Beijing, CBD Central Business District, Maishi Advertising Company.
The morning sunlight shines brightly and warmly through the large floor-to-ceiling windows in Zhuang Jingwei's office.
The creative director of Maxview Advertising Company sat back on a soft chair, took a sip of the coffee his assistant had just brewed, and his whole body seemed to feel warm.
But the fragrant coffee did not help relieve his depression, and his frown never relaxed.
I didn't even bother to pick up the newspaper I usually read every day.
Ta! Ta!
There was a gentle knock on the office door. Zhuang Jingwei put down his coffee cup and said in a deep voice: "Come in."
The door was pushed open, and a beautiful female assistant leaned in: "Director, people from China Automobile and Lu Chen's studio are here. The general manager asked you to come over and attend the meeting."
Zhuang Jingwei nodded: "I understand."
He picked up the coffee cup again.
The female assistant hesitated for a moment, then reminded: "Director, the general manager asked you to come over immediately!"
Zhuang Jingwei stared and said: "I understand, you only have the general manager in your eyes now, not me, right?"
The fierce look of this forty-year-old man was quite intimidating, but the female assistant was not afraid at all. She stuck out her tongue and said with a smile: "I have to listen to what you say, and I also want to listen to what the general manager says.
Let me go with you. I heard that Lu Chen himself is also here."
Speaking of Lu Chen, her eyes lit up: "I wonder if he is as handsome as he looks on TV in real life!"
There is no doubt that this person is also a fan of "Blue Life and Death".
Zhuang Jingwei rubbed his eyebrows in confusion, waved his hand and said, "Go, go, I'll be there!"
Zhuang Jingwei's assistant is his niece, who is now a senior intern. She follows him just to learn something.
The girl is usually used to being raped by her family, so she is not afraid of him. It is useless to scold him with a straight face.
So Zhuang Jingwei decided to send her away when her internship period was over. She really couldn't afford to serve her!
When he heard Lu Chen's name, Zhuang Jingwei's mood became even worse.
Who is Lu Chen? He had only heard of it accidentally before, but now he has a clear understanding of who he is. He knows what kind of musical talent he is, a new generation of singer-songwriter, and he has just starred in a TV series with popular ratings, and his niece
They were all confused.
As the creative director of Maxview Advertising Company, Zhuang Jingwei knows and has dealt with many celebrities, but he has never seen Lu Chen being so overestimating his abilities!
The cause of the incident stems from the contract between China Automobile and Maxview Advertising Company. This top 100 domestic company entrusted the advertising and marketing business of the new station wagon to be launched this year to Maxview Advertising and selected Lu Chen as the brand spokesperson.
Celebrity endorsement ads are commonplace. After understanding the needs of customers, Maxi Advertising began to work on related advertising planning. The first focus was the commercial for the China Vision station wagon.
And just when Zhuang Jingwei was thinking hard about this commercial and initially came up with an idea, news suddenly came from China Automobile that Lu Chen had personally edited a commercial demo film!
When he first heard the news, Zhuang Jingwei thought he had heard it wrong. A singing star, and an artist who had just debuted, was actually going to design a commercial for China Automobile?
Not only that, China Automobile hopes that Maxi Advertising will take Lu Chen's creativity seriously, and a tripartite discussion meeting was held for this purpose, and the venue was inside Maxi Advertising.
Zhuang Jingwei felt that his professional ability had been seriously challenged and he couldn't bear it!
It would be understandable if Lu Chen originally majored in art, design and advertising, but according to Zhuang Jingwei, this rookie in the entertainment industry majored in computer science in college.
It cannot be said that computers and advertising are completely unrelated, but they are really two different things!
Nowadays, people openly bring the so-called advertising demo videos to the company. What is the difference between it and knocking on the door? Even an insider can recognize it by pinching his nose, but a layman can recognize it.
The most important thing is that Zhuang Jingwei's hard work and creativity may be in vain. How can he not be depressed and annoyed?
What people who work in advertising are most afraid of is encountering clients who are half-informed and insist on their own opinions, and interfere with the company's creative design, only to end up with something nondescript.
However, being annoyed is annoying, and Zhuang Jingwei cannot be willful. Unless he gives up the job, he cannot disobey the general manager's order.
But on the way to the conference room, he secretly made up his mind to make his voice heard!
The conference room of Meishi Advertising Company was almost full of people.
Zhuang Jingwei met the person in charge of China Automobile, met his colleagues, and also met Lu Chen.
Among all the people, Lu Chen is undoubtedly the most conspicuous. He is tall, young and handsome, with a warm and friendly smile. Even if he is prejudiced, Zhuang Jingwei has to admit that he is a very charming star.
