Rebirth: My dad is too obedient

Chapter 269 Grit your teeth

It was after nine o'clock in the evening before everyone returned to school safely.

Min Siyi and Huo Dashan felt relieved and really breathed a sigh of relief.

Most of the students didn’t actually know what had really happened. They chatted and laughed and said goodbye to each other, then walked towards the classroom together.

Xu Chen got out of the car and said to Zhao Kai:
"Pull the car to the side of the road, wait for me for a moment."

Without waiting for Zhao Kai to react, he turned and walked away.

Zhao Kai thought Xu Chen might need the car again, so he waited on the roadside for a while.

He stretched his left hand out of the window and waved it behind him.

The seven taxis that followed then turned around and left...

After a while, Xu Chen came back holding a box.

Zhao Kai quickly got out of the car and offered to help move it.

Xu Chen then said: "Give some of this box of cigarettes to the brothers!"

Zhao Kai looked down:
"Brother Chen, your cigarettes are too expensive... I can't afford it!
Besides, I have to help you anyway!"

Xu Chen smiled and said, "I didn't prepare anything when I saw you last time. I should have brought some cigarettes from my hometown.

Without you and your brothers this time, I'm afraid my classmates will have to spend the night at the pier...

Don't be polite to me. "

Zhao Kai looked emotional, but he still took the box of good cigarettes cheerfully:

"Brother Chen! Anyway, you can just call me if you have any problems in the future.

But I won’t dare to accept your things anymore…”

Xu Chen smiled and said:

"Go ahead and get busy. I won't keep delaying your business."

Zhao Kai smiled naively, put the box of cigarettes in the trunk, said goodbye to Xu Chen, then got in the car and left.

Xu Chen has been with Li Rui, Zhao Feng and others for a long time, and he knows the tone of this group of brothers.

In a situation like today, giving money or fare directly would seem distant and inappropriate.

The best thing to do is to pick up a few packs of good cigarettes.

……

Xu Chen looked at the time and prepared to go to the office to work on a plan.

"Xu Chen!" A female voice came from behind. Turning around, I saw Min Siyi and Huo Dashan walking towards me.

It turned out that the two of them had been waiting by the side.

Huo Dashan looked at Xu Chen, looking somewhat embarrassed:

"Xu Chen, thank you so much!"

Xu Chen smiled and said, "You're welcome. I don't want to spend the night at the dock, and I just happen to know them."

Huo Dashan: "How much did you give to those drivers? And the money for the cigarettes just now..."

Xu Chen: "It's okay, you don't have to worry about this."

Huo Dashan was a little hesitant, but didn't know how to start.

Min Siyi thought about it and said:

"Huo Dashan and I will contact the travel agency tomorrow to get the bus fee back, and we will reimburse you then."

Xu Chen said, "Don't bother with it, it's better to spend money to avoid disaster."

He was mainly worried that Min Siyi and Huo Dashan would have a conflict with the travel agency and the two children would be bullied again.

Mainly speaking, Xu Chen doesn't have the energy to care about this matter.

Min Siyi: "Don't worry, we are just communicating by phone and online first, we won't rashly cause trouble for ourselves."

She paused and said, "It's not certain that the money can be recovered, but if we can get it back, we will give it to you.

It can be regarded as the fare for the return trip..."

Xu Chen: "Okay! Money is nothing anyway, as long as everyone is safe!"

Min Siyi: "Are you still hungry? Huo Dashan and I will treat you to a meal."

Xu Chen smiled and said directly:

“I’m really not hungry.

I have some things to do in the evening. We are in the same shift and can make an appointment another day if we run into each other. "

Min Siyi: "That's fine too."

Xu Chen suddenly remembered something:
"I expect to have to take two days off next Tuesday and next Wednesday.

Then I plan to take a few days off during the week of the 15th...

The head teacher said that if you want to ask for leave, just report it to the monitor."

Min Siyi: "No problem, once you've confirmed which days it will be, just send me a message and I'll help you report to the college."

Xu Chen: "Thank you, monitor!"

Min Siyi smiled and said, "We have to thank Mr. Xu and Boss Xu!"

……

……

Dongchen Advertising, office.

Xu Chen poured a glass of red wine and began to write out the plan he had sorted out during the day on the computer.

He opened a document and pondered it for a moment.

I typed a few key lines:
[The hardships of life can be overcome by gritting your teeth...]

[Live as strong as your teeth...]

[Gaogujie "solid teeth toothpaste"...]

The above three sentences are the creative concepts captured for "Gaogujie Guchi Toothpaste" during the day.

In this advertising competition, the creative topic of "Gao Gujie" is aimed at a newly launched "Guchi Toothpaste".

The proposition is to use a set of print advertisements to convey the core selling point of "making teeth stronger".

There are naturally many options for creative expression.

