The Director of Music Department

The ad copy of the previous life "I speak for myself" was wonderful, but to be honest, the commercials were not so good.

Because, in the commercial, only one person stands out.

Although the copywriting is very classic and has aroused the resonance of the young generation, it can be said that it is a huge dose of chicken soup, but it does not maximize the effect.

In Chen Anping's current situation, if he only highlights himself, then this advertisement is at best whitewashing for himself. Although this can also achieve Chen Anping's goals, it is obviously overkill.

"So, you need an ad copy that can resonate with the majority of young people. Then combine the copy and make a blockbuster commercial." Wang Yifan said with a smile.

Chen Anping was not surprised by this. After all, although there are many creative ideas in advertising, as Wang Yifan said, a copy that can resonate with young people seems simple to say, but in fact, how can it be considered a copy that resonates?

That's what it said.

Chicken soup for the soul has long been flooded. To put it bluntly, the advertising copy must resonate with young people. In fact, it is also chicken soup for the soul. However, the same chicken soup depends on how it is written and how it is presented.

"I have ready-made copywriting here, you know it after reading it." Wang Yifan said with a smile.

Chen Anping was really surprised now.

Especially when Wang Yifan took a pen and paper and started to write on the spot in front of him. Chen Anping has a sense of absurdity.

Are you kidding me? Is it too rigorous?

You know, those advertising elites are racking their brains for creativity, and some of them have good ideas, but none of them can make Chen Anping feel like "love at first sight", or in other words, it doesn’t meet his subjective requirements. .

Those copywriters are also inspiring, emotional, etc., as Wang Yifan said, but he does not have that amazing feeling.

"You only smell my perfume, but you don't see my sweat." Wang Yifan wrote the first sentence on the paper.

Chen Anping frowned, and to be honest, this sentence really didn't make him feel too good.

Perfume and sweat are very common.

However, he didn't say anything, but kept watching.

"You have your rules, I have my choice!"

Chen Anping became more and more puzzled. Compared with the first sentence, the second sentence really seemed, probably, seemed to have a little meaning.

But that's all. Of course, if the copy is good or not, it must not be taken out of context, but to link the past.

Therefore, with a curiosity, he continued to read Wang Yifan's writing.

"You deny my present, I decide my future."

Chen Anping's brows loosened, and there was a faint feeling of excitement in his heart. Whether you will lose my status quo, I will decide my future. As a rich second generation, he may not be able to empathize, because before he took over the Deep Blue Group , He has always been the type of "other people's child".

Therefore, he has not been rejected by anyone. It was not until he took over the Deep Blue Group that he began to have countless abuses and slander.

But he has many friends of the same age. Although many of them are rich second-generation, they are not as unlearned as the outside world says. On the contrary, some of them may be confused and have People feel rebellious and arrogant, but only as a friend he understands that they have suffered too many denials.

For example, he has a friend who wants to be a singer, but his family does not want him to be a singer at all, but wants him to work in the family business.

As a result, he continued to persevere and naturally became a rebellious and disobedient representative.

"You deny my status quo, I decide my future..." Chen Anping couldn't help chanting these words repeatedly.

His eyes are getting brighter and brighter. Young people often don’t like being "planned" by the family, and what they will do in the future. If they break away from the original and the trajectory of the family arrangement, then they will become rebellious, and they will naturally be The object of negation.

While writing, Wang Yifan looked up at Chen Anping. To be honest, he was a little surprised by Chen Anping's reaction.

In fact, "I speak for myself" is more aimed at the general young generation. Wang Yifan thinks about it. Chen Anping, a rich second generation, can be said to be born with a golden key, and it has probably not been lacking since childhood. What happened?

This advertising idea was originally not shown for people like Chen Anping, but for the tens of thousands of young people who are really struggling.

Only they can resonate with this copy, because every sentence and paragraph of this is the truth they are facing.

"You laugh at me for having nothing unworthy of love, I pity you always waiting!"

Sure enough, when he saw this sentence, Chen Anping frowned again, he was a little caught in it, and felt that this sentence didn't seem to have much to do with him.

Nothing, not worthy to love?

Who is he? The rich second-generation, in charge of the tens of billions of deep blue group, who dares to say that he has nothing and is not worthy to love?

However, Chen Anping was able to stabilize the Deep Blue Group quickly, and naturally he was not an ordinary person. He soon figured out that although this ad copy was written for him, it was not written for him at all.

The same copy is not written for him, but for the general public.

"You can despise our youth, and we will prove whose era this is!"

This sentence can be said to be one of the most important points of the entire advertising copy. Young is capital. It may be underestimated or called "Beat Generation", but young represents the trend and represents society. The mainstream power, so they will prove, whose era this is!

It was just such a sentence, but Chen Anping thought, if this sentence is used on Guangyao mobile phones, then you can imagine what effect it will have.

The man at the helm of Guangyao mobile phone, Chen Anping, is the second generation of the rich, but equally, he is also a young man!

"Dreams are destined to travel alone

Questions and ridicule are indispensable on the road

so what

Even with bruises

Live beautifully too! "

Chen Anping was convinced, and he was completely convinced, because this ad copy, it can be said that at this point, the preparation has been completed and reached a climax!

Dreams are destined to travel alone. Those young people who work hard and struggle to chase their dreams have encountered so many difficulties, questions and ridicules, just like him now.

But, so what? Just like this time, he spent billions of dollars in rewards for advertising creative, isn't he still being laughed at?

struggle to live wonderfully even everything hurts me!

This sentence is too beautiful, this bowl of chicken soup is too delicious for young people in the struggle period, and it is written in their hearts.

"I am Chen Anping, I speak for myself!"

In the last sentence, Chen Anping was completely convinced. It can be said that the last sentence is the real closing sentence and the real advertising slogan!