A few days ago, all major social networking platforms in Hong Kong were blown up by Mai Junlong's new song "Forgot And Remembered"!
Because he actually invited the collective memory idol of Hong Kong people, Dawn, to sing this song together!
Why is everyone touched by this song with a strong taste of the 90s? Because, the name of the song is enough to talk about.
Forgotten Peace has two interpretations:
Remember, and don't remember;
Forget "Hutchison"
Those familiar with Hong Kong pop culture will know Hutchison, the communication service launched in Hong Kong in the 1990s by Hutchison Whampoa, Hutchison Telephone.
In 1992, Hutchison Telephone launched the Hutchison Skyline service in Hong Kong, known as "Connecting Heaven and Earth, Only Hutchison". In order to promote marketing, advertising is pervasive.
In 1992, Stephen Chow's "Truant Veyron 2", the advertisement that traffic police officer Zhou Xingxing drove by was Hutchison's delivery
Hutchison had been plotting to make big moves on television, so in 1993, Dawn and Hutchison collaborated, and in the decade since, more than a dozen commercials have been released.
In 1993, for the first time, a commercial film was filmed with the investment and specifications of a blockbuster movie, coupled with the super popularity of dawn, one of the "Four Kings", which was rising at that time, and it was broadcast in turn on major platforms such as TVB and Asia Television every night in prime time, which triggered the topic of the whole Hong Kong.
When Hong Kong people mention "Hutchison", they may not first think of Li Ka-shing, but dawn.
"Hutchison" became a collective memory of Hong Kong people in the 90s, and after many years, Mak Junlong's new song once again awakened everyone's memory.
A few days ago, Juno deliberately posted a phone conversation on social networks, and the content was that he called Leon.
Juno: "Hey, hey, leon." (Hey, trouble finding leon)
Leon: "Hey, hey. juno?」 (Hey, yes.) juno？ ）
Juno: Oh. Hello, good intention to disturb you. Is it convenient for you?" (Yeah.) Hello, sorry to bother you. Is it convenient for you to talk? ）
leon: Oh. Please speak." (Don't bother.) Please say. ）
juno: "I have a new song to pick you up." (I have a new song for you.) ）
leon: "Listen to the words that go into your head three times and then say it." (Listen to the words that will be brainwashed three times, and then say it.) ）
juno: "Good."
leon: "The song speaks?" (What is this song about?) ）
juno: "Forgetting" and "Remembering".
leon: "Forget" and "remember", sometimes I choose."
Dawn is known as the King of Golden Sentences, and this dialogue does not forget the Golden Sentences.
Forget and "remember", this kind of thing is sometimes not up to us to choose.
It turned out that after Mai Junlong heard the 4-minute version of the song demo a few months ago, the image of a person suddenly appeared in his mind, and after thinking about it for a long time, he found that the person in this song was Dawn.
Born in 1984 and raised in the 1990s as a teenager, Mak Junlong has always had a "90s complex".
As early as 2008, Mai Junlong had sent an ep "Lin Minlong", specially found the founder of Cantonese hip-hop soft and hard tianshi to cooperate together, which showed his intentions. The three characters "Lin Minlong" are both embedded in the names of the three of them, pronounced "Lin Wenlong" in Cantonese, which is also the name of an iconic Hong Kong opera actor of the 90s.
That year, Mai Junlong's album "Why" also pulled Lun Yongliang to cooperate with "Too Much", Lun Yongliang was the royal producer of Lin Yilian, the hero behind countless classic Hong Kong music, and he himself was also an underrated musician, which shows how much Mai Junlong respects his predecessors.
The culmination of this tribute to Hong Kong pop music and creators in the 90s was Mak Junlong's recent release of his new song "Ruins of Emotions".
The title of the song clearly pays tribute to Andy Lau's "Forbidden Zone of Emotion", and the mv hides countless Easter eggs.
For example, it simulates the karaoke music tape format that was popular in the 90s.
In order to learn more like, the huge word "fantasy country" in the upper left corner of the picture will make people who understand it smile - isn't this a tribute to the "flying map" and "Poly Gold" that led the karaoke trend in the 90s? At that time, their MTV screen in order to prevent piracy, every minute there will be a huge company logo.
90s wind...
I've always wanted to create a new song from the 1990s. As a millennial singer who lived through the 1990s, I perceived that each era had a different sense of intimacy, and the 1980s and 1990s had a strong local style. Therefore, when constructing the empty world of "the album", there was an opportunity and idea to create "The Ruins of Emotions" and "Forget The Peace".
Mai Junlong said.
On the day of the release of the song, the creators of "Forgot Hush" also gave testimonials on the social platform.
As one of the promoters of Dawn's "Hutchison" ad that year, Ray said, "Hope u all like our latest creation."
Ray Songde and Dawn
In the mid-to-late 1990s, after Dawn's final days at Polygram and after his transfer to Sony Music, Ray Songde, who also studied in the UK and had similar interests, became Dawn's royal producer.
Ray Songde changed Dawn's slightly too drooling style in the Polygon era, and created a new musical route for Dawn, such as starting to experiment with electronic music, adding more guitar and strings to the song, so that Dawn's music was reborn.
Huang Weiwen posted an old folding phone on fb.
In the early 1990s, before the Internet was widespread, television was a daily necessity for Hong Kongers, and mobile phones were in the ascendant. At that time, the cost of network access and hours was high, and many mobile phone companies, including Li Ka-shing, caught up with the dividend period, and the expensive fees meant that there was huge profit margin.
The tv + mobile phone + advertising + star model has thus become possible.
