Chapter 444 The advertisement that ordered all front-line troops to cease fire
"Unless what?" Shao Yifu opposite sat steadily.
"Unless you are invited with a lot of money!" Huang Zhan said firmly.
The two short clips just played have already convinced Huang Zhan of two things.
Jiangshan's production is still very amazing, and TVB is bound to win this time.
In this case, there is no need to talk nonsense.
"Uncle Liu, please give me a price."
Huang Zhan was happy to be the middleman: "I will contact you when I get back."
"Okay!" Run Run Shaw agreed without saying a word.
"Also, please help me tell the other side,"
To this day, TVB still can’t figure out whether Jiangshan belongs to Chunfengdu or a certain mainland newspaper:
"I heard that ATV has extended an invitation to broadcast the next part of the "Wish Match" series for free.
You tell them that what ATV can do, we Wireless can do the same."
"That's no problem," Huang Zhan leaned back on the sofa: "I will definitely help you bring the message."
Before leaving the house, Lin Yanni conveniently took the box of video tapes containing British and French anti-war public service advertisements to leave.
No matter what, I have to send some cutting-edge international information to Jiang Sheng for reference.
…
Yanjing City, No. 34 Qianliang Hutong.
As it approached 5 p.m., the yard became lively.
In front of a wall in the east wing, Huang Yongyu is coloring a giant "Lotus Pond".
Qi Gong, who was standing beside him, was thinking about which poem to attach.
"You painted the painting yourself, why don't you write the inscription and postscript yourself?" Qi Gong said several paragraphs, but Huang Yongyu rejected it.
Huang Yongyu, who was holding a pipe and holding a green brush:
"We are the only ones who own this yard now. Let's do something together. It will be interesting to see in the future!"
"That's true," Qi Gong thought carefully: "I might as well find a wall to play with after a while."
"Let's take the west wing," Huang Yongyu said, "it happens to be vacant over there."
In the yard outside the window, there was a huanghuali table that had just been collected not long ago, and was cleaned up by Wang Shixiang.
At this moment, with the help of Zhu Jiaxin, he was taking photos and filing the harvests of the past few days one by one.
Since the publication of "Explanation of Painting and Decoration", Wang Shixiang began to prepare for the next book "Appreciation of Ming Style Furniture".
Recently, I just finished taking pictures of my own furniture and started working on Jiangshan’s pieces again.
"Have you finished filming?"
Zhu Jiazhu is still waiting to go home for dinner:
"I am helping a TV station in Xiangjiang to film "National Treasure 100" during the day, and I want to be your tormentor when I come back... Why don't you go and torment Xu Banchi?"
"He is not as easy to talk to as you,"
Wang Shixiang didn't lie either: "Besides, what's the relationship between us?"
"Don't be too close," Zhu Jiazhu waved his hand:
"Whenever you want to exploit people, you think of me. Why didn't you think of me when you went back to Diaoyutai last time?"
Just as Wang Shixiang opened his mouth to argue, there was a knock on the door.
When the door opened, it turned out to be Ren Dahui from CCTV.
"Isn't this Dahui?" Wang Shixiang hurriedly waved in, "Why are you here now?"
During the time when Jiang Shan left Yanjing, Ren Dahui and Chen Peisi came frequently.
"Didn't Xiaojiang call you?"
Ren Dahui pushed the bicycle lock around and locked it with a click: "Didn't I tell you all to go to Pujiang for a meeting?"
Zhu Jiazhu on the side turned to look at Wang Shixiang: "Why are you going to Pujiang for a meeting?"
"Say what kind of Spring Festival party it is,"
Wang Shixiang pointed inside:
"Yong Yu just received a call yesterday. Xiao Jiang asked us to go play together if we are free. Are you free?"
"How can I leave?" Zhu Jiashu really wanted to go: "Oh~"
Wang Shixiang smiled: "Don't say I'm not thinking of you this time."
