Qilu Evening News Qilu One Point reporter Shi Wenjing
Recently, the adventure comedy animated movie "Bid Rabbit 2: Escape Plan" released a new trailer and poster, Bid Rabbit is difficult to resist the "temptation to leave home" and unlock the scenery of major cities across the country. In the poster, the Internet celebrity "Brother Rabbit" than the partner parachuted into major cities in China, punching in high-rise buildings, tasting food, chasing cars, simply happy like a god, bustling cities are everywhere "the temptation to leave home", making people yearn for it.
On one of the posters, the audience got the information that Bid Rabbit and his party came to Chengdu and actually ordered a table of spicy rabbit heads, and they were watching the rabbit heads. This makes netizens who only look at the poster and do not read the copy misunderstand, calling out "poster slaughter market visual sense", "unacceptable" and "can you care about the feelings of the protagonists".
The idea of the poster series "Bid Rabbit 2: Escape Plan" is that Bid, a "rabbit brother" from the British countryside, is fascinated by the prosperity of China's major cities, leaves his hometown to China, and leads the rabbit family members to wander around and feel the colors of the big city. Their footprints traveled to the seven major cities of North, Shang, Guangzhou, Shenzhen, Wuhan, Hangzhou and Chengdu, and the town rabbit saw the magnificent stone lion in front of the Forbidden City Gate of Beijing, crossed the brightly lit entrepreneurial high-rise buildings in Shenzhen, tasted fresh cherry tomatoes under the Shanghai Oriental Pearl Tower, raced with the night bus race that flew past Wuhan, marveled at the exquisite variety of Guangzhou morning tea, looked at the delicious and spicy rabbit head of Chengdu in horror, and made a lot of money with live streaming goods in the Hangzhou Net Red Business District... The big city is full of excitement and the rabbits are full of vitality!
The poster copy description is written as "Panic to see Chengdu's fresh and spicy rabbit head", and the poster writes "The rabbit head at home is like me, and the rabbit head here is numb and spicy", and the copywriting that comes with the poster itself is actually vague, a little bit of bad taste. Some netizens said: "The poster of Bid Rabbit did not let me want to go to the cinema to see Peter Rabbit, but I would like to fly back to Chengdu now to nibble on the rabbit's head." Some netizens also said: "This poster makes people feel extremely uncomfortable." "Why is the poster designed for rabbits to eat spicy rabbit heads?" It's a bad taste" "This is a bit of a piggy selling pork burgers", "Where is the beauty of this poster, the sense of story"...
In the new trailer, Bid Rabbit makes a big fuss about Bey and Thomas's wedding, and a set of flowing "rabbit hook fists" beats Thomas to a flower. After the success of the wedding trick-or-treating, Bid Rabbit decided to take his friends away from the countryside where he had lived for a long time, start the "Rabbit Heavenly Group" urban parkour, and "create some trouble" in the big city. They organized a group to attack with enthusiasm, frantically "robbed", and made a big fuss about the farmers' market, which made people laugh. The Bid Rabbit series of stories is a comedy fairy tale, and with the poster of Chengdu Rabbit Head, it is indeed a bit of a dark style.
In the past two years, the introduction of movies is very popular this kind of earthy publicity, such as "Venom", "Spider-Man" and other promotional posters are marked with domestic cities, cultural elements, which can indeed narrow the distance between the film and the local audience, but the earthy creative marketing can not be based on surprises, first of all, it must be in line with the content and style of the film.
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