Perfect Superstar

"...

I have crossed mountains and seas,

And through the sea of ​​people,

I used to have it all,

In a blink of an eye, it's all gone like smoke,

I was lost and disappointed and lost all direction,

Until seeing the ordinary is the only answer!

..."

This "Ordinary Road" is a work specially customized by Lu Chen for the China Vision r100 station wagon. It is a typical trip-hop chord decomposition. The whole song has a strong folk style, a slow lyrical rhythm and a clear rhythm. The voice and low-pitched singing make the song full of warmth and sadness.

In the MV edited by Lu Chen using Internet materials, cars and scenery are the eternal themes. The ever-changing scenery in the picture, and his singing that touches the ears and heart, present a unique charm. People's mood can't help but rush to the distance with the speeding car.

It allows the listener to enjoy the feeling of peace and youth, and find the future direction in the sadness and confusion!

"...

I'm just like you like him like the weeds and flowers,

Somehow this is me,

The only way to go!

Time is silent like this,

Already in hiahia tomorrow,

The road blown by the wind is still far away,

Where did your story go. "

A look of surprise and bewilderment froze in Zhuang Jingwei's eyes.

Before watching this commercial MV, the creative director of Maishi Advertising had strong doubts about Lu Chen's works. He even couldn't wait to show Lu Chen a little bit of color and let the latter know that he is in the professional field. Here, not everyone can come to plug in.

But halfway through the mv, Zhuang Jingwei fell silent.

Purely from the point of view of commercial production,

This mv is rough and messy, the editing is very amateurish, and the transitions and connections of the pictures are very unnatural, it is completely a novice-level work.

If it was made by a technician from Maishi Advertising, Zhuang Jingwei would definitely fire him immediately.

However, Zhuang Jingwei wasn't brain-dead enough to use this to attack Lu Chen.

Because this is a demonstration film in itself, like a script sketch for shooting a movie, the technology is completely irrelevant, the key is the theme of creativity, conception and expression.

Regarding the three most important points, Zhuang Jingwei couldn't find a big problem!

The soundtrack is great, the theme song is great!

The target group of the China Vision r100 station wagon is the white-collar elite between the ages of 25 and 40 in the city. They have a certain economic foundation and career, and they are more pursuing spiritual freedom and enjoyment.

It is also one of the characteristics of this class of people that they like to travel by car.

Lu Chen's advertising idea, or this advertising MV, undoubtedly hit their spiritual g point. It is sincere and open enough, and it deduces an extraordinary journey of life.

The lyrics are deliberately rough, and the rap at the end of the song directly points to the hearts of the people, and truly expresses the aspirations of the target audience. It is a wonderful interpretation of a song of life with rich emotions!

Even Zhuang Jingwei could not help but feel a desire to go out for a walk when he listened and watched.

Unlike ordinary car advertisements, there is no explanation of the advantages and configuration of the model, and there is no introduction to the product itself at all. What the film embodies is a strong feeling.

That's the only way to move people's hearts!

Until the end of the film, as the singing disappeared, the screen went completely dark, and a commercial slogan was silently condensed.

Who did not move the heart is far.

Immediately after the slogan faded away, the logos of Zhonghua Motors and Envision r100 quietly emerged.

The picture freezes here!

The meeting room was silent, and time seemed to freeze at this moment.

After a while, I don't know who took the lead in the applause, and then there was crackling applause.

Half of the people here are the managers of Maishi Advertising. As practitioners in the advertising industry, even if they are not as deep and detailed as Zhuang Jingwei thinks, they can still judge the pros and cons of an advertisement.

From a creative point of view, the idea of ​​this ad mv is not particularly novel and unique. Even if it spends a lot of money to re-create it carefully, it is estimated that it will not win any awards if it is taken abroad to participate in the awards.

However, its theme idea and product match are extremely high, especially the theme song is perfect, and it is definitely an excellent advertising work in the domestic market.

If Lu Chen's popularity is included, his influence cannot be underestimated!

What left the advertisers including Zhuang Jingwei speechless was that it was a singer and entertainer who conceived and edited this demo film, not an elite in their industry.

This makes people feel ashamed.

After applauding, Cai Jin asked Zhuang Jingwei: "Director Zhuang, do you have any comments?"

Zhuang Jingwei thought for a while, and said in a deep voice: "The concept and concept are very good, the theme song is first-rate, the general direction does not need to be changed, as long as it is re-shot according to the idea, it must be an excellent advertisement!"

"I have full confidence in this!"

He looked at Lu Chen and sighed sincerely: "Mr. Lu Chen, it is an honor for me and our company to cooperate with such an outstanding artist like you!"

Zhuang Jingwei's words brought smiles to everyone's faces.

The people from Zhonghua Motors had watched the demonstration film before, but now they needed professional advice for the negotiation, and they got the praise and approval of Maxvs advertising, which proved that they had the right vision and picked the right brand spokesperson.

Time is money, the sooner the commercial film is shot, the better it will be for the promotion of new models.

Zhuang Jingwei's colleagues have never seen him so convincing to a layman before, and they all find it interesting, and they can tell it as an anecdote in the future.

As for Lu Xi who accompanied Lu Chen, he was even more happy, so that the endorsement contract of Zhonghua Automobile would be stabilized.

She is also proud and proud of Lu Chen.

With one song and one edited MV, Lu Chen easily won over two powerful collaborators.

Lu Chen smiled and said: "Thank you, it is also my honor to cooperate with Zhonghua Automobile and Maishi Advertising!"

There was no tit-for-tat debate, no intrigue, and the atmosphere of the three-party discussion was very harmonious. The representative of Zhonghua Motors made a final decision on the spot to confirm the creative idea of ​​the commercial. Next, we talked about the specific shooting issues.

Lu Chen's editing uses all online materials, most of which are from domestic and foreign movies, and none of them can be used for copyright issues. In addition to the purchased materials that can be replaced, many shots need to be shot.

As one of the protagonists, Lu Chen's participation is naturally indispensable, and the communication in advance is very important.

The next day, Lu Chen's studio signed a formal endorsement contract with Zhonghua Motors.

12 million for 2 years, excluding remuneration for work outside the contract. For example, for the song "Ordinary Road", China Automobile needs to pay an additional 500,000 to buy the copyright.

With the first endorsement fee in the account, the financial situation of the studio has finally improved a lot.

The shooting of a new TV series was then put on the agenda.

But before that, Lu Chen still has an important event to attend, and that is the 72h Music Festival!

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The second one is here, I wish everyone a happy Dragon Boat Festival and eat more salty rice dumplings! (To be continued.)