Ren Dahui, who had already entered the courtyard, looked at the papers in the courtyard:
"Xiao Jiang asked me to come over and ask how many of you are going, so that I can buy tickets for you."
"Then it's all thanks to Mahamati,"
Wang Shixiang shouted to the east wing: "Anyway, Yongyu and I are definitely going, what do you say, Brother Qigong?"
"Go, of course I'm going,"
Qi Gong and Huang Yongyu walked out of the room with smiles:
"Xiao Jiang said that there is enough crosstalk at this party. I have never heard a crosstalk performance live..."
…
Pujiang City, Anhe Street.
Jiang Shan, who had lost his job, was sitting in his room with his two brothers.
"Guess who called me today?"
"Who would have known that you have so many friends?" Jiang Hai, who arrived last, had just received his job.
Xiaoyu and Xiaobai, each carrying a plate of food, were serving the food to Dad with great poise.
"Remember that advertising company in Xiangjiang?"
"The McDonald's one, right?"
Although he hasn't taken a bite yet, Jiang He has been hearing this stuff a lot these days: "Did they call you again?"
"There is a TV station in Xiangjiang,"
Jiang Shan lit a cigarette for his second brother and himself: "You want me to be their screenwriter."
"Screenwriter? What are you writing?" Jiang Hai picked up a chopstick of shredded potatoes.
"It is said that this year many countries made public service announcements to commemorate Victory Day in World War II,"
Jiang Shan flicked the cigarette ashes in his hand:
"An anti-war movie currently being released in Xiangjiang is very popular, and another TV station is also filming a TV series about anti-Japanese national heroes..."
Jiang Hai understood: "So, this TV station also wants to join in the fun?"
"You all still remember the "Legend of Chu Liuxiang", right?"
Jiang Shan looked at his two brothers: "That was filmed by this TV station."
"The TVB station in Xiangjiang?"
Of course Jiang Hai remembers those days when he stayed up late watching videos: "The filming of that movie was really good."
"Um,"
Jiang He nodded: "Don't they know how to shoot this public service announcement themselves? Why, it doesn't feel as good as yours?"
"I don't know that,"
In Jiangshan’s memory, Xiangjiang’s public service advertisements really couldn’t be photographed on CCTV:
"Anyway, they asked someone to take the lead this time. One movie costs 200,000 yuan."
During this period, Shaw Brothers offered Ni Kuang a manuscript fee of RMB 30,000 to RMB 50,000 per film.
Ni Kuang is quick with his hands and can supply goods to several bosses at the same time.
Even if it's for Shaw Brothers, I can still deliver two or three movies a month.
As for whether to take pictures or not, that's none of his business.
"Two...two hundred thousand?" Jiang Hai was obviously choking: "Cough...cough..."
Speaking of which, this is the first time Jiangshan has told his family about his charging standards in the form of personal income.
Before this, no matter how much the third child earned, the family thought he earned it for the company.
"Do you own this 200,000 yuan?"
Jiang He didn't say anything, and Jiang Hai continued to ask: "Don't you need to hand it over to the unit?"
"The specific situation needs to be studied in detail,"
Jiang Shan said seriously: "The most important question now is...whether I can win this contract."
"..."
When Jiang Hai heard this, he immediately took it seriously: "The theme has already been established, so let's just focus on World War II."
Without telling him, Jiang He had already started to help Lao San think about it: "A public service announcement with an anti-war theme? Have you seen it, brother?"
"No," Jiang Hai shook his head: "Have you seen the third child?"
"You don't see that much. This type of advertising didn't start to appear until the 1960s and 1970s,"
Jiang Shan found it funny when he thought about it: "And the country that took the lead in launching anti-war advertisements was actually Japan."
Jiang Hai: "When did Xiangjiang appear?"
"I don't know the specific time..."
In Jiangshan's memory, there are no outstanding anti-war public service advertisements in Xiangjiang.
However, there was a commercial that not only aroused people's hatred of World War II, but also became a classic advertising slogan.
