Rhino Entertainment Original
Edited by Fang Zheng and edited by Pu Fang
The boss of the commissary on Huanghe Road was playing chess with the old man, and he was upset about Li Li robbing Jin Meilin's business, and the old man sighed, "I heard that the chefs have broken up, and now I don't know what to eat", I saw that at this time, the boss of the commissary changed sharply - "When you don't know what to eat, go to Meituan ** to see" ......
Good guys, when this "Flowers" caught up, I thought it was a feature film when I watched the commercial. Recently, on major social platforms, the above-mentioned set of Meituan series 9-12 episodes of the end of the small theater advertisement has aroused heated discussions among netizens, and fans have lamented that Wong Kar-wai's filming is even implanted with a "tone".
When it comes to the reputation of "Flowers", it is basically a process of arguing endlessly at the beginning of the broadcast, and collectively "true fragrance" and walking out of an upward curve as the plot develops. More people are gradually inclined to agree that ""Flowers" is a dimensionality reduction blow to TV dramas", and some people even advocate that "capital should flow to such good works".
The same is true of the reaction of capital.
The ferocity of the flower advertisement, from the first episode of 10 Guang to the first shot, to the addition of more than 86 seconds of Meituan Small Theater at the end of the 9th episode, to the 16th episode soaring to 11 Guang, and then to the whole network tap water enthusiastically betting on the number of finale advertisements, the phenomenal investment performance of "Flowers" has greatly boosted the overall confidence of the 2024 drama investment promotion.
According to the statistics of Douban netizens, as of the 28th episode (30 episodes in total), "Flowers" has surpassed last year's advertising king "Three-Body Problem" (168 total advertisements) with a total of 253 advertisements placed by 37 brands, and after the 25th episode near the finale, almost every episode can attract new brands to follow.
Data**: Douban netizens come to see the month to sort out.
In Jin Yucheng's original work ** "Flowers", the word "silent" appears more than a thousand times, and it usually means silent and non-expressive in Shanghainese. But at present, the drama version of "Flowers" is not only popular and word-of-mouth, but also resounding throughout the entire drama advertising industry.
So what's the secret to it being advertised everywhere but no one is disgusted?
Episode 16 rushed to 11 wide
Why does "Flowers" attract gold?
In the 16th episode of "Flowers", when Tokyo was on the verge of breaking up at night, he finally recalled the first meeting between Mr. Bao and Reiko in Tokyo, especially the scene when Reiko received a letter from Po when she was working at a restaurant, and her eyes were full of tears.
In this episode, the number of single-episode advertisements for "Flowers" also rushed to 11 industry phenomena, and Rhino Jun can't remember the last time he saw "11 Episodes 11" in a domestic drama.
In Rhino Jun's view, Fanhua advertising is a very suitable case for detailed dismantling, and we can clearly see the idea of brand customers making decisions and advertising from the changes in the advertising distribution of each episode of the show and the change of brand customers.
First of all, the top investment plate of "Flowers" largely depends on the preliminary negotiation. In the first episode of the broadcast, 10 wide were put out in one go, which is almost impossible to negotiate temporarily. In view of the ultra-long project cycle of "Flowers" from 17 years of preparation to the present, it can be judged that these customers have reached a contract with the drama party very early.
Another example that can be used as evidence is that many advertisements in "Flowers" were seamlessly implanted into the plot in the early stage, such as Mr. Wei who was talked about by the audience to send Miss Wang's KFC chicken wings, and Jing Xiu gave Miss Wang Pepsi and read the classic line "The bottle is open, it can't be closed", etc., these silky implants are obviously a good cooperation negotiated in the early stage of shooting.
Therefore, the primary reason why "Flowers" is so attractive is that the appeal of the national-level director Wong Kar-wai "went down" to make dramas, and the top Shanghai actors such as Hu Ge and Tang Yan constituted the "basic plate", so that many advertisers flocked to it when the project was first established.
On the other hand, the user portrait of "Flowers" is very clear, mainly urban people aged 25-45 in first- and second-tier cities with strong economic strength (Kuyun data shows that the market share of "Flowers" in first-tier cities has remained above 10% for a long time). And the show also attracts a lot of non-traditional drama audiences and men who like the plot of business wars, which is very convenient for brands to do targeted and precise advertising.
It can be seen that the industry brands that have voted for "Flowers" the most are beauty brands, such as Pechoin, which specially produced a Shanghainese version of the advertisement, Estee Lauder, which recently held hands with Ma Yili, Nature Hall, McGilly, etc., and such as Remy Martin XO, Zhenjiu, Wenjie 5S and other brands obviously want to occupy the minds of male audiences.
Another differentiating feature that impresses advertisers is that its popularity and reputation have really gradually gone to the top, drawing an "upward curve". Reflected in the delivery, it is obvious that there are many brands that belong to the temporary follow-up in the later stage, such as Wang Laoji, who only started to launch in episode 21, Calqi who only released 24 episodes and 25 episodes, and Oppai, who only joined in episode 28.