At that time, Li Ka-shing's eldest son, Li Zeju, was trading "Hutchison", and a complete set of marketing plans had already been prepared.
Hutchison approached Ogilvy, one of the top advertising agencies at the time, and after investigation and rigorous analysis, they finally decided to choose Dawn as their spokesperson.
Why choose the dawn in the "Four Heavenly Kings"? The first of course is that the image of the Sven Duke of Dawn's "official bones" is very much in line with the brand value; second, how red dawn is in 1993.
Dawn and Zhang Guorong, Zhang Guorong once wrote a song for Dawn, which was included in "Dream Castle" in 1993
In 1990 and 1991, Dawn became popular with "Meet in the Rain" and "I'm Sorry, I Love You", and in 1992, he was named the "Four Heavenly Kings", and in 1993, almost every song must be popular by riding this momentum. "Yuan Zhenxia", which gathers popular actresses such as Faye Wong, Li Jiaxin, and Zhu Yin, pushes his popularity to the top.
On the summer evening of '93, when people were eating dinner, an advertisement suddenly appeared on the TV:
A young fan had to stay in bed at home because of a leg injury, but she wanted to go to an idol's concert.
At this time, the mobile phone (the mobile phone was not called a mobile phone at that time) rang, and it turned out to be the voice of his idol Dawn: "May? You order?" (may？ What happened to you? )
The little girl was overjoyed and went crazy.
The first generation of "Amay", played by a character named Liang Yu
This scene became the opening of the "Hutchison" advertising classic, "may" became the reference of Dawn fans, instantly household name, when the male and female students on campus joked, they all loved to use this classic as the opening statement.
The super success of this advertisement also laid the foundation for Dawn's long-term cooperation with Hutchison.
Since then, Dawn has also become synonymous with "Hutchison", and has been working together for more than a decade. And dawn advertising of Lai girl "may" has also experienced more than 12 generations.
If the original "Hutchison" advertisement in 1993 is still around the "Four Kings" star of Dawn, always with a bit of fan orientation, the second generation of advertising the following year really made a sensation in Hong Kong.
In 1994, the "Hutchison" advertisement began to lay the "blockbuster" model: the content of "Heaven and Earth" tells the story of the "rebel" played by Dawn against the powerful forces, thus being tracked and beaten, fortunately, "may" played by Tong Ailing took in, and finally defeated evil.
This is exactly the budget of a blockbuster movie, and this advertisement is as thrilling as a movie blockbuster. At the moment of the enemy, Dawn put "may" on the plane, and himself was annihilated by the crowd, accompanied by a heartbeat-like bass beat of "Which Day I Don't Want You" written by Lam Mude, which can be called the most classic scene in the history of Hong Kong advertising in the 90s.
Advertising has promoted the sales of mobile phones, in turn, Dawn's songs have also gone with the advertisements, "Which Day I Don't Want You" as an example, it won the king of the year's "Top Ten Golden Songs" - Golden Melody Gold Award!
As an article in Ming Pao Weekly headlined: One advertisement wins three times. Hutchison, Dawn and the audience, all won.
The success of this model has attracted countless imitators, and the other three kings of the "Four Heavenly Kings" have also become the object of popularity among advertisers, such as Andy Lau's nostalgic style advertisement of "Solo River" when × Tieda, Xu Anhua's × digital advertisement directed by Jacky Cheung, Aaron Kwok's ×one2free mobile phone advertisement...
Andy Lau × The thrilling scene of the advertisement when the rail reached the top of the train through the tunnel was a movie blockbuster level
However, if it is said that the topic is higher and the subject matter is higher, Dawn's Hutchison advertisement is a regular domination of the screen.
In 1996, Dawn and Lei Songde collaborated on the huge success of "Love Speaks Never Told", this time, with the lyrics, the advertising content began to tell a broader theme of family affection: the son who wandered overseas to make a living alone, the old father who was worried about his stomach, and the mobile phone turned the end of the world into a close.
It is worth mentioning that dawn was shooting "Sweet Honey" in New York at that time, this advertisement was about the same time, and when you watch the advertisement, you will travel into the movie.
In 1998, the background of the advertisement was pulled back to Urumqi, and Dawn played a traveler, and on the way, she met a donkey friend played by Jeon Ji-hyun. The magnificent scenery and waters of the mainland are refreshing.
At the time of filming this advertisement, Jeon Ji-hyun had not yet become famous. Four years later, she became popular all over Asia with "My Savage Girlfriend", and at this time, everyone occasionally looked at the old advertisements and realized that the heroine was actually her.
Jeon Ji-hyun in 1998
Starting with the first generation of "may" in 1993, it has gone through 12 generations, and each generation has been like a movie star, and every time it has stirred up a topic.
Generations of "Amay"
In addition to the above-mentioned Tong Ailing and Quan Zhixian, Xu Zishan and LeeAnn are widely known through these advertisements. In 2000 , " May " Lucky " later became his wife.
In the 1980s and 1990s, Hong Kong's film and television advertising industry was unprecedentedly prosperous, and Asia Television also held a special "Top Ten Advertising Awards Ceremony", which was a big enemy to tvb every year when the awards were awarded - even they did not expect that the advertisements that were used to plug time would have so many followers.
On the other hand, behind the advertising boom is the economic development. The reason why "Forgotten Andji" can arouse strong resonance among the public is that it also hits their nostalgia for which golden age of the last century.
But as Dawn says, forget and "remember", this kind of thing is sometimes left to us to choose.
Author ✎ High Energy President
This article was first published in the Adventure Movie: Cinematik
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