Rebirth: My dad is too obedient

Chapter 307: He actually used the little girl as a gun!
After Xu Chen finished his report, the big boss Pang Ming's evaluation of "very recognition, very much liking, and very much agreeing" was set in stone.

Although Pang Ming was soliciting everyone's opinions, who would dare to offer any suggestions?
Xu Chen remained silent, but he understood Pang Ming's intention very well.

This was a competition occasion, and Dongchen Advertising and BBDO were in a tit-for-tat situation.

Advertising ideas and slogans are both emotional and creative content, and there is absolutely no perfect plan.

If you really want to make suggestions, you can eventually make some "nitpicking" suggestions.

Pang Ming made a direct decision and just shut up those people from BBDO first.

Xu Chen still felt a little emotional. He had been worried whether Pang Ming and Liu Wenqin had some private relationship or something like that.

It seems that Xu Chen was thinking too much.

As the boss of the brand, Pang Ming still considers issues rationally and objectively from the perspective that is beneficial to his company and brand.

Since Dongchen Advertising's proposal was clearly superior, Pang Ming obviously didn't want to waste time on it.

Instead, it pushes things downward and backward quickly.

This kind of decisiveness is indeed what a qualified business leader needs.

Unlike some leaders in the system, who would come out to "smooth things over" at times like this...

……

After Pang Ming finished speaking, naturally no one dared to speak anymore.

He smiled and turned to look at Liu Wenqin:
"Mr. Vincen, do you have any suggestions?"

Liu Wenqin smiled awkwardly:
"Teacher Xu Chen's plan is indeed superior.

BBDO is outdone.”

He seemed frank and straightforward, which made Xu Chen admire him.

However, in this situation, if Liu Wenqin continues to dwell on it, it would seem that his vision is too narrow.

Pang Ming smiled and winked at brand manager Yan Chuan.

Yan Chuan stood up with a smile and continued to preside over today's report:

“Then we will proceed to the second part of the submission, the advertising film plans for the two spokespersons.

According to the established reporting process, it will start with Dongchen Advertising and end with BBDO Advertising.”

Xu Chen was about to stand up when Liu Wenqin suddenly said:
"If Teacher Xu Chen doesn't mind, let me go first."

Xu Chen was stunned, somewhat confused about the other party's intention.

Liu Wenqin smiled gently:
“The previous slogan proposal gave me a new understanding of Dongchen Advertising and the capabilities of Mr. Xu Chen.

I think……

It would be more appropriate for BBDO to present the report first, in order to stimulate discussion, and for Dongchen Advertising to present the finale.”

This tone is very sincere and natural.

For Xu Chen, there is actually no difference in the order of reporting.

But he still looked respectful and serious, and said in a deep voice:

“Vincent, you are exaggerating. Dongchen’s advertisement is lucky to be recognized by everyone.

I also benefited a lot from BBDO’s solution.”

He paused:

"I will follow Vincent's overall arrangements for the commercial plan report."

He was also very polite and spoke very carefully.

Liu Wenqin smiled and nodded. Obviously, these two or three simple sentences also made him feel that Xu Chen was "difficult to deal with" and that he indeed had high IQ and EQ.

The measure of words is very appropriate.

And this is precisely the embodiment of absolute self-confidence.

……

……

Liu Wenqin no longer hesitated and stood up:
"Then I will be the first to throw out some ideas!"

Yan Chuan has switched to the projected PPT, and Liu Wenqin has also taken over the page turning controller.

“The biggest difficulty in the commercial was to integrate the two spokespeople, Wang Shi and Xie Bingran.

Even if it is split into two films, it still needs to be integrated in terms of concept or form, otherwise it will look like two different promotions..."

"BBDO's proposal is to use a story to unite Wang Shi and Xie Bingran under the advertising concept of 'Off-road, Beyond Life'..."

“Our creative concept for the commercial is:

[Make an appointment for a cross-country race]. ”

Afterwards, Liu Wenqin spent a long paragraph introducing the idea behind this commercial and even played a few foreign reference films.

