I'm serious about making money

Public service advertisements, also known as public service advertisements, are advertisements that serve the public interest rather than profit.

In 1987, CCTV set up a publicity column, which was the first public service advertisement in China. Since then, CCTV, as well as TV stations at and above the municipal level, have set up special time slots for public service advertisements to broadcast public service advertisements on different themes.

Before the tide of the mobile Internet kicked off, CCTV had always been China's largest video media platform, receiving a large number of advertisement submissions every year.

Wang Changming's main job is to select excellent works from among them, and then send them to the higher authorities for review.

At 02:30 in the afternoon, Wang Changming took a paid nap and started working on time.

Lie down on an office chair, put a cushion on your back, and put headphones on your head.

Under the pressure of the earphones, the already thinning hair became precarious again.

The selection has begun.

Public welfare belongs to public welfare, and advertising still needs to be creative.

Among the submitted advertisements, most of the advertisements are either too old-fashioned or too sentimental. There are very few advertisements that are truly creative and can touch people's hearts.

As a professional film reviewer, Wang Changming has long been used to panning for gold.

However, the quality of the public service advertisements sent this year seems to be quite good.

After watching it for a long time, Wang Changming discovered a very touching commercial called Daddy's Lie.

The lens is very particular, and it has a movie-like texture.

An old man was sitting alone in a dim room. The afternoon sun shone through the glass windows and shone slightly on the whitened awards and old photo frames on the wall.

"Dingling" the phone rang.

"Hey girl"

The voice of the old man came, his tone rose, and he sounded very happy.

The camera turned to the dining table, with a small plate of pickles, two steamed buns, and a few oranges in a red plastic bag.

"I went out to hang out with old friends and was pretty busy"

The old man put on his clothes, carried a plastic bag, and staggered out the door.

"No problem, no problem, it's good, I eat well, sleep soundly, I'm not bored at all, so many friends"

The old man talked about his life with his daughter on the phone, which sounded very colorful.

But in the next second, the camera had already seen him through.

The old man's "rich" life every day is actually just sitting alone on a bench by the street, watching the passers-by, sitting for a whole day, until the sunset, and then slowly walking home.

Wang Changming understood that the conversation between the old man and his daughter had become a narration, and the camera and voice were not talking about the same thing.

"Your mother is not here," the old man's voice trembled, "She went out to dance, no, it's fine, it's fine."

The old man climbed up the stairs with difficulty, the camera extended from behind him, and the corridor of the hospital seemed so empty and long.

"It's okay, don't worry, you, work hard, don't worry about us two."

"You are busy, just hang up"

The old man peeled an orange and handed it to his wife who was lying on the bed. When the wind blew in, the two of them looked out the window. The sunset had dyed the sky red.

Wang Changming's heart trembled suddenly.

It turned out that the old man was deliberately lying in order not to worry his daughter.

He suddenly remembered that every time he called home, his father always said that everything was fine at home, so he should not worry.

The duration of this commercial is only 1 minute, and the camera cuts very quickly.

In the next second, the old man had returned home, hunched over, and wiped his daughter's photo with his hand.

The setting sun had already set, and in the dim room, the figure of the old man looked so lonely.

"Parent's lie, can you hear it?"

The screen went black, and a white subtitle appeared: "Don't fall in love too late, go home and watch it often."

At this moment, a violent emotion rushed to his head, and Wang Changming was almost driven to tears.

Fortunately, he blinked vigorously in time and suppressed the tears with all his might.

Although people engaged in literary and artistic creation are often full of emotions and strong empathy, they are easily moved, but it is too shameful for a gentleman to be moved by an advertisement.

"This should be the best creative advertisement this year," Wang Changming thought.

This ad is only 60 seconds long, but it tells a very moving story:

My mother was hospitalized. In order not to worry my daughter, my father deliberately lied to her, saying that everything was fine at home.

Although the story is simple, it undoubtedly hit his weakness.

In China, due to the special national conditions, most of the young people who grew up in villages and towns had the experience of being left-behind children.

In order to make a living, parents work outside the country all year round, and they can only reunite with their parents for a short time during the Chinese New Year.

The same is true of Wang Changming.

His parents are both poorly educated. They do the hardest and most tiring work in the city. They are reluctant to buy a suit of clothes for several years. When they go home during the Chinese New Year, they always bring him a new pair of shoes, and then hold his hand and say , must study hard.

