Cctv advertisement

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I remember the CCTV (Central Television) image advertisement Logo that I saw before: a light sign fluttered on the land of the motherland, and all kinds of people looked up. This is a "floating" gesture, clear and domineering, but also a bit high.

Later, I saw CCTV's image advertisement "Stage": a country girl was dancing, jumping from the countryside to the city, dancing with several well-dressed men. This is a "jump" gesture with strong symbolic significance. It means that many China country brands, carp yue longmen, have grown up through CCTV. It also means that CCTV is eager to go global.

Later, I saw CCTV's image advertisement "Listen": People from all over the world gathered in running to listen to the voice from China. This is a kind of "running" gesture, and the advertisements are beautifully shot and kind, which makes people feel more and more national pride.

Now, CCTV launched a new image advertisement "Seats" on 20 10 (Figure 1). This time, it didn't "float", "jump" or "run", but "sit down".

One scene, one chair, different scenes, different chairs, just to be clear: 20 10, the world sees CCTV, and the world sees China. The idea is quite simple, the execution is beautiful enough, and the language has begun to globalize. But I think that sometimes, "sitting" is dangerous. Because "sitting" is sometimes easier to "crash" than "walking".

Seating is an appropriate idea for CCTV viewers everywhere, but it is not a unique idea. Because before this, print advertisements and TV advertisements were all creative works with a "chair" in the middle of the picture. For example, the TV image advertisement of Shanghai TV Station (Figure 2), "Everything comes together", also uses seats, which is also an eye-catching idea. Creative people's ideas often "crash", but some "crashes" of CCTV should not be. This can't help but make people wonder-does CCTV never bother to pay attention to what others are doing? Are CCTV advertising creative personnel too lazy to look at competitors' advertisements when they are creative?

What's even more strange is that CCTV Olympic Channel also broadcast a promotional video of BOCOG, which is also a "seat" (Figure 3). There are also seats in the photos, but some photos show more people sitting. Although their creative ideas are different, they are easily associated with words such as "crash" and "similarity" visually, which makes people feel that such image advertisements have collided with the hot topics of the Olympic Games.

"Sitting" is dangerous, because people who "sit" will naturally think of a relaxed shelter.

Creative people know that things that are too easy to think of are usually easy to "collapse". Chair, for TV image advertising creativity, is really an easy element to think of. When you "sit" and think about creativity, it's easy to think of the audience from TV and the seats from the audience. I believe that most creative teams or advertising companies think of seats when advertising images on every TV station. But why are many TV stations useless? It is because everyone knows that this idea is too easy to come up with, and it is not unique or original.

It's dangerous to sit, because the person sitting can't keep up with the times.

From "Logo" to "Stage", I saw that CCTV image advertising keeps pace with the times; From "stage" to "listening", I also saw CCTV's vision shift from China to the world. But from "listening" to "sitting", I saw the repetition of the theme, but I didn't see any further improvement. The same idea, the world listens to us and looks at us; Creativity is ordinary, and compared with listening, it has gone from one ordinary to another. This advertisement of CCTV is to tell people that China is rising and the eyes of the world are turning to China. There is nothing wrong with the strategic direction, but the thinking is not profound.

Poor advertising creative people are facing more and more languages and a new era, and they are facing an increasingly dissatisfied audience. Greatness becomes more difficult.

Creative Team (Guangzhou Angelababy Legend):

CCO: Zheng Daming

CD: Wang Weilin Sun

Copywriter: Zheng Daming, Wang Wei, Zheng Honghai

Production designers: Lin, Xie Zhijian,

Account Directors: Lai, Yang and Xie.

Consultant: Lao Shuang Enmo Sun Kang

Director: Gao Xiaolong

Production company: only produced in Guangzhou.

Producer: Wu Zutao

Special thanks: Xiaodong Sui.

location

CCTV 20 10 new image film "Competition" is a great challenge to the legend of Angelababy!

After all, Zhu Yu is in the lead. The two CCTV image films "How big the heart is, how big the stage is" and "Let the world listen to our voices" have achieved great social repercussions, and it is not easy to surpass them!

If you want to surpass it, you must dig deeper. Zheng Daming, the chief creative officer of The Legend of Angelababy, personally operated and deliberated.

In Zheng Daming's view, 20 10 is of special significance to China. In the context of the global financial crisis, China, as the most active and stable economic force in the world, has maintained a strong and high-growth trend and become a bright color under the global gray sky. From the Beijing Olympic Games to the 60th anniversary celebration of the founding of the People's Republic of China, to the upcoming Shanghai World Expo and Guangzhou Asian Games ... China will undoubtedly focus more and more attention on the world.