It is the famous "Titus" watch advertising trilogy.
In 1976, Baoguang Group in Xiangjiang officially acquired Titus, a Swiss watch brand founded in 1887.
But whether before or after the acquisition, Titus remained anonymous.
Until the time came to 1988.
Anita Mui, who just became a movie queen with "Rouge Button", became the first Hong Kong spokesperson of "Titus".
Lingzhi Advertising Company, which was founded just five years ago, created a love-worthy retro advertisement tailored for Anita Mui.
This advertisement, which was set in a train station in the Republic of China, only briefly showed scenes of several lovers breaking up and getting back together.
There is not much story to tell. The only highlight is Anita Mui wearing retro makeup.
But that eye-catching advertising slogan appeared - don't care about eternity, only care about what you once had.
In 1990, "Titus" and "Lingzhi", which had tasted the benefits for the first time, cooperated again.
A commercial for "Forever" starring Wang Jie has appeared again.
This time, the advertisement began to feature plots of troubled times and wars.
But like the previous one, it just passed by in a hurry.
This commercial, shot in Hokkaido, is the same as the first one.
It belongs to the category where the advertisement is popular but the product is not.
Such a result is the last thing "Titus" wants to see.
After all, people don’t pay money to hear the noise!
So "Lingzhi" company launched the third "Forever" advertisement in 1992 after watching the first two advertisements repeatedly.
Like the previous two films, "Lingzhi" still chooses to take the war-torn world as its background, but this time the advertisements have become flesh-and-blood.
Not only did he and Titusi gain fame and fortune, but he also completely moved the citizens of Xiangjiang.
Because, "Lingzhi" chose a script adapted from real events for "Titus" this time.
February 1939, on the eve of the Lanzhou air battle.
Japanese bombers frequently bombed military and civilian facilities in the rear areas of the Anti-Japanese War.
Liu Fuhong, the 22-year-old captain of the 10th Air Force Team.
After receiving the order to counterattack, he led four fighter jets to raid the Japanese airport.
After blowing up more than ten enemy planes, he died heroically.
Afterwards, his new wife Chen Yingfan committed suicide a week after learning the bad news.
This soul-stirring and poignant story was moved into the advertisement by "Lingzhi". Although the plot is short, it is very detailed.
In the advertisement, the wonderful performances of Chow Yun-fat and Wu Qianlian, two great acting talents, completely drew the audience into the plot.
Especially when the pilot played by Fa Ge resolutely goes into battle in a fighter jet.
The scene of Wu Qianlian looking up to the sky and saying goodbye with tears made countless viewers in front of the TV experience the pain and helplessness of life and death in war.
The entire advertisement, which has no dialogue, perfectly complements the slogan at the end of the film - "I don't care about eternity, I only care about what I once had."
The Titus women's watch engraved with "Forever" has also become the most appropriate prop in the advertisement.
There is no need to go out of your way to torture, just play it according to history and it will make you cry a lot.
In the end, this advertisement with the background of the Anti-Japanese War not only made "Titus" popular in Hong Kong, Singapore, Malaysia, and Thailand, but also spread throughout Southeast Asia.
The planner of this advertisement, Honggu’s husband Zhu Jiading, gained a reputation as a “genius advertiser”.
But behind genius there is also persistence.
At the beginning, Zhu Jiading searched through the libraries and archives in Shanghai and Nanjing for the everlasting "Air Force Chapter".
A fragment of a newspaper that later appeared on the "Titus" poster was the same newspaper that originally published "Victory in the Lanzhou Air Battle."
The three medals worn by Chow Yun-fat are also true restorations in historical memory.
Because this advertisement was so deeply rooted in the hearts of the people at the time.
In 1996, Johnnie To also used this as a reference to film a movie "Love in Love 3" starring Andy Lau and Karen Wu.
In Jiangshan's view, although "Eternal Air Force" is a commercial.