However, for the purpose of "winning an award", we cannot use too conventional creative methods, such as some common advertising forms, which simply show "strong teeth". The creative concepts of "grit your teeth and it will pass" and "live strong like teeth" use some unconventional creative methods.

This kind of creative technique is not often used in actual advertising production and is basically not chosen by the client.

Because many consumers often don’t understand such advertisements, and they also fail to directly show the product’s selling points, such as teeth-strengthening elements, the latest biotechnology, etc…

But for the purpose of winning awards in advertising competitions, this kind of unconventional creative thinking is very suitable.

The judges like this.

The advertising industry also has a strong "creative attribute".

An analogy can be made with movies.

The films that win awards at major European film festivals are often dull art films that barely make any money at the box office when they are released.

In the "creative" advertising competition, the ones who can win the grand prize are usually those with some tricky ideas, but ordinary consumers may not fully understand them...

At the same time, the creative direction chosen by Xu Chen also fits the creative ideas preferred by the "chairman of the jury".

In his book "Creativity and Innovative Thinking", he proposed a creative method of "transcendence of nature", which is actually the underlying logic of Xu Chen's creativity.

Xu Chen's creation in this way was naturally decided in advance to "cater to the tastes of the audience".

……

Teeth-strengthening toothpaste is meant to show the "strength" of teeth.

In this creative concept, the "strength" of teeth and the "toughness" of life are creatively connected.

The core concept is "live as strong as teeth".

The core theme of the copywriting, "Just grit your teeth and it will pass," not only expresses the attitude of "being strong in life," but also expresses the "strength" of teeth through the word "gritting your teeth."

……

Xu Chen typed quickly and soon expanded this core creative concept into "three stories", or three "print advertisements".

What touches people are always real people and stories, not preachy "truths".

The same goes for advertising.

Based on the creative concept of "living like teeth", Xu Chenyan developed three story characters...

Three protagonists who are facing life difficulties and need to "live as strong as teeth" form three graphic creative drafts:
1. An unemployed and lonely middle-aged man.

[127 days of unemployment. I only had one meal today and will pay the rent tomorrow...]

[It's nothing, just grit your teeth...it will pass]

[Live as strong as your teeth! Gaogujie-strong toothpaste]

2. A child who lost his "home".

[My home is gone. I have to live with my grandma. My mother said...]

[It's nothing, just grit your teeth...it will pass]

[Live as strong as your teeth! Gaogujie-strong toothpaste]

3. A father who lost his son in old age.

[The old man bids farewell to the young man, and at the age of 74, he takes up the responsibility again]

[It's nothing, just grit your teeth...it will pass]

[Live as strong as your teeth! Gaogujie-strong toothpaste]

……

The selection of these three manuscripts and three characters naturally had multiple considerations, and it was not just something Xu Chen put together randomly...

In fact, all the situations that Xu Chen could consider had already been taken into consideration.

Now that we have started, we naturally try our best to make it foolproof.

The next step was to ask Sun Amy to help make the draft.

……

Although this is a competition among universities across the country, after all, the participants are just a group of college students. How strong can their professional abilities be?

Xu Chen's draft itself has a very "bright" creative concept, and it is produced by a professional designer...

Winning the award itself is a sure thing...

Add to that a guess about the judges' preferences and reference to previous years' winning works, and it's a sure thing.

……

Xu Chen suppressed his somewhat boastful mentality and logged into MSN on his computer.

He was about to leave a message for Sun Amy, but found that Teacher Amy was still online.

Xu Chen: [Teacher Amy, you are online... I just happened to have something to ask you! ]

Amy Sun: [Teacher Xu Chen, just let me know! ]

Xu Chen: [I mentioned to you last time that I have a few manuscripts and need help turning them into graphic drafts.]

Amy Sun: [No problem! Send it to me and I’ll take a look first.]

Xu Chen: [Wait a moment, I'll send it to you online, and then talk to you directly on the phone! ]

Amy Sun: [Wait a moment, I'll find a meeting room! ]

Xu Chen: [It’s so late, are you still working overtime at the company? ]

Sun Amy: [Not really, I’m just slacking off at the company…]

……

Xu Chen threw the creative document over, waited for a while, and then made the call.

He did not hide anything and directly told everyone that this was a set of manuscripts for a "competition".

Sun Amy works in the advertising industry, so she immediately understood that this was a "flying draft".

The so-called "airplane draft" usually refers to a draft that is very creative but poorly practical.

Generally speaking, "airplane drafts" are the drafts that advertising creatives use to submit for advertising awards, or are made purely to satisfy their own creative desires.

Xu Chen gave a brief explanation of the creative concept on the phone, and also went into detail about the requirements for the graphics.

Sun Amy listened carefully, and there was no word on the other end of the line.

After Xu Chen finished speaking, Sun Amy was silent for a while before she spoke:
“This idea… is really well done!”

(End of this chapter)