Xu Chen listened silently, but couldn't help frowning.

The continuation of the advertising slogan and the link to the Jeep brand were quite natural, but the development of the "feature film" made Xu Chen feel a little "uncomfortable".

The commercial sets up Wang Shi and Xie Bingran, who have achieved great success in "transcending life" in the fields of business and sports respectively, and in private life, both of them "love off-road running".

So this pair of friends, regardless of age difference, made an appointment to go on a cross-country trip in the northwest one weekend.

……

The general content of the advertisement is:
After a day of board meetings, Wang Shi was asked to play golf, but he said he had an appointment, acting mysterious.

On the other side, Xie Bingran walked down from the podium. Her teammates invited her to a celebration party. She said she had an appointment and looked forward to it...

Then there are shots of the two of them packing their luggage and boarding the plane.

Finally, the two met in the sunset desert of the northwest. They drove a Grand Cherokee and a Wrangler respectively, galloping across the desert, and gathered around a campfire in the Gobi Desert at night.

……

Liu Wenqin still sounded very excited, and the BBDO team had even drawn a specific storyboard script.

Finally, Liu Wenqin made his closing statement:
"This arrangement can integrate Wang Shi and Xie Bingran into the brand tone of Jeep.

At the same time, we give them the identity of 'Jeep owners' and, through an off-road scene in the Northwest, fully demonstrate the off-road beauty of our two main models."

……

Sun Amy listened carefully and couldn't help but turn around and look at her boss.

From Sun Amy's perspective, this idea is actually quite standard and pretty good.

Generally, domestic automobile brands’ advertisements will not make their ideas too outstanding, because overly outstanding ideas may affect the style and tone.

Liu Wenqin's advertising film creativity is generally good, especially the use of the concept of "crossing an off-road race", which cleverly links the two spokespersons together.

The first half of the film shows their careers and achievements on the field, which is a continuation of "off-road life". The second half of the film is about the northwest desert, which is naturally a direct rendering of "off-road"...

But Sun Amy found that her boss frowned slightly and did not look very happy.

She couldn't help but whispered:
"Boss, this...isn't it good?"

Xu Chen lowered his voice and said:

"How can my Bing go on a 'date' with an old man?!
Late night bonfire...

Even if Bingge’s fans agree, I won’t agree…”

Sun Amy was stunned for a moment, but almost laughed out loud.

It seems that the boss really cares about Brother Bing.

……

……

After Liu Wenqin finished speaking, he seemed a lot more confident.

The BBDO team was indeed well prepared. They found several high-quality reference films and even drew up a detailed storyboard script.

Just the illustrations for this storyboard script, if we hire an outside illustrator to draw them, the production cost would be at least 100 or 200,000...

Liu Wenqin smiled and put the page-turning controller in his hand back on the table.

"Big Boss" Pang Ming nodded and showed approval.

“Thank you Vincent for the wonderful report!”

As he spoke, he took the lead in applauding.

Pang Ming paused, then looked at everyone again: "Does anyone have any questions or opinions?"

A little silent.

But many people, intentionally or unintentionally, looked towards Xu Chen.

Of course Xu Chen had some objections. He was very dissatisfied with letting Xie Bingran go on a "late-night date" with Wang Shi.

But the problem is that Liu Wenqin had taken a very humble attitude before his report. If Xu Chen still wanted to "attack" at this time, it would seem a bit unreasonable.

In business situations, including subsequent cooperation, politeness and emotional intelligence are still required.

After weighing the pros and cons, Xu Chen just smiled gently and said nothing.

Brand Director He Dachang seemed to think about it and said:
“I quite like this idea, especially the theme of ‘Let’s have a cross-country race’!

We also hope that Jeep consumers and car clubs can make an appointment for an off-road trip on weekends or holidays.

Therefore, the theme of this commercial can also be simultaneously turned into an offline event.”

Pang Ming thought about it, then nodded without saying anything, obviously agreeing.

