This year's competition is particularly fierce. Many works have participated in the competition, and the themes are novel and changeable, creating the best in history. Many excellent works have stood out and become models of advertising films one after another. Among them, director Michael Bay’s "Transformers 4: The Rise of Shuhua Milk" filmed by director Michael Bay for Yili’s new product Shuhua Milk and director Marc Webb’s "The Amazing Spider-Man 2: The Sword of Nanchun" filmed by director Marc Webb for Jiannanchun Company. , The fierce confrontation was once again staged against the old enemy for many years.
"I'm not worried at all" Michael Bay said to reporters easily before the awards, "I know I will succeed, so I am not nervous at all." He smiled and waved to Marc Webb not far away. The reader just nodded coldly, and he shrugged helplessly to the reporter.
Facts have proved that he is not overconfident. After a full three-hour review, the organizing committee finally announced "Transformers 4: Shuhua Milk" as the best advertising of the year (Advertising of The Year), and won a total of four highest awards: Promotion (Promo), Media (Press), Film (Film) and Integration (Titanium & Integrated). The work also won 5 Golden Lion Awards, and director Michael Bay was also awarded a Gold Award in the director category.
In response, Micheal Bay didn't have any other reaction except to stand up and nod his head to express his gratitude. He didn't yell excitedly or cry. He took the stage to express his gratitude calmly, then stepped down and smiled at the reporter: "I said it earlier, I know."
This late-blooming advertising director now has such indifferent capital. He has always been unexpected, or in other words, he has never lost his pride. At the beginning of his youth, he was once a small and famous new representative in the advertising industry. He has shot advertisements for major brands such as Coca-Cola, Nike, and Reebok, and was once regarded as the next generation leader in the advertising industry.
"I was very optimistic about this young man at the time. I remember that I could see enthusiasm and inspiration from him. These qualities enabled him to perfectly highlight the advantages of the product in a humorous and unexpected way." The most authoritative in the advertising film industry. The veteran of Spielberg said that he is also Michael's most important life mentor. The person who respects and appreciates Michael most is that he brought Michael back from a lost path and made him the glorious person he is now. "He will succeed. I know that one day the world will remember the name Michael Bay."
But for the young Michael Bay, success did not come as fast as he thought. After gradually becoming famous in the advertising industry and receiving a lot of praise, this young man has not been as smooth sailing as people imagined, and he succeeded in getting on the right track in the advertising industry. On the contrary, this rebellious young man chose another path, he decided to make a movie.
Since then, more than ten years of sinking. The young man of yesteryear paid a heavy price for his mistakes: he was not suitable for making movies. "Escape from the Island of Clone", "Pearl Harbor", and "Risk to Death Island", this series of short and non-themed films did not give full play to his talents, but made him heavily in debt and gradually disappeared from people's sight. Quietly unknown.
But as always, when people thought that his commercial art journey ended here seven years ago, he once again surprised the public. After more than ten years away from the advertising film industry, he once again announced his return with the new Chevrolet commercial "Transformers": the advertisement compares the Chevrolet car mechanization with other cars to fight against the charming straight lines and stability of Chevrolet cars. , The picture is highly infectious, the special effects, plot, and product features are just right, the special effects are realistic and the plot is complicated. After the advertisement was released, it was very effective, and it caused a strong sensation and Chevrolet buying tide. In the same year, it won the best advertisement of the Cana Advertising Festival. And Michael Bay-this long-lost name has returned to people's sight.
"It was Spielberg who saved me. When I lost myself and couldn't find the way in life, he guided me back in the right direction, and he pointed out the fact that I didn't want to admit-I was making a movie. I don’t have any talent at all, and then I told me to go back to shoot commercials again to be my best choice. So I suddenly realized and became sober, I wasted too much time trying to make myself do something unsuitable My own business, deep down in my heart, I still love the advertising industry the most. I miss everything when I was advertising movies. Thanks to Spielberg, he is the most important person in my life." When talking about the past That failed experience, Michael said.
But now, this former advertising genius has reshaped his glory again and has become a hot advertising director in competition among businesses. Today, the last ad campaign of Yili's "Transformers 3: Shuhua Milk" with a unique and creative idea has brought a wave of buying frenzy, and people have begun to use "wait until I finish drinking this bottle of Shuhua Milk" to express their emotions. , Such as "The weather is really good today, wait until I finish drinking this bottle of Shuhua milk." or "If you dare to move my hands and feet, when I finish drinking this bottle of Shuhua milk, I will invalidate your entire paradise."
This once again Proved the magical effectiveness of Michael Bay's advertising. The plot of this consistent Baye style advertisement is complicated, but it is longer, more complicated, cooler special effects and sound than any previous advertisement, and the occasional humor and humor makes people deeply influential.
The story in the advertisement mainly tells a single father who loves life. While taking care of his rebellious daughter in adolescence, he is also busy creating and discovering when his physical strength is gradually weakening. He is used to drinking a bottle of Shuhua milk to make him face life more positively. He recommended Yilishu milk to his daughter, but the rebellious daughter chose another kind of ordinary milk recommended by a friend in order to fight her father. Suddenly, one day, his father accidentally got a poison bomb that would pollute the milk source of the world, so he had to take his daughter and daughter friends to join forces with the Chevrolet Autobots to save the world.
When they were forced to a desperate situation and unable to resist, his father suddenly wanted to drink Shu Hua milk, and when he finished drinking Shu Hua milk, he was surprised to find that his physique had improved! He quickly recommended the Autobots to take Shuhua milk, and they finally temporarily defeated the evil aliens who wanted to pollute the milk source. The daughter and friends were almost assimilated to heaven at this time. It turns out that they have been drinking contaminated milk. The aliens felt it was time to take the contaminated people away.
The father begged his daughter to drink a sip of Shu Hua milk to purify the physique. The daughter tried it hard, but was immediately moved by the mellowness of Shu Hua milk. Since then, the prodigal son has turned around. The Autobots relied on Shu Hua milk to tame the mount and defeated the vicious aliens. The corpse of the alien fell from the sky and crashed into five words: Yili Dafa is good.
The famous advertiser Donald Draper commented: “The medium is the information. A good advertisement requires line expression, role substitution, and scene integration, which are all closely related to the product. At the same time, it is very difficult to achieve a complete and smooth plot. As an advertisement, , The plot of "Change 4" is a little too long and I don’t know the so-called, but the advantage is that it perfectly shows the advantages of the product, which is very rare. There are also gorgeous visual effects, the addition of Chinese comedy elements, and the noisy and avant-garde sound effects. To make this ad stand out from the crowd."
Michael Bay himself said: "I have paid a lot for this advertisement, because I am very fond of Chinese elements, especially Yili. I have studied it carefully." He took a deep breath and said, "'Through sterile addition Lactase Yilishu milk products decompose more than 90% of the lactose in milk, so that most of the lactose in the milk is pre-decomposed into easily absorbed glucose and galactose, which can meet the needs of people with different degrees of lactose intolerance and lactase deficiency. The demand for drinking milk fundamentally solves the problem of healthy milk drinking for the national population.' I have completed this advertising film with this concept. This is the best advertisement I have so far. I feel very lucky to be selected by Yili to cooperate. "He smiled and said, "Yili Dafa is good."
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