Later, he grew up, stayed away from his hometown, was admitted to university, and even entered CCTV. With a staff, he became a successful question maker.

Parents are getting old.

He still remembers that when he bought a house the year before last, his father took out a crumpled passbook from his pocket and put it in his hand, with a bit of guilt in his tone, "Your mother and I have no skills, and we have saved so much in our whole life." Money, let’s get it together for you.”

At that time, Wang Changming was still ignorant, and he once resented why his parents had no skills and only saved so little money in his life, which made him have to bear the mortgage for so many years.

In the past two years, after he got married and had a child, he realized that it took so much money to support a family.

Then another question arose: How did my dad, who didn’t make much money in his life, provide him to the university, and even have some spare money to make a down payment for him?

Wang Changming gradually understood the difficulty of that man.

But he never went back to his hometown.

Every year when I meet my parents, it seems that only the short seven-day annual leave is left.

Hometown belongs to him, there is no more spring, summer and autumn.

Fortunately, his parents were not too old. Every time Wang Changming called home, his father always said that everything was fine, and then he could not talk for a long time, so he gave the phone to his mother.

This somewhat comforted Wang Changming.

But this advertisement was like a small thorn, and it stabbed in his heart.

Will his parents lie to him like in the advertisement, just to keep himself from worrying?

Wang Changming's heart suddenly tugged.

"Xiao Wang, how is this year? Are there any satisfactory films?" The director's voice sounded from behind, interrupting Wang Changming's thoughts.

"Oh, yes, Director." Wang Changming quickly stood up and said, "The quality of this year's public service advertisements is very good. The most outstanding one is an advertisement featuring empty nesters. I think it is very hopeful to win the best creative advertisement this year." prize."

"So brilliant?" The director was a little surprised to hear Wang Changming's praise.

"Director, I think the creativity of this ad is secondary. The most rare thing is that it pays attention to the phenomenon of empty nesters," Wang Changming explained.

"The so-called empty-nest old people refer to those old people whose children are not around, their life is difficult, and they are lonely and helpless. There are more and more such old people in China. How to provide for the elderly will be a big problem in the future."

"Why don't you hire a nanny?" A female voice interrupted abruptly.

"Xiao Li," the director greeted.

A girl named Li Zhao came over and said, "It's not as serious as you said. I'm not by my parents' side either. A good woman has ambitions everywhere, so how can she always be by her parents' side?"

"Yes, yes, miss, you are the most ambitious," the director teased.

"That's what it is," Li Zhao said as a matter of course. "The children are working hard outside, and the parents ask a nanny to take care of them. It's fine to drive back on weekends to have a look. Isn't it always like this."

"Uh," Wang Changming was almost choked to death by her, and was speechless for a long time.

Yes, I was a left-behind child when I was a child, and now I have a 30-year mortgage on my back, and my parents have become empty-nesters in the countryside. You ask me why I don’t hire a nanny?

"How are you doing?" The director asked, "Any interesting movies?"

Li Zhao said with a smile: "There really is. There is a film called Mom's Waiting, which is very interesting. Hey, do you know who the director is?"

"Who?"

"Jiang Yu!"

Li Zhao excitedly said: "33 Days of Broken Relationship was filmed by him. I checked and it turned out that he not only makes movies, but also commercials, and the commercials he shoots are very interesting!"

"He's young, handsome, and talented, hey, he's my ideal type," Li Zhao said, and immediately fell into a nympho.

The director was not surprised, and said with a smile: "Is it Jiang Yu's filming? Let me have a look. I would like to see the difference between film directors shooting commercials."

There is also a chain of contempt in the director world. Generally speaking, film directors are the most forceful, and they rarely come out to shoot commercials.

Once a well-known director shoots a commercial in person, it must be a major event in the advertising industry. .

Colleagues from the entire advertising industry will come to watch and see how the film director's thinking is different from his own.

"Okay, you come to my station," Li Zhao agreed, "Hey, let's go, Lao Wang, why are you in a daze?" Seeing Wang Changming standing still, she greeted him.

"Oh, I'll come," Wang Changming came to his senses and followed him.

Li Zhao returned to his workstation, clicked on the folder, found the advertisement, turned around and said with a playful smile, "Are you ready to cry? It's started." After speaking, he clicked play.

I saw a young mother in a white dress and ponytail standing in the middle of the square, with a large slogan behind her: Fewer births and better births, a happy life.