Liu Wenqin's expression was gentle, but he couldn't help showing a hint of pride.

It seems that the failure reported in the previous advertisement has finally been reversed.

Liu Wenqin paused, and seeing that no one else spoke, he looked at Xu Chen:
"Teacher Xu Chen, do you have any suggestions?"

Xu Chen's expression did not change, he smiled and said:
"This commercial, taken together, is indeed quite suitable!"

Seeing Xu Chen say this, Liu Wenqin just nodded slightly.

But there was a hint of disappointment in his seemingly gentle eyes...

In fact, in Liu Wenqin's heart, he still hoped that Xu Chen would "find faults" and point out a lot of problems.

He reported first and deliberately lowered his posture because he wanted to see this "young man" become arrogant and find a bunch of faults with the commercial.

Any commercial or any advertising idea can be criticized.

However, "finding faults in everything" and "maliciously attacking opponents" will still damage your character.

Before the report, Liu Wenqin had already lowered his posture very much, deliberately creating an image of being magnanimous, humble and weak.

If Xu Chen jumped out to "find fault" again at this time, he would play into Liu Wenqin's hands.

For the two bosses of the brand, Pang Ming and He Dachang, choosing a cooperative advertising company is also choosing a future "partner".

No one wants to work with someone who is aggressive, petty, and doesn't consider the team and external partnerships.

Even though he is very good at his job and has outstanding abilities...

But what Liu Wenqin didn't expect was that this young man, who looked less than 20 years old, was so calm and sophisticated.

Not only did he not find fault, he also applauded and made a few mild compliments.

……

Brand Manager Yan Chuan stood up:

"If there are no questions, we would like to invite Mr. Xu Chen to present the advertising film plan for Dongchen Advertising..."

Before Xu Chen stood up, he glanced at Sun Amy casually.

Sun Amy seemed to understand it immediately.

She adjusted her round-frame glasses, looked at Xu Chen and said timidly:

"Boss, can I ask a question?"

Xu Chen pretended to be stunned.

Before he opened his mouth, Pang Ming smiled and said:
"Of course I can!"

Xu Chen smiled awkwardly and said to Sun Amy:

"Then keep it brief."

Liu Wenqin had already sat back down, but a barely perceptible hint of anger flashed across his smiling face.

I never expected that this little girl would be used as a gun...

…Sun Amy adjusted her round-frame glasses again, looking harmless.

She said timidly:

"I am also a fan of Xie Bingran, and I am actually a little worried.

In the fan group, everyone calls Xie Bingran "husband", and they still have some feelings of liking him...

If Xie Bingran goes on a 'date' with a rich old man and has a 'late-night bonfire' with him, I think some of his fans will be unhappy.

Moreover, in the past two years, there have been so many news reports about mistresses and godfathers. If we shoot a commercial like this, will it be used as a topic by people with ulterior motives?

I am a little worried, and another spokesperson, Wang Shi, also finds it difficult to accept.”

……

As soon as the words were spoken, the conference room fell into silence.

Pang Ming and He Dachang looked at each other and exchanged complicated looks.

Obviously, the problem mentioned by the girl from Dongchen Advertising is indeed a problem.

Wang Shi said that he had an "appointment" and then ran to the desert to have a "late-night bonfire" with an eighteen-year-old girl. This is indeed easy to make a fuss about.

Liu Wenqin's face turned extremely ugly.

He never expected that his "brilliant idea" could be interpreted from this angle and in this way.

The key issue is that this interpretation is very "fatal".

The thing that all companies and brands worry about most during their marketing activities is encountering public opinion and public relations crises.

The interpretation just given by the girl from Dongchen Advertising has undoubtedly brought a "public relations crisis" to BBDO's advertising idea.

Liu Wenqin looked at Xu Chen and Sun Amy and gave a silent bitter smile.

……

Xu Chen cleared his throat and smiled awkwardly.

That look seemed to say: The children below are ignorant, please don’t mind...

