Author: PR Jun
PR number (ID: publicrelationship) exclusive original,
Please obtain authorization in the background for reprinting, otherwise pursue responsibility
On February 16, Douban's first brand promotional film was officially launched——
Except for a little secret
I'm just an extremely ordinary person
I embrace the world with open arms
The world embraced me too
I went through it
or not experienced
That's what I want to express
I am free and eager to communicate
Know how to get along with people
But it doesn't force resonance
I am brave and peace-loving
Always desperate for doubt
doubt... Where I am, where to go
Childhood, and perhaps some...
But just like you
When I was a child, only adults remember it
I'm healthy and occasionally vulnerable
But there is no lack of care
Also tasted
The taste of love, real love
If not contacted
My friends don't know where I am
But they understood
Except for this little secret
I was just
An extremely ordinary person
I sometimes
Will embrace the world with open arms
sometimes
I just want to be alone
Our spiritual corner
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Do you understand?
Important things, PR Jun also said three times.
Got it!?
Well, then you don't have to look down —
Didn't understand?!
Look again!
The overall feeling is still literary, obscure, psychotic scattered... Finally, it falls on the footnote at the heart of our spiritual corner.
Aside from a little secret, I'm just an extremely ordinary person.
The song list that has been looping for the longest time is my mother's heartbeat.
What you're after is exactly what you don't want to lose again.
To this real world, no matter how realistic people are, they also have their own wild thoughts.
The people who know you best don't necessarily know you.
If someone banishes me, someone will welcome me.
As soon as the advertisement was launched on the 16th, the major social networking sites, Douban, Zhihu, self-media, and advertising communities were almost all discussing this topic.
There is too much discussion about this advertisement, and most of the opinions are - I don't understand, I don't know what to do!
As an era of information flooding and attention has been very scarce, if the advertisement is not typed as "receiving gifts to receive brain platinum", "Hengyuanxiang, sheep and sheep" such a straightforward and short, clear and clear expression, it is simply against the sky.
1, video duration: 4 minutes and 19 seconds, the average person has the patience to open this illogical, storyless, copywriting obscure advertisement?
3, content background: The content of the advertising film quotes a number of movie bridges, Kubrick's 2001, The Silence of the Lamb, and even "Bioshock 3" (sitting in the bathroom ascension is exactly the same as the opening link of BioChemical 3, and the artistic aesthetic of the whole film is even the same).
4, shooting and editing: the male protagonist wears a helmet and hangs the GoPro above his head for shooting. After the subjective perspective is shot, the remake is performed with a 35mm film negative. The reason for this is to make the picture more cinematic. The objective viewing angle is directly shot with the negative film machine of 35mm film.
5, copywriting: There are vague images of obscure poetry, and there are also psychotic jumps and splits.
6, production team: the famous Li Sanshui's W company
An advertisement with more than 4 minutes of literary and artistic feelings has such a large background information content, obviously, this is a video that is difficult to understand without reading the guide, it is only suitable for niche movies, music, and books to be appreciated by people with rich knowledge reserves.
Is Douban crazy? It took a lot of budget and resources to produce such an advertisement that most people could not understand, let alone spread word of mouth.
Back to the original intention.
Advertising always serves a specific marketing purpose -
Douban was established for eleven years, although it is a recognized "slow" development company, but because of this "slow", therefore, Douban in the reading, movie, music side area of The richest and most vocal KOL (opinion leader) population in contemporary China, whether it is the quantity or quality of UGC or PGC content, Douban is already a well-deserved NO.1 in China.
In other words, Douban, which has 100 million users, has already achieved "no one in the world does not know the king", and from the perspective of the community attribute of Douban's partial literature and art knowledge, the target users have a certain threshold. Therefore, in this sense, for Douban, the appeal to attracting target users is far greater than the communication cognition of seeking exposure and brushing the sense of existence in the general public. That is to say, the value of attracting a target user far exceeds the value of brushing up on the existence of ten thousand non-target groups.
On the other hand, from the perspective of communication, appropriate obscurity can trigger more controversy and discussion, and judging from the screenshots above, Douban's advertising design has reached its purpose. (Of course, if there is not enough user volume and seed users to trigger discussion, the more obscure it is, the more utility decay of the spread)
Third, the positioning of Douban's "Wenqing Intellectual Community" is destined to spread the content, which must have a certain appreciation content and a full of forced style. Just imagine, if it is a brain platinum like a blunt sale, Douban is estimated to be scolded as dog blood, right?!
From this point of view, douban's advertisement -
If you can't read it, and you cut it off when you see it, I'm sorry, this ad is not for you.
If you can't understand it, but think this advertisement is very forced, well, yes, Douban has affected you.
If you understand it and it resonates, well, it's great, Douban is here to "call you home for dinner" and tell you that this is "our spiritual corner".