Migrant worker nightmare NO.1, definitely received a brief from the boss when the holiday was approaching. Recently, the editor heard that the editor of Taobao's official account received the task of the big boss asking to hold the Taobao Spring Festival Gala of the Year of the Dragon, which sounds OK, after all, Taobao is such a big brand, and it is not a drizzle to hold a party, but after reading the requirements given by the boss, the workers exploded on the spot.
BOSS's requirements for the Taobao Spring Festival Gala of the Year of the Dragon can be summarized in a few points: to have Internet thinking, to have the same blank imagination as Chinese landscape paintings, to be lively and interesting in content, to be able to interact with young people, to swipe the screen out of the circle, and become a phenomenon-level communication.
It's 2024, how can there be a boss who wants to be "colorful black"?! Even if these needs are singled out, it is enough to double the annual KPI of the workers, and even more absolutely, the boss finally added one: 0!
If Taobao Xiaobian can really complete the boss's brief 100% with a zero budget, then Taobao will be the 2024 Cannes Advertising Award.
Don't say it, Taobao Dragon Year Spring Festival Gala is really online, it seems to be worth looking forward to. It's just, uh, this style of painting...... It seems like...... Forget it, see for yourselves.
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You just say whether it meets the requirements of the boss, every demand is accurately corresponded, the key is really 0 budget, this director understands brief.
This off-the-beaten-track "Year of the Dragon Spring Festival Gala", the first time I watched it, I was a little confused, what the hell! I watched it again, it seems to be quite funny, no, there seem to be some "dirty things" in the middle that I don't understand, brush it again, hahahaha is in a trance, these big brands are crazy after all what I want.
The two voices at the beginning, "howling" in the sky, almost didn't send me away. However, the vigorous opening of the back does have a feeling, the absolute high-level high-level production, worthy of Taobao, the Spring Festival Gala is really generous, and there is a sense of expectation that a high-box office blockbuster will be released soon.
Melon seed Coke popcorn has been put on the table, and the result is a line of small words "The above are not involved in this Spring Festival Gala" (is it true that as soon as you tell the truth, the subtitles will be automatically reduced) Sure enough, it was "routine" again, I didn't expect to download the anti-fraud App to watch the Spring Festival Gala this year.
The director of the Taobao Spring Festival Gala knows how to grasp the audience's emotions, and the 13 minutes and 14 seconds of the film shows the feeling of a roller coaster with twists and turns (the length of 1314, the director can also bury the stalk, and he is really naughty~The first 1 minute of the producer's opening credits,The bursting sense of anticipation quickly fell to the ground;The middle 5 minutes of sponsorship,Challenge the audience's patience with advertising,The smile on the face gradually dignified;Followed by a 5-minute black screen,Only sound but no shadow,People deeply doubt whether their equipment is broken,Pull the progress bar,Refresh,Even restart,A meal of operation is as fierce as a tiger,The result is still a pestle in situ,Suddenly looking back,It turns out that this is the white art of Chinese landscape painting that the boss said,It's really elegant! Taobao Spring Festival Gala of the Year of the Dragon,It's really you!
What's amazing is that such an outrageous Spring Festival Gala even got a bunch of congratulatory messages from celebrities and head anchors, Hu Ke, Weng Hong, Wu Zongxian, Li Jiaqi, etc., which makes people wonder how they agreed to record a video with a 0 budget, if you are kidnapped, you will blink.
At the end of the 2-minute film, it is also the level of direct laughter. The preparatory team of the whole party can be called the "2024 Fishing Heavenly Group", the most moneyless producer in history, the producer who puts forward a bunch of requirements but does not give the budget, the contractor who only knows how to fool the leader's planning, just the executive director of the first-level microphone, and the casting director of the white wolf...... It turned out that the Taobao Spring Festival Gala of the Year of the Dragon was a joke (bushi sketch), which gave the audience the experience of seeing ".mp4" as ".docx" for the first time.
I thought this was crazy enough, but I didn't expect that there was an even crazier version of station B, with 70,000+ playbacks, and a full screen of barrages, so that Taobao Spring Festival Gala of the Year of the Dragon directly rushed to the hot search of station B.
Netizens are online with one click three times, "I can't be fooled alone", "It's the first time I've seen so many Party A in the comment area", "I want to call the police after reading it", after watching this "ultra-modern art" Spring Festival Gala, netizens feel refreshed.
The highest is that the black screen in the middle of the 5 minutes was filled with tens of thousands of barrages, and the imagination of netizens in the blank space, Schrödinger liked it when he saw it.
"Su Gan exploded!"
"This sound and light effect is amazing!"
"Every frame is a work of art!"
"Is this level of the Spring Festival Gala something that human beings can do?"
Classical dance, Deyun Club cross talk, acrobatics...... A lively Spring Festival Gala relies on the automatic synthesis of netizens' brains, and what you want to see is set by yourself, which is even smarter than ChatGPT, and some netizens even ask for links to the actors' clothes online, and even the super cool expression management has been captured. I have to say that the mental state of this session of netizens is really far ahead.
