Understanding Chen Kexin's "Three Minutes"

Topics such as Spring Festival approaching, new year's goods, Spring Festival travel rush craze and family reunion are widely used by major brands in advertising copy.

Tmall is even more open-minded, taking one interesting mv after another, among which the mahjong table is the most interesting. Ma Yun's father took pains to release big moves for the Tmall New Year activities.

A few days ago, at the top of Meihua.com, Apple invited Hong Kong director Peter Chan to shoot the promo "Three Minutes".

It can be called a masterpiece of watching thousands of netizens cry. Where is the magic? Let me take you to know about it.

The video mainly tells the story of a mother who can't reunite with her son often because of her work. The important thing is that the story is really adapted, and this touching story has been reported on the news before, which has a certain popularity and laid a certain foundation for her later fame, so this is a half-done copy.

Liu Zhong is a conductor. He takes the route from Nanning to Harbin every year. Working overtime in the early Spring Festival, he couldn't go home.

The days of one-year-old son Tintin are numbered, and the end of the year is just around the corner. Going home has become a matter of great concern to people who work hard in other places.

Liu Zhong's sister decided to take Tintin to the platform to visit her mother. There is only a three-minute interval between the arrival and departure of the train. These three minutes, 1.80 seconds, took a time to wash my face. Liu Zhong is also responsible for guiding all passengers to get on the bus, and he hasn't had time to say a few words with his son.

Liu Zhong once told Tintin that if he didn't memorize the multiplication formula, he wouldn't be able to go to the best primary school and see his mother. In order to meet his mother, Tintin concentrated on learning multiplication formula for several days and wanted to recite it to his mother.

Time passed quickly, and the whistle of the train urged Liu Zhong to get on the bus and set off. Finally, when his mother had to get on the bus and close the doors and windows, Tintin recited 98 1 when the time stopped at 10 seconds.

Mother smiled knowingly, and Tintin smiled and waved goodbye to her mother. (End)

1. The most striking feature of the video homepage is "iPhone6 shooting".

The film perfectly interprets the camera function of iPhone, which has aroused the admiration of netizens. Mobile phones can also shoot such good videos! IPhone is good except expensive.

This sentence quickly caused controversy. After a large-scale study by photographers, it is proved that such a film cannot be made by mobile phones alone. Haha, it doesn't matter if it's already important. The purpose of communication has been achieved. It is estimated that director Chen Kexin can shoot it with his own iPhone6.

2. The story earned enough tears and was destined to win the empathy and sympathy of the audience from the beginning.

The most important two points of the copy "three minutes" are all occupied.

(1) took advantage of the trend, playing an emotional card with everyone's homesickness in the Spring Festival travel rush craze, and at the same time warming up the brand of iPhone, making others feel that it is a brand with temperature.

(2) Embedding the goodness of the iPhone in the video without advertising traces, instead of directly telling you how good our products are like ordinary advertisements, you must buy them.

Let people consciously feel its beauty, and interspersed in the story of seconds, actively sharing and forwarding.

It seems that brand story selection is also very important.