This kind of star has his own aura that can make those fans fascinated.
For example, the girl sitting next to the general manager, her eyes were so bright that she almost rushed over to ask for autographs and photos!
"Director Zhuang is here"
Seeing Zhuang Jingwei coming in, Cai Jin, the general manager of Maxview Advertising Company, waved and said: "Come here and sit down."
The 35-year-old Cai Jin joined Meishi Advertising Company seven years ago. This elite who returned from studying abroad rose to the position of general manager, and also brought Meishi into the ranks of 10 4a-level advertising companies in Beijing.
In terms of management skills and abilities, Zhuang Jingwei also admires her very much.
He sat down in his seat.
Cai Jin gave Zhuang Jingwei a very covert look.
Zhuang Jingwei understood what she meant.
Cai Jin has always adhered to an important concept common in the service industry in the management of Maishi, that is, there are two elements in treating customers. The first point is "the customer is always right" and the second point is "if the customer is wrong,
Then please refer to the first point.”
This conflicts with Zhuang Jingwei's professional philosophy, but facts prove that Cai Jin is right. Advertising is like dancing with shackles. You must find the most suitable balance point under the shackles of policies, regulations and customer requirements.
, and then danced wonderfully.
There is no doubt about the importance of China Automobile to Maxi Advertising Company. Cai Jin is obviously worried that Zhuang Jingwei, who has a somewhat stubborn personality, will conflict with the client's requirements in the creative concept of the advertising film.
When all the participants were present, Cai Jin asked someone to close the door of the conference room and turn on the computer projection equipment.
She straightened her back and said with a smile: "Today, we at Maxview Advertising Company are very happy and honored to organize this demonstration meeting for the China Vision station wagon commercial film. First of all, we welcome Chen from the Propaganda Department of China Automobile Group.
Manager Hong”
The general manager of Meishi Advertising Company has a dignified and delicate appearance, and her soft-spoken voice makes people feel like a spring breeze. However, no one who knows her well dares to underestimate her ability.
"Welcome Mr. Lu Chen, he is also the celebrity spokesperson of Vision!"
Lu Chen stood up and bowed slightly to everyone.
He edited an MV commercial for the station wagon he was endorsing. This was not what Zhuang Jingwei had imagined. This meeting was proposed by people from China Automotive after watching the demonstration film.
The reason why the negotiation was held at Maxi Advertising Company was because this part of the advertising business was entrusted to this 4a-level advertising company. China Automobile also needed the professional advice of Maxi Advertising.
When the polite applause disappeared, Lu Chen continued: "At the request of China Automobile, I composed a song for Envision's first commercial. In addition, I also used materials on the Internet to edit a section of the song.
mv"
He smiled and said: "I am an outsider in advertising. This MV is very rough and only represents my own personal thoughts. Therefore, I would like to ask for professional advice from Maishi and work together to complete this cooperation!"
"Thanks!"
This time, the applause in the conference room was much more sincere and enthusiastic, and even Zhuang Jingwei applauded a few times.
Lu Chen's words made him have a better impression of the former. At least Lu Chen was very polite. Although his behavior was a bit excessive, his attitude was modest and he did not put himself in a dominant position as a matter of course.
This is consistent with his identity as a brand spokesperson, not a planner!
After Lu Chen finished speaking, Cai Jin asked his assistant to turn off the lights in the conference room and play the demonstration video through the projector.
The general manager of Maxi Advertising was also very curious. He didn't know what kind of work Lu Chen came up with that could make China Automobile put aside the preliminary plan proposed by him and choose an outsider's creative idea.
The next moment, a colorful picture appeared silently on the projection screen.
The dark colors and the vast and empty prairie suddenly appeared in everyone's sight. In the camera, a straight road led straight to the distant sky, which made people feel an indescribable shock.
Those who like travel or scenery will recognize at a glance that this is the famous Qinghai-Tibet Heavenly Road.
Then the camera slowly pulled up, and an off-road vehicle appeared on the screen, driving lonely into the distance. The music prelude sounded softly, and Lu Chen sang.
The mist seems to come from the sky.
"Wandering, on the road,
Do you want to leave viavia.
Fragile and proud,
That was also what I looked like.
Boiling and restless.
Where are you going viavia.
Mysterious and silent.
Are you really listening to the story?
…”
The light and shadow flowed and the screen switched, and the people sitting in the conference room unconsciously fell into the unique atmosphere created by the MV during the singing.
The name of this song is called "The Ordinary Road"!——
Note: "The Ordinary Road" lyrics: Han Han, Pu Shu/composer: Pu Shu.
ps: The first update is here, please subscribe and support!! (To be continued.)