Seeing this, it suddenly dawned on me why Taobao Dragon Spring Festival Gala chose Station B as the starting position, barrage culture is one of the most distinctive highlights of Station B, Taobao uses the barrage of netizen interaction to fill the 5-minute black screen content in the middle, and the BGM selected when the black screen is also very in line with the taste of young people, which stimulates the needs of netizens to interact and socialize.
I have to say that the director of the Taobao Spring Festival Gala really has two brushes, which perfectly interprets what it means to "once pull the progress bar that you pulled crazily, and now I can re-watch it at 0.5 times the speed." ”
watched the whole Spring Festival Gala, I didn't remember anything, I remembered "XXX, accompany you to watch the Taobao Dragon Year Spring Festival Gala", a 5-minute sponsorship advertisement, did the director eat Xuanmai, it was so long that he couldn't stop at all, and for a while I couldn't tell whether these brands were with me or I was with these brands. But if you look closely, these Guangzi are all stalks, and they laugh so much that they are crazy.
For example, "I don't pick up cartons anymore, Bee Flower accompanies you to watch the Taobao Spring Festival Gala of the Year of the Dragon", before Bee Flower was on the top of the Weibo hot search list because of picking up boxes everywhere for delivery, and the live broadcast room of Bee Flower poured into 10,000 people on the night of the hot search, and netizens ridiculed "This is the most unpretentious business war".
Another example, "use domestic products to do Chinese's own affairs, and privately accompany you to watch the Taobao Dragon Year Spring Festival Gala", a condom brand, the advertising words have been changed so obscurely, but thinking about it is indeed like that, and it is even quite in line with the atmosphere of the Spring Festival (everyone who understands it).
"Professionally duck for nearly 30 years, Zhou Heiya accompanies you to watch the Taobao Dragon Year Spring Festival Gala", I have to sigh at the breadth and profundity of Chinese, and the director of the Spring Festival Gala understands a pun.
"Mr. Bao, Porridge Qiafa, Manling Porridge accompanies you to watch the Taobao Spring Festival Gala of the Year of the Dragon", "Her Royal Highness the Princess, please drink tea, Master Kong drinks accompany you to watch the Taobao Spring Festival Gala of the Year of the Dragon", 5G surfing can't keep up with the speed of this 8G chasing stalks.
"Jujube cake, it is a heart-warming feeling, I really want you to accompany you to watch the Taobao Spring Festival Gala of the Year of the Dragon", "Everything is good" porridge road, Yinlu accompanies you to watch the Taobao Spring Festival Gala of the Year of the Dragon", the homophonic stalk has to be deducted!
Xiaobian heard that the advertising words of these sponsors were "tampered with" by the director team without authorization, and the advertisers were not notified, so aren't you afraid of being beaten?
However, in order to do a good job in this 0-budget Spring Festival Gala, the director team can only let it go, there is no idea to "ask" online, and there is no program "copying" on the whole network. After Taobao's official Weibo released the news, I never expected that the group of domestic blue V would go crazy again in the comment area (bushi, hi again).
Spicy Prince raised his hand online to go pole dancing, Jiajia Food sponsored a 185 black-skinned sports student wearing an apron to make soy sauce fried rice for everyone, and Deyou even wanted to perform a fancy way to wipe your butt with wet toilet paper...... The comment area becomes a large-scale juggling scene in seconds, some of which are still restrictive, and after looking at the mental state of these domestic brands, I feel that sometimes it is quite helpless to surf the Internet alone.
At last year's "Taobao 100W+" award ceremony, the brands directly turned the Taobao comment area into a joke area; Double 11 Taobao held a blind date conference for domestic products, and Blue V went directly to the field to ask for marriage; this year's Spring Festival, Taobao "asked for couplets with a lot of money", and domestic brands went crazy in the comment area, and nearly 100 domestic brand editors from more than 30 industries "participated in the war"; this time, the director of the Taobao Spring Festival Gala with a heavy KPI pulled all the domestic brands together, and played the "crazy marketing" to a new height. The joys and sorrows of human beings are not the same, but it is okay to go crazy, if there is a level of madness, Taobao and domestic brands are crazy skills.
The Taobao Spring Festival Gala of the Year of the Dragon, which focuses on copywriting creativity, has too high a density of stalks, and people can't help but repeatedly brush it twice or three times in a five-minute advertisement. In fact, this special Spring Festival Gala seems to be that Taobao and all domestic brands are crazy, but in fact, Taobao has mastered the traffic password to play with the brand, and more and more domestic brands have become lively and lively together with Taobao.
This Spring Festival, Taobao handed over the main stage of the Spring Festival Gala to domestic brands, and the explosive advertising words and creative party form aroused a large number of netizens to watch, and the hard-core interactive method made domestic brands and Taobao win. Taobao communicates with users in a younger way, and also sets up a platform for domestic products, helping domestic products to better integrate with young consumers.