The Director of Music Department

The commercial copy of "I Speak for Myself" in the previous life was wonderful, but to be honest, the commercial was not so good.

Because, in the commercial, there is only one person who stands out.

Although the copywriting is very classic, it also resonates with the young generation. It can be said that it is a huge dose of chicken soup, but it does not maximize the effect.

With Chen Anping's current situation, if he only highlights himself, then this advertisement is at best a whitewash for himself. Although this can also achieve Chen Anping's goal, it is obviously a bit overkill.

"So, you need an advertising copy that can resonate with the majority of young people. Then combine the copywriting to make a blockbuster advertising film." 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 reality, how can it be considered a copy that can resonate?

This has something to say.

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

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

Now Chen Anping was really surprised.

Especially when Wang Yifan took a pen and paper and began to write on the spot in front of him. Chen Anping felt absurd.

What are you kidding? Will it be too imprecise?

You know, those advertising elites have racked their brains to come up with ideas, and there are many good ideas among them, but none of them can make Chen Anping feel "love at first sight", or they don't meet his subjective requirements. .

Those copywriting, there is no shortage of inspirational, sentimental, etc., as Wang Yifan said, but he didn't 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. To be honest, this sentence really didn't make him feel very good.

Perfume and sweat, a very common comparison.

However, he didn't say anything, but continued to read.

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

Chen Anping became more and more puzzled. Compared with the first sentence, the second sentence does seem to have a little more meaning.

But that's all. Of course, whether the copywriting is good or not, it must not be taken out of context, but must be a link between the past and the future.

So, with a curious attitude, 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. You deny my current situation, and I decide my future. As a rich second generation, he may not be able to empathize with him, because before he took over the Deep Blue Group , he has always been the type of "other people's child".

Therefore, he has never been rejected by anyone. It was not until he took over the Deep Blue Group that there were countless abuses and slanders.

But he has quite a few friends of the same age group. Although many of them are wealthy second generations, unlike what the outside world says, they are ignorant. On the contrary, some of them may be confused, some Some people will feel rebellious and arrogant, but only as a friend, he understands that they have suffered too much negation.

For example, he has a friend who wants to be a singer, but his family doesn't 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 representative of rebellion and disobedience.

"You deny my current situation, and I decide my future..." Chen Anping couldn't help repeating these words over and over again.

His eyes are getting brighter and brighter. Young people often don't like to be "planned" by their families, what to do in the future, and what they will do in the future, and they deviate from the original track of family arrangements, then they become rebellious, and they are naturally "planned" by their families. object of negation.

While writing, Wang Yifan raised his head and glanced 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. In Wang Yifan's mind, the rich second generation like Chen Anping can be said to be born with a golden key. What have you been?

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

Only they can really resonate with this copywriting, because every sentence and every paragraph is about the reality they are facing.

"You laugh at me for having nothing and not worthy of love, I pity you for always waiting!"

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

Nothing, not worthy of love?

who is he? The rich second generation is in charge of the tens of billions of Deep Blue Group. Who dares to say that he has nothing and is not worthy of love?

However, Chen Anping was able to quickly stabilize the Deep Blue Group, so he was naturally not an ordinary person. Soon he figured it out. Although this advertisement copy was written for him, it was not written for him at all.

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

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

This sentence can be said to be one of the biggest essences of the entire advertising copy. Youth is capital. It may be underestimated, or it may be crowned as the "Beat Generation", but youth represents the trend and represents the society. The mainstream power, so they will prove whose era this is!

Just such a sentence, but Chen Anping thought, if this sentence is used on Guangyao mobile phone, then one can imagine what kind of effect it will have.

The man at the helm of Guangyao Mobile, Chen Anping, is a rich second generation, but also a young man!

"Dreams are doomed to travel alone

Questioning and ridicule are indispensable on the road

so what

Even if you are covered in bruises

Live beautifully too! "

Chen Anping was convinced, he was completely convinced, because, this advertisement copy, it can be said that here, the groundwork has been completed, and it has reached a ** point!

Dreams are doomed to travel alone. Those young people who are struggling and struggling to pursue their dreams have encountered many difficulties, doubts and ridicules, just like him now.

But so what? Just like this time, he spent 100 million yuan as a reward for advertising ideas, isn't he still being laughed at?

struggle to live wonderfully even everything hurts me!

This sentence is so beautiful, this bowl of chicken soup is so delicious for young people who are struggling, and it is written in their hearts.

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

The last sentence, Chen Anping was completely convinced, it can be said that the last sentence is the real closing sentence, the real advertising slogan!