"Da da da, da da da" accompanied by the pure piano sound, the woman's humming sounded, quiet, lazy, and a little sad.

A little boy wearing a red scarf ran into the camera, his mother took the schoolbag from his hand, and the two happily chased and played.

The camera pans forward following the figures of the two.

The mother walked forward, but the child jumped out of the camera playfully backwards, and when he ran into the camera again, he had grown into a little boy.

The boy ran forward playfully, and his mother chased after him.

When the camera catches up with the two of them again, they are tired from running, and they are bending over and panting heavily. Nothing seems to have changed, but the long hair on the mother's head has been quietly coiled up.

——She has entered middle age and is no longer young.

Wang Changming understood in his heart that this was using changes in the lens to express the passage of time.

After all, it is a film director, the use of lens language is so skillful.

Wang Changming sighed in his heart.

"Da da da, da da da da da da" background music reached a climax.

Before he knew it, the green boy had grown into a tall young man. His mother took his scarf and tied it up for him lovingly.

The young man walked forward and passed a poplar tree. As soon as the camera turned, his greenness faded, and he suddenly grew up.

He is full of luggage, carrying a satchel, and holding a folder in his hand, and he is walking towards his future with great ambition.

But what about mom?

What about the mother who has been with him growing up?

The young man turned his head, and the camera followed his gaze and pulled back.

An old man with white hair bent over, stood where he was, waving and smiling lovingly at him.

Mom is old.

——She has walked many roads with you, and was finally left behind in time.

A strong emotion welled up in his heart again, and Wang Changming had to admit that he was hit again.

damn it!

Why are these advertisements so touching!

He blinked hard, rubbing his shoulders.

A line of small white characters appeared on the computer screen:

We walked a long way looking at the high sky and forgot to look back to see if she was crying.

"Is it touching?"

Li Zhao's eyes were red, and he turned around and asked, "I cried when I finished watching it, and I missed my mother right away."

Wang Changming swallowed harder and said, "If you think about her, go back and see her more."

Li Zhao is different from him. He is a native of Yanjing and can go home anytime.

"I really want to see it, but I can't." Li Zhao shrugged and said, "She and my dad went to France for a trip, and left me alone in Yanjing. Alas, I am really miserable."

Li Zhao sighed quietly.

Wang Changming stared at her blankly, a little suspicious whether the two of them were from the same world.

His parents are thousands of miles away, and at an early age, they are still busy making a living, and they have never even sat on a plane in their life.

But some parents can travel around and spend their old age in peace.

Inexplicably, a sentence emerged in Wang Changming's mind:

If you are moving forward with a heavy burden, then someone must be taking care of you.

"Film directors are different after all," the director nodded appreciatively, "Using the lens to represent the passage of time is indeed very creative."

"In the end, when the child grows up, the camera suddenly zooms back to the original point. The mother has become an old man, watching the child go away. That moment is very powerful and very moving."

"Based on my experience, this year's best public service advertisement award should be this film."

"Let me just say, Jiang Yu is really talented!" Li Zhaoxi laughed.

"Director, I think the movie My Father's Lie I watched is also of great public welfare value," Wang Changming mumbled, "And the director is also very attentive, and specially invited You Benchang to play the role of the empty-nest old man."

"You Benchang? Jigong?" The director asked in surprise, "Which director is so big, even Teacher You is hired?"

Everyone in the industry knows that Mr. You is very old now, and he rarely shows up in public. The last time he appeared in front of the camera was Jiang Yu's 33-day breakup.

Now there is another director, can you invite this great god out of the mountain?

Li Zhaodao: "Hey, the mother's waiting is also very attentive in this movie, okay? Didn't you see that the actress is Qin Hailu, the actress! And in the end, Jiang Yu herself appeared on the screen."

"Okay, okay," the director smiled and waved his hands, "I still believe in Xiao Wang's vision, let's go, let's go and see that dad's waiting to see if it's so good."

The three of them came to Wang Changming's work station again. Wang Changming found the file and was about to click it when he was startled suddenly and turned around and said, "By the way, what is the name of Jiang Yu's company?"

"Nine Six Media," Li Zhao said, "Do you think this name is a bit lewd?"

"I didn't mean that," Wang Changming turned his head to look at the computer screen, and saw that on the document that the mouse was about to click, it was written impressively:

Dad's lies - Jiuliu Media submitted for trial.

7017 k