And CCTV is the focus of these eyes. Here, we see that more and more local brands in China have become an important force affecting the world economy; Here it is. We have seen the process of more and more world brands integrating into China; Here, we see the whole story of every major event; Here, we have witnessed the rapid development of a big country. If CCTV is a big stage for various brands and even China to show themselves, then there will be a "seat" to watch CCTV outside this stage, from China to every corner of the world. ...

Yes, the whole world is watching. Look at China!

The output of this concept is not as difficult as imagined. With the concept, creativity will naturally come.

The process of submitting the proposal to CCTV was very smooth, and the creativity was highly recognized from concept to performance. The first round was almost unanimous, but some details were adjusted. In the process of perfecting creativity, I listened to the valuable opinions of Mr. Mo, the brand consultant of CCTV, especially Mr. Lao Shuang 'en, and finally decided to invite the executive director of the Olympic promotional film to direct this film.

After more than two months of repeated communication and polishing, CCTV's new image film "Seating" was finally released.

Compared with the first two CCTV image films, the picture of the mat is soothing and calm, but you can feel the passion and strength surging under this calm: from the farmer to the bustling city, from the northwest of China to the African prairie, from the Beijing quadrangle to the French castle, there is a mat and countless pairs of eyes all over the world, quietly watching CCTV, watching China and watching the rise of China.

Director's Notes: Gao Xiaolong's Self-report

Chairs in front of red walls and green tiles, chairs in modern buildings, chairs on high loess slopes, chairs in fields in water towns, chairs in Lingnan ancestral halls, all the way to the seaside, new york, London, African grasslands, Europe and the world, there are chairs everywhere, and invisible people are watching. ...

This is a 90-second commercial, with no actors, only empty shots with broad meanings and various seats sitting firmly in the middle. For me, this is an acceptable challenge.

When I first read the script, I was attracted by its distinctive personality appearance. I haven't been so touched for a long time. I also saw that this sword is creative, and it is an advertisement with a unique temperament that needs to go across the country. In my more than ten years' experience as an advertising director, I am often aroused by these two types of advertising films, the so-called "enthusiasm", and in the process of creating such films, I often realize the significance of my work. This time, my old enemy, Zheng Daming, the creative director of Guangzhou Angelababy Legend Advertising Company, once again aroused my fighting spirit.

There are too many stories about "making an enemy" with Zheng Daming. I'm both the kind of guy who sticks to his own opinions and wrestles with each other. Blowing the beard and glaring at the watch has long been a classic piece, but even if the "resentment" is so deep, whenever he has an interesting idea and thinks that his work can be made into a movie, this fellow always comes to the door with a smile, and I always pick up the stick excitedly. After each of them quarreled from the heart.

Finally, even if the film passed the customer's acceptance, Zheng Daming gritted his teeth and vowed: "One day I will create the best conditions for you to make a blockbuster that is not limited by time and budget, and the director can create freely like an artist." Speaking of enthusiasm, my face is red and I have to move my biceps. This is the lovely friend Zheng Daming, persistent and heroic. It is a blessing to make such enemies in such a depressed advertising environment.

In such a 90-second commercial, the narrative and modeling elements are simple and simple; One environment, one chair, another environment, another chair-besides, there is no scenery, characters, movements and expressions that can give full play to my imagination and expressiveness, so that I can find something to rely on and "play". So, how to make the audience outside the movie "enter the play" with those people who are freehand in chairs in our movies, and let those different "chair" characters take the audience outside the play to watch attentively, or be watched with a solemn attitude? This interesting picture full of the relationship between watching and being watched, how can the audience outside the play feel the inner atmosphere and the infinite tension in the picture in every deliberately created minimalist image?

In Guangzhou, only with careful arrangement and full support, during the filming process lasting more than two months, from the north to the south of China, from Asia to Europe, wherever we go, facing every different scenery and chair, we should carefully ponder and carefully arrange, inject our subjective feelings into every objective scenery and object, and attach ourselves to our subjective intentions, so that every empty scene, every empty one. These "considerations" are reflected in the time point of each single lens switch in the shooting process, the fast and slow rhythm and rhythm of each section of the rail car, and the tightness of each picture. The subtle differences between square inches may be less interesting, and this so-called "meaning" may be the theme and intention that I want to carefully load into every picture. This is really a laborious process. Realizing a good idea that is challenging enough in itself is like walking with a handful of water. You don't have to pay enough attention to it, but you will eventually miss a place. However, directors who are unwilling to be mediocre usually go this way.