Wong Kar-wai teaches you to shoot commercials
Can this case be replicated?
The "advertising creativity" of "Flowers" is also worth savoring.
For one, Meituan's end credits almost created a new genre of product placement aesthetics. Although it is uncertain whether they were filmed by Wong Kar-wai himself, it can be seen that whether it is playing chess, eating melon seeds or chatting on the street, these fireworks scenes in the market continue Wong Kar-wai's aesthetics, creating a smooth sense of cohesion that "the audience has not yet played".
It can also be seen from this that it is also very particular about which actor to choose for a drama to shoot implantation. Rhino Jun has always felt that the character of the commissary owner Jingxiu played by co-director Cheng Liang in "Flowers" is very well designed, and in the play he is the "sounding board" of the small people in the market on Huanghe Road and the "intelligence information network" of the big shots, so looking for this character who is closest to the audience's voice to advertise, the audience's antipathy to implantation has weakened a lot.
Second, the advertisement was filmed well, and the audience would even turn to applaud, in "Flowers", Wong Kar-wai's treatment of the seamless implantation of brand elements in the play this time is a must.
Rhino Jun first mentioned two very interesting brands, one is the three sheep brand with the most ink in the early plot is suspected to be Hengyuanxiang (advertising words: Yang Yang Yang) of the giant ** advertisement, and the other is Fan Zhiyi handed Tang Yan the childhood memories of Shanghainese "Bright Old Popsicle". But judging from the ambiguity of the placement, it is difficult to determine whether this is an advertisement for money from two brands.
In the 12th episode of the show, Miss Wang's career was hit hard, and Jing Xiu, the owner of the Yellow River Road commissary, pried her a bottle of Pepsi and said a metaphorical line that hinted at the undercurrent surging under the dream of Jin Guangqi on the Yellow River Road:
The Yellow River Road is like a soda bottle, if you don't open it, it won't sound, but as long as you pick it up and pry it gently, it will spew out immediately. The bottle opened, and it couldn't be closed......”
There are also a few clips associated with the brand that are also highlights. For example, in the scene where Mr. Bao accidentally met a Japanese boss, Tao Tao shouted in the hospital that Banlangen was too expensive to waste; After Mr. Bao and Miss Wang drifted apart, he gave Xiao Wang a Cadillac to pay tribute to the old revolutionary friendship, etc., the brands in these highlights are not only not abrupt, but even bring the audience the fun of looking for easter eggs.
I have to say that when Rhino Jun watches "Flowers", sometimes it is very much like watching a marketing lesson taught by Wong Kar-wai to shoot advertisements, maybe Wong Kar-wai's image aesthetics are difficult for everyone to reproduce, but some advertising thinking and implantation skills can still be used.
Naked broadcast monster "Flowers" in the same period?
This is Lu Meilin's thinking
What inspiration can flower advertising leave for the industry?
Recently, in the ** field, Rhino Jun noticed that some remarks about "Flowers" delaying the investment of dramas in the same period were very loud. For example, in the Douban Ratings Research Center group, some netizens posted that ""Flowers" has produced a business siphon effect for the first time in the field of TV dramas, which will lead to the reduction of advertising business in major new dramas."
According to these points of view, they believe that the investment potential of "Flowers" has attracted the attention of many advertisers, resulting in the loss of advertisements for other dramas broadcast in the same period, and even many people blame "Flowers" for the "naked broadcast" of dramas such as "Our Translator" and "You Have Today" in the same period.
Rhino Jun understands the psychology of drama fans very well, and in the one-line thinking of fighting in the same period, it is indeed easy for us to think that a hit drama has robbed other dramas of business opportunities. But as Rhino Jun said earlier, in fact, the investment promotion of a drama depends more on the pre-negotiation, and the hit drama may be able to affect the decision of the new brand to "temporarily pursue investment", but it is too exaggerated to blame the "naked broadcast" of a drama on the head of the hit drama.
This reminds Rhino Jun of Lu Meilin, the boss of Jin Meilin in "Flowers", I believe that her peers are enemies, and she has indeed been robbed of a lot of business by her opponent Zhizhenyuan on the Yellow River Road, but if you blame your peers for everything and ignore your own dishes and services, this kind of business thinking can be said to be putting the cart before the horse.
The popularity and high reputation of "Flowers" have recently driven many Shanghainese to check in on the Yellow River Road to reminisce about the past, and Rhino Jun is particularly happy to see this phenomenon, and hopes that the industry can produce more high-quality dramas that are "real fire" and can drive social effects.
In response to the investment promotion of dramas, Rhino Jun believes that the core is to polish the "content quality" first, and then sell the good content with the same sincerity. Just like Zhizhenyuan to make a farewell concubine, with the attitude of ingenuity to cook, you are not afraid that diners from all over the world will not come to your meal.