In this fast-moving, rapidly changing world, every young person has a common confusion: "Where are my" own coordinates? What can "I" bring to the times?
"To You in Your Own Universe" tries to give an answer to this question. Although everyone wants to live a more magnificent life, the ordinary is the ultimate destination for most people. In the corner where the spotlight can't hit, you can also live a hot life with an enterprising attitude.
Behind the heartfelt copywriting, there is a real mood of the times
"Perhaps, we are just the 'stars' of the stars holding the moon instead of the moon, the 'ten thousand' of the thousands instead of one, but, willingly? We can only have, not see the effort. ”
How many people break their defenses when they see the first line in "To You in your own universe".
Every cosmic you,
Are the best of this era!
At 10:00 a.m. on January 21, after the short film "To You in the Universe of Its Own" was first released at @Communist Youth League Central Committee and @Mango TV, it immediately obtained the accounts of government agencies such as the Chinese Olympic Committee, China Rocket Force, All-China Women's Federation, Ping An Beijing, etc., and dozens of authoritative media such as People's Daily Digital Communication, China Youth Daily, and Global Times jointly spoke out, and triggered heated discussions on social media.
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The reason why the short film copy is touching people's hearts is because it very realistically expresses the voice of young users today, reflecting their confusion and confusion in the great changes of the times. Not everyone can become the moon of the stars and the moon, can't you have a good life by being a star?
The ordinary young people in "To You in the Universe", some people insist on their hobbies and do not bow to life, and some people harvest self-worth when they bring value to others. This kind of posture makes the self on the road of struggle no longer self-pity, but self-improvement.
The so-called self-contained universe is that it is not necessary to pursue success in the worldly sense, but to find your own coordinates, not to compare yourself with others, to affirm yourself, and to have the right to define your own life.
In the epidemic, many industries and enterprises have been hit hard, and many people have lost their jobs and changed careers. The sentence "Thank you, still insisting" in the film hit many people, which is a kind of grievance and touch that their long-term persistence and efforts have finally been seen.
Some netizens replied, "When the year after year comes, how many flags have we made and how many vows have been made, but how many people can succeed?" Will be defeated by the ordinary, may be disappointed, may be self-deprecating, but we are not willing to be silent... The nameless origin can also be a universe of its own. Even the 'ten thousand' that is one of the thousands is a small universe of its own! ”
But we should also see that copywriting is just the icing on the cake, and what really makes this short film out of the circle is the unique perspective behind it and the sincere concern for ordinary people. Mango TV crossed the glittering stage and instead cast its gaze on corners overlooked by the spotlight.
From the perspective of release time, there is no choice of the centralized release period of brand advertising films before and after New Year's Day, but chooses an ordinary day such as January 21, which is also the time when many workers are about to end their year-end work, just like the year-end summary issued to every struggling youth, giving them encouragement and affirmation in the form of tribute and inner monologue.
Mango TV also leveraged the topic content that young people care about on Weibo to pry the discussion, #To you in your own universe ##What are you insisting on this year and other derivative issues that are in line with reality to gain sincere responses from young people.
In communication, marketing that can interact with users and attract users to actively think about marketing is easier to enter the user's mind. This short film attracts young users to actively participate by launching hot topic discussions on social media, expressing their understanding of the "self-contained universe", and realizing the two-way circle of topic popularity and value.
Respect the ordinary, but also fearlessly the ordinary
The attention and respect for each struggling individual is the greatest value of the short film "To You in your own universe". In fact, this kind of attention is not only reflected in this short film, but also the consistent value orientation of Mango TV.
In the documentary "Shining Ordinary: Youth Relay" produced by Mango TV, Shi Jianyang, the third generation of sand control man in Maowusu Desert, with the goal of "learning from Lin Ailin for life and helping the desert become an oasis", is committed to controlling sand with science and technology; mediator Qian Yiwen uses animation to restore the case and vividly popularize the "Civil Code"; in "Youth is just in time" that pays attention to the stories of ordinary youth in the firefighting, medical and other industries, the firefighters of the Xichang Brigade of the Liangshan Prefecture Forest Fire Detachment in Sichuan Province train hard day after day, just to be able to be at the critical moment. Rush into the fire and protect one side with your life.
Respect the ordinary, but also fearlessly the ordinary. Such a "self-contained universe" is not bitter at all.
In the drama content of Mango TV, the value core of "self-contained universe" has also been implemented. In "The Brother Who Cut through the Thorns", Lin Zhixuan recounted the difficult years of working as a business manager in the printing plant in the morning and singing and rehearsing in the afternoon, and no one's success is easy. They break the comfort zone again on stage and challenge themselves. The so-called "cutting through thorns" is a kind of action to face problems, solve problems, and move forward, which is exactly the power that the program hopes to pass on to the audience.
In "I'm Good in Other Places", the protagonist was cheated of brushing a single, renting a house was cheated, and was fired because of too little overtime, which can resonate with many urban foreigners. But rather than complaining, desperation is the cure for changing your life. As netizens said: "You and I are mortal, without goldfinger, it is impossible to go smoothly in life, but life forces us to learn to heal ourselves." There is a classic line in the play that also echoes the theme of "self-contained universe": "The city of Beijing is big enough and tolerant enough, this place can make talented people famous, and it can also make ordinary but hard-working people rich and peaceful." ”
If "I'm Good In Other Places" teaches us how to face the difficulties of the outside world, then "Goodbye Lover" is to trigger our exploration of ourselves and our hearts. More meaningful than the choice of separation or together in the end is that the six guests who opened up to us and let us dare to face our real needs and fears. After participating in "Goodbye Lover", Guo Keyu began to walk out of the family again, regained his pursuit of career, and lived out the appearance he wanted. These women independently choose the way love and life look, giving the female audience in front of the screen a lot of strength and comfort.
In the final analysis, the reason why this short film touches people's hearts is because it and the Mango TV behind it embody such values: even ordinary individuals can have the courage to ride the wind and waves in life and the courage to cut through thorns, and everyone who works hard to live is worthy of respect.
In 2022, I hope that countless of you, continue to refuel, live to shine with force.
epilogue:
As a year-end brand promotion of Mango TV, "To You in your own universe" will focus on insight into the emotions of young people, and express concern and respect for every strivers in the form of dialogue.
What is the self-contained universe? That is, as long as you recognize the direction of progress, even if the thorns are full of thorns, only care about the wind and rain. Even a speck of dust must dance in the sun.
Yes, the efforts of ordinary people are also worth seeing, and it is you who make this era sparkle.