Xu Chen smiled obediently and said to Sun Amy:

"Amy, you're thinking too much!
In addition, for the bonfire at night, you can also add a few more characters and actors, and it doesn't have to be just Wang Shi and Xie Bingran!"

It sounds like he is trying to make up for Liu Wenqin and blame his subordinates.

But perhaps only Liu Wenqin could hear that Xu Chen was trying to "distance himself from the matter."

Sun Amy blinked her round eyes, looking innocent.

……

The others, however, were all silent.

Xu Chen verbally said that Sun Amy was "thinking too much", but since the problem has been pointed out, looking back at the idea, he has to think more about it.

A date, late at night, a bonfire, a rich old man, an eighteen-year-old girl...

Even if a few more local people were crammed in, it would not be possible to resolve the awkward association.

Who would have thought that this inconspicuous girl from Dongchen Advertising could "hit the mark" with just a few words, making BBDO's advertising film idea an option that would never be selected.

Liu Wenqin finally lost his pretended calm smile and now frowned with an extremely ugly look on his face.

His subordinates looked at each other, feeling awkward and at a loss for words.

……

……

Seeing the strange scene, the big boss Pang Ming came out and laughed, saying:

"Let's listen to Teacher Xu Chen's plan first!"

Yan Chuan hurried forward and switched to the PPT on the projector.

Xu Chen smiled, stood up again, and picked up the page turner on the table.

Everyone looked up at the projection, with different expressions.

For the brand’s bosses, Pang Ming and He Dachang, Dongchen Advertising’s next plan seems to have become the only option.

They couldn't help but secretly hope in their hearts that Xu Chen's plan wouldn't be too bad, otherwise they would really have no choice today.

……

Above the projection is the previously reported slogan:
[Not all jeeps are called Jeep]

Xu Chen slowly said:

"We say 'Not all Jeeps are called Jeeps'...

So what makes a Jeep a Jeep?"

Xu Chen continued to flip through the PPT, and a Jeep model from the World War II era appeared on the projection.

"Jeep was born in World War II, with fire and glory.

General Patton said: With Jeep, I won North Africa, conquered Sicily, liberated Paris, and ended the Third Reich...

Eisenhower said: Jeep is the first of the "three weapons to win the war"...

In the 50s, the first jeep was presented as a National Day gift on the mainland, and the reference model was the M38A1...

In the 80s, Beijing Auto introduced the Grand Cherokee Jeep technology..."

“What makes a Jeep a Jeep?

It’s the past, it’s history, it’s these stories…”

Xu Chen paused, then changed the subject and said:

"So……

What makes Wang Shi Wang Shi?

What makes Xie Bingran Xie Bingran? "

"Similarly, it's their past, their history, and their stories."

“This is the creative concept of our commercial:

'Without stories, there is no life'..."

“When the slogan was proposed earlier, Vincent always mentioned that as a luxury car brand, it still needs style, style and tone!
We chose plain and easy-to-understand words for the slogan, so the advertising film needs to carry on the style and tone. "

Xu Chen smiled and continued:
“Due to limited preparation time, we did not have time to prepare a storyboard, and the following is just a conceptual interpretation of the commercial.

For this commercial, we will use a stream-of-consciousness visual narrative, which is similar to a music video to put it bluntly.

Use core copy to string together the overall advertising narrative.

The picture shows Wang Shi and the Grand Cherokee, Xie Bingran and the Wrangler...

Sunset in the wilderness, mountains and rivers, lonely sheep in the smoke.

Engine and Longhawk, tire and mud...

As for the copywriting of the commercial, it will be consistent with our theme while also fitting the identities and tone of our spokespersons Wang Shi and Xie Bingran.”

As he spoke, Xu Chen flipped through the PPT again, and the core copy of the commercial appeared on the projection:
【some people……

I can impress you without revealing my identity or showing off my wealth.

Some stories...

There is no need to cater to other people's opinions, just follow your own direction, and it will be wonderful enough.

Everyone should have their own story.

Either passionate and unrestrained, or quiet and joyful.

Either gorgeous or lonely.

Or for the people