Copywriting, not just copywriting. Copywriter (MrCopywriter)
This article is a copywriter WeAd brand lab cooperation column Source: Copywriting and Art (id: copyart) authorized
Just after the New Year, people are returning one after another.
I don't know if you feel the same way, when you first came home, it was bright and beautiful. The next day, we began to compromise on "comfort", first replacing leather shoes with slippers, then changing the tide brand into printed pajamas, and even the commercial cars that drove back became a transportation machine for various earthy New Year goods.
The year has passed, and the mark of the year has also remained on us, and on the body of the car.
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Excerpts from some of the copy:
In fact, this theater is staged for you every day
It is these imperceptible warmths that inspire us to move forward courageously
Care for you, guard you, accompany you, pamper you
New Year, Cadillac wishes more LIKE around you
With you, bravely go
Cadillac
Cady LIKE U
I didn't expect that a video would incorporate so many shooting methods, each of which is an independent little story, strung together, pointing to a common theme: family and Cadillac love you.
Those marks that remain on us are the marks of love. This logic, I don't say, you can probably guess who shot it, because it really beats.
The first story was filmed in a mime style, which reminded me of Chaplin.
Every year when you come home, your uncle will enthusiastically help you park, which is a sign that they love you. This small clip, what makes me feel very warm is that Cadillac obviously has an APAII+ 360° full-mode intelligent automatic parking system, but the owner still seriously cooperates with the performance of the two uncles and gives them a thumbs up at the end.
Although, perhaps the video wants to express the all-round help of the uncles, why is the owner not guarding the uncles to express their joyful enthusiasm? Maybe true love is just pretending to be stupid at the right time.
The second story is in the style of clay animation.
The old hen raised at home leaves an egg in the car when you return home. Although the theme of this little fragment is "Hen LIKE U", how can a hen have such an IQ and emotional intelligence?
After reading it, I read another meaning: cadillac's sense of security makes the hen think it is a safe place to hatch eggs, and this egg, which was found after going back, is intact, and it also expresses the characteristics of a very stable car.
Steady, secure happiness, family and Cadillac can give you.
The third story is in the form of drama.
The characters specially painted stage makeup and played with the stem of "drinking more hot water". As we all know, drinking more hot water is indeed good, but it is just not a solution. But after the girl fell asleep in the car, the boyfriend quietly turned on the electric heating of the front seat, which coincided with the stem of "drinking more hot water".
Don't understand the style, it is not important, really good for you, is the most important.
The fourth story chose to be presented in animals.
The image of the sloth, which was successfully portrayed in the movie "Zootopia", is a one-on-one hitman image.
The biggest fear of hit workers is to receive news from the boss during the holidays, so the sloth also chooses to use "pretend not to see" to avoid the boss's constant pop-up messages. "Sleepy" and "slow" are the traits of sloths, who are saved by Cadillac's Super Cruise driver attention retention system at the moment when the sloth is about to have a car accident. After waking up, I looked at the boss's news, and it turned out to be "Happy Lantern Festival".
This little oolong will make the image of the boss gentle, if the boss does not forget to care about you during the holidays, don't doubt, it is the real LIKE U.
The fifth story uses Tianjin Allegro.
This is also one of my most immersive stories, red insoles, red peace charms, red foot pads, red blessing characters... These Elements of the New Year poured into the car. When the owner sees it, although he will feel full of earthy taste, a warmth will rise in his heart, which is not love, so what is it?
Love, the word, is not literary but grounded, not cold but lively.
I like this set of small stories, with the gentleness of ordinary people, even the harmonic stem, it seems to be meaningful.
Cadillac, Cady LIKE U
Harmonic terrier, in the advertising circle wind review has been killed, as if the use of harmonic terrier, is a manifestation of laziness, can not be on the table.
But I think that "tools" don't matter whether they are good or bad, the key lies in the people they use, and how they are used.
Cadillac's "Lark" and English "Like" homophonous, this video is cleverly playing the harmonic terrier into a profound insight: New Year's home, you drive home Cadillac, will definitely assume more roles, to visit relatives and friends, to give friends a wedding car, to give dad a treat, to take the children to play... The imprint of the family is also left on the car, it may be scratches, it may be pendants, it may be stickers, no matter what it is, that is the way the family expresses love.
These marks may cause you trouble, but more often than not, they will smile, which is a sweet little annoyance, which is also a proof of their LIKE U.
This is the idea that Cadillac made for the Lantern Festival, generally thinking of the Lantern Festival, the most direct association is "reunion", but in fact, many people left their hometown before the Lantern Festival and spent the festival alone.
Cadillac keenly grasped this point, the important thing is not to "leave the bitter feelings", but to see the imprint of the family left on the car during the Spring Festival as the family's love for the owner, which makes the "reunion" of the Lantern Festival different, people are not together, but the love of the family has always been together. And also through this theme, the cadillac's many performances are integrated, and the human feelings and product selling points are perfectly presented.
Remember Cadillac's advertising slogan a long time ago: the degradation of males is the sadness of this era, fortunately there is Cadillac.
In recent years, Cadillac has slowly changed, and it has always been a symbol of "bravery". So is the current Cadillac brave enough?
From the bravery of the distant, to the bravery of the present
Cadillac and Shengjia's cooperation in the past few years has given us a lot of surprises, from "No Back drive is not luxury" to "Second Proverbs" to "You Are My Special Light", and then to this year's "Cady LIKE U", Cadillac is becoming more and more grounded.
It seems to gradually pluck off the distant divine aura and become a friend within reach of us.
In the past, Cadillac, to the peak cliffs, to Long Beach Miles, to challenge, to adventure, and now Cadillac, in life, accompany you to go further.
Bravery, there are two forms.
One is to go far away with dreams, and the other is to live with dreams.
Cadillac has completed the transformation from distant bravery to bravery in front of the eyes.
This may be related to the rapid urbanization of the mainland, and with the rapid development of the economy, people are increasingly focused on the happiness that can be reached. With the improvement of people's living standards, cars have also changed from luxury goods to basic household necessities.
In such an environment, Cadillac's choice to enter life is undoubtedly a very bold and promising choice.
In the market of luxury cars, BMW and Audi are pioneers, cadillac chooses to cut into the market from the perspective of "human feelings", which can touch people's hearts and establish an image of loving family luxury cars.
Cadillac is still brave and will accompany you who are brave in life.
Because, Cady LIKE U.
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