In the blink of an eye, everything disperses like smoke,
I was once lost, disappointed and lost all direction,
Until you see ordinary is the only answer!
…”
This song "Ordinary Road" is a work specially customized by Lu Chen for the China Vision Touring Car. It has a typical T-Day p-hop chord breakdown. The whole song has a strong folk style, a slow lyrical rhythm and a clear
Her voice and low singing make the song full of warmth and sadness.
In the MV edited by Lu Chen using Internet materials, cars and scenery are the eternal themes. The ever-changing scenery in the picture and his voice singing that are in the ears and heart-to-heart complement each other, showing a unique charm.
People's mood can't help but follow the speeding car into the distance.
It allows the listener to enjoy the feeling of peace and youth, and to find the direction for the future amidst sadness and confusion!
"...
I'm just like you, like him, like the wild grass and flowers,
Somehow this is me,
The only way to go!
Time is silent like this,
Tomorrow is already in hiahia,
The road blown by the wind is still far,
Where did your story end?"
Surprise and a hint of confusion were fixed in Zhuang Jingwei's eyes.
Before watching this commercial MV, the creative director of Maxi Advertising had strong doubts about Lu Chen's work. He even couldn't wait to give Lu Chen some clues to let him know that in the professional field
Here, not just anyone can step in.
But halfway through the MV, Zhuang Jingwei fell silent.
From a purely commercial production perspective, this MV is a mess, the editing is very amateurish, the transitions and connections between the images are unnatural, and it is a completely novice-level work.
If it had been made by a technician from Maxi Advertising, Zhuang Jingwei would have fired him immediately.
However, Zhuang Jingwei is not so stupid as to use this point to attack Lu Chen.
Because this is a demonstration film in itself, just like a script sketch for filming a movie, the technology is completely irrelevant, the key lies in the creativity, conception and expression of the theme.
On these three most important points, Zhuang Jingwei couldn't find any big problems!
The soundtrack is great and the theme song is great!
The target group targeted by the China Vision Touring Vehicle is the white-collar elite class between 25 and 40 years old in the city. They have a certain economic foundation and career and are more pursuing spiritual freedom and enjoyment.
Likes to travel by car is also one of the characteristics of this class of people.
Lu Chen's advertising concept, or this advertising MV, is undoubtedly able to hit their spiritual g-points. It is sincere and magnanimous enough, and it depicts an extraordinary life journey.
The lyrics have a deliberately rough flavor, and the rap at the end of the song directly points to the heart, truly expressing the aspirations of the target group. It is a wonderful interpretation of a song about life with rich emotions!
Even Zhuang Jingwei couldn't help but have a desire to go out for a walk while listening and watching.
Different from ordinary car advertisements, there is no explanation of the advantages and configurations of the model, and there is no introduction to the product itself at all. What the film embodies is a strong emotion.
Only in this way can we move people's hearts!
Until the end of the film, as the singing disappeared, the screen turned completely dark, and an advertising slogan condensed silently.
The body has not moved, but the mind is far away.
Then the advertising slogan faded, and the logos of China Automobile and Vision quietly emerged.
This is how the scene freezes!
There was silence in the conference room, and time seemed to freeze at this moment.
After a while, I don’t know who took the lead in applauding, and then there was a burst of applause.
Half of the people here are managers of Maxi Advertising. As practitioners in the advertising industry, even if they are not as profound and detailed as Zhuang Jingwei thinks, they can still judge the quality of an advertisement.
From a creative point of view, the concept of this advertising MV is not particularly novel and unique. Even if it costs a lot of money to re-produce it carefully, it will probably not win any awards if it is used to participate in overseas awards.
However, its theme and product fit very well, especially the theme song, which is perfect. It is definitely an excellent advertising work in the domestic market.
If you include Lu Chen’s popularity, his influence cannot be underestimated!
What makes advertisers, including Zhuang Jingwei, speechless is that the person who conceived and edited this demo video was actually a singer and artist, not an elite in their industry.
This makes people feel ashamed.
After applause, Cai Jin asked Zhuang Jingwei: "Director Zhuang, do you have any opinions?"
Zhuang Jingwei thought for a while and said in a deep voice: "The concept and intention are very good, the theme song is first-rate, and the general direction does not need to be changed. As long as it is re-photographed according to the idea, it will definitely be an excellent advertisement!"
"I have full confidence in this!"
He looked at Lu Chen and sighed sincerely: "Mr. Lu Chen, it is an honor for me and our company, MaxTV Advertising, to work with such an outstanding artist like you!"
Zhuang Jingwei's words brought smiles to everyone's faces.
People from China Automotive had already seen the demonstration film, and what they needed for negotiation now was professional advice. They received praise and approval from Maxview Advertising, which proved that their vision was correct and they had chosen the right brand spokesperson.
Time is money. The sooner the commercial is shot, the better it will be for the promotion of new models.
Zhuang Jingwei's colleagues had never seen him so convinced by a layman before, and they all found it interesting and could tell it as an anecdote in the future.
As for Lu Xi, who accompanied Lu Chen, he was even more happy because the endorsement contract with China Automobile was secured.
She was also proud of Lu Chen.
With just one song and one MV, Lu Chen easily convinced two powerful collaborators.
Lu Chen smiled and said: "Thank you, it is also an honor for me to cooperate with China Automobile and Maxview Advertising!"
There were no tit-for-tat debates or intrigues. The atmosphere of the three-party discussion was very harmonious. Representatives from China Automobile made a decision on the spot to confirm the creative concept of the commercial. The specific shooting issues will be discussed below.
Lu Chen used all online materials for editing, most of which were from domestic and foreign movies. Due to copyright issues, none of them could be used. In addition to the purchased materials that could be replaced, many scenes needed to be shot.
As one of the protagonists, Lu Chen’s participation is naturally indispensable, so prior communication is very important.
The next day, Lu Chen Studio signed a formal endorsement contract with China Automobile.
12 million for 2 years, excluding remuneration for work outside the contract. For example, for this song "Ordinary Road", China Automobile needs to pay an additional 500,000 to buy the copyright.
With the first endorsement fee being recorded, the studio's financial situation has finally improved a lot.
The filming of a new TV series was then put on the schedule.
But before that, Lu Chen still has an important event to attend, and that is the 72h Music Festival! ——
The second update is here. I wish you all a happy Dragon Boat Festival and eat more salty rice dumplings! (To be continued.)