitada quickly continued to look at the big screen.
Seeing now, everyone present is 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 also changes.
Just grab it and go, the animated stars flash by, making the McDonald's executives in the front row shine with their eyes and smile.
At this moment, the star who appeared on the screen made everyone stretch their necks.
A Dinosaur Express landed in front of the McDonald's window with a bang.
After the hatch of the spacecraft was opened, the Kesai team members in red uniforms took away a bag of McDonald's and gave it to the McDonald's waiter with a handsome salute.
——McDonald’s drive-thru is faster than you think——
During the last string of music, a line of subtitles appeared unexpectedly.
A few seconds later, all McDonald's executives sitting in the front row, led by Chairman Fujitada, stood up and applauded Jiang Shan on the stage.
It wasn't until this moment that the four advertising teams, who had been watching the excitement before, realized that the winner of this game seemed to have been decided.
…
The advertisement Jiangshan chose this time was a drive-thru commercial released by McDonald's in Brazil.
McDonald's publicity team is full of imagination and lives up to its reputation as a creative pioneer.
In addition to aliens, chainsaw killers, King Kong, Marilyn Monroe...
Even the black super police and the Chinese dragon dance team were invited.
Since they can invite them, Jiangshan can certainly invite them.
It's just that what he invited was a group of animation major leagues in their prime...