But it is also a qualified anti-war propaganda film.
…
"If we could make a public service announcement based on real events..."
First of all, Jiang Shan will definitely not touch Zhu Jiading's famous work: "It will definitely be more convincing."
"If we want to talk about real events,"
Jiang Hai, who had left his job, squinted his eyes and thought hard, but the next second:
"If it's something everyone knows, can it still resonate with the audience?"
"The boss is right about this,"
Jiang He looked at the third child and said, "As soon as the broadcast started, people already knew what happened next. Who would read further?"
At this moment, the three brothers were sitting around a square table against the wall.
"Then let's take pictures of something that no one knows about?" Jiang Shan suddenly thought of something.
"It's all recorded in the history books," Jiang He thought, "How many people don't know about it?"
"That's right," Jiang Hai said:
"Not to mention our country, there are also many people who know about what happened abroad during World War II."
"Brother, don't act like everyone else knows everything like you,"
Jiang Shan disagreed this time: "If you don't believe me, I'll tell you something right away. I guess you haven't even heard of it."
"Come on, Third Brother," Jiang Hai was still unconvinced: "Tell me something I don't know. Let me hear it."
"Okay, let me tell you something..."
Jiang Shan's story comes as it comes. Just when the second brother got up to refill everyone's water, Jiang Shan said slowly:
"On the battlefields of World War I, a very miraculous thing happened.
The officers of the British and German armies, without issuing any cease-fire orders, soldiers from both sides ceased fire at the same moment..."
As Lao San's story began, Jiang Hai and Jiang He both walked towards the pair of single sofas.
Having lost the opportunity, Jiang Shan's story obviously dropped a beat.
"On Christmas Eve in 1914, the British and German officers and soldiers who had been fighting for several months first did not fire a shot in one or two companies.
Subsequently, it spread to the entire Western Front battlefield, and in the end, all the millions of front-line troops ceased fire."
"What's going on?" Jiang Hai had never heard of such a bizarre thing.
"The cause of the matter starts with a piece of singing,"
Jiang Shan glanced at his brother who was sitting comfortably:
"At the end of 1914, in order to celebrate Christmas Eve that night, which is our New Year's Eve,
The German army placed several Christmas trees in the trenches, and many of the soldiers sang Christmas carols.
Looking at the German trenches opposite that were lit by candles, some soldiers in the British army were moved by the scene and started singing along.
At this time, an English-speaking soldier in the German trench shouted a few words to the British troops on the opposite side.
It probably means wishing the other person a Merry Christmas.
Unexpectedly, the British army on the opposite side actually responded to them.
Just like that, the soldiers on both sides started chatting across the trench.
After a while, a few brave German soldiers slowly walked out of the trench carrying Christmas trees.
Until they reached the middle of the position, the British troops on the opposite side did not fire a single shot at them.
Not only that, British soldiers also came out of the trenches.
In this way, these soldiers who had been fighting together during the day reunited at this moment.
They shouted Merry Christmas and exchanged their wine and food rations.
He also showed the other party photos of his family.
In the end, both sides used empty cans to play a football match on the battlefield.
At 12 o'clock in the evening, the German positions also fired several illumination bombs as fireworks..."
Until now, Jiang He had already seen from the boss's constantly surprised eyes that Comrade Jiang Hai had indeed never heard of this story.
At this time, Jiang Shan told them this story.
It was also later filmed into a commercial for the British supermarket Sainsbury's - "Football Match on the Battlefield".
Sainsbury's Supermarket, which has always been good at creating warm and harmonious advertising plots, was awarded the title of "The Most Anticipated Advertising" by the audience.
In 2014, this advertisement adapted from the real event "Christmas Truce" also brought this little-known football match into the eyes of the audience.
"According to a report in The Times on New Year's Day in 1915, the British army narrowly won 3:2 in this football match that took place on the battlefield,"
Jiang Shan continued: "So, I am also going to tell a story to Xiangjiang Wireless..."