Stylistically, there is no doubt that this is a film that pays attention to visual expression. It needs to have the overall aesthetic feeling of visual expression and find a unique sense of form with internal significance. This is a film that doesn't need actors to perform and there is no plot conflict. As a director, my main focus is on the setting and creation of screen scenes, such as a wall, a tile, a tree, a door, a yard, a boat and a foreign building. I want to think about how to put it aesthetically and harmoniously in the picture. Simple things avoid being too rustic, while modern things avoid being too pretentious, vulgar and false. Then, I have to consider what kind of composition can catch the audience's eye in two or three seconds, let him see the taste from the picture, or just think the picture is beautiful. At the same time, I should also consider the connection and darkness between these pictures, not only the comfort of visual composition, but also the psychology of the audience.

In particular, in the initial scene selection, the entrusting party (CCTV) gave us a lot of professional and open-minded suggestions, such as avoiding buildings with obvious landmarks all over China, especially some mature landscapes in Beijing, even though they are famous, they look grand. This is a very clever suggestion, and its direct significance lies in avoiding the suspicion that this film will be contaminated with tourism scenery display. It avoids falling into an arrogant, formulaic and slogan image when expressing customers' own worldview. Facts have proved that this is a clever approach, which is a wise and self-deprecating mentality that many state-owned enterprises can hardly possess. Whether it's director Zheng Daming or director Gao Xiaolong, it's really lucky to meet such clients.

The two protagonists in this film, the scenery, the chair and myself, who are also production designers, are also doing their best to guide the prop department to match the appropriate chairs for each scene. The shapes, styles and colors of these chairs, as well as the distance they are placed in the picture, are all manifestations of their performances, which are very subtle. The selection criteria of all chairs should be based on the inherent color and shape of the environment. I want the relationship between each scene and the chair to be basically balanced. The chair should protrude a little. How much? This degree is entirely based on intuition and experience. I was worried at first, so I should stop advertising chairs.

At this point, I really don't know what to say. "Zuopian" is about to meet the audience. Like all movies, there are many regrets. What matters is music. Now music is a safe choice for me personally, and it is also in line with the emotional tonality of the film. This involves the creative level. Fortunately, it is a passionate and intentional creation, and it is inevitable that the most selfish ideas will be difficult to achieve. In the post-production process, I tried to use different music, but I couldn't get the support of my precious enemy Zheng Daming. Helpless, after all, a work was born. Daming loves this child too. This is his selfishness, satisfying his own wishes and taking care of customers' choices. This is the overall situation. I have been an advertising director for more than ten years. I understand this truth.

In addition, I would like to thank the only production in Guangzhou and the full cooperation of mobilizing all resources under limited conditions, so that my production idea of this "seat" can be perfectly presented.

Finally, I would like to thank CCTV for its trust and my enemy Zheng Daming. You should keep exercising your biceps, for your health and for our competition. Without you, my opponent will find advertising meaningless. I want you to show your latissimus dorsi in front of me all the time, and shout, because I also like to show off my strength with you! Remember!

Gao Xiaolong

2009-9- 15

Lao Shuang-en's comments

The camera is calm, the picture is restrained, the music is full of tension, the speech at the end is inspiring, and the advertising message is very penetrating in the world.

In the middle of the picture of a quiet chair "sitting", we from different corners of the world are waiting for a good performance, from the courtyard with China characteristics to the romantic Hawaiian garden, and then to the corner of the city full of activities, so that we can enjoy the castles in the air of world landmarks. We feel that an expectation is condensing and an atmosphere of hope is brewing until it is finally revealed that the world is watching ... "Who am I?" It's me, it's you, it's everyone who works hard for the construction and prosperity of China, and it's also many domestic brands, local and international. We constitute the vitality of China market, and we can put on a vibrant economic show for the world.

In 2009, the world sank, and most countries experiencing economic crisis in the world were dying. The only thing that can bring a little residual temperature is the only vitality of emerging economies. How to make the residual temperature continue to shine and bring hope to the recovery of the world economy will be an important thing that all countries in the world are waiting for.

In this context, we entered the fourth quarter of 2009 step by step, and it is getting closer and closer to 20 10. At this time, CCTV launched this image advertisement, which can not help but let the sinking heart see a strong dawn.

Yes, the world is watching us to see how China can bring economic impetus to the world by promoting domestic demand; All countries are watching how we in China can build by going up one flight of stairs on the basis of the current economy. From the world manufacturing center to the world brand center, from China manufacturing to China creation.

Lao Shuang' en

2009-09- 15

Source advertising door

Ps: As far as the recent CCTV advertisements are concerned, 1D prefers "Ink Painting" and the upcoming "Seating".

Ink is soft and powerful; The seat is quiet and moving.

Ink and wash can only be said to be China; This seat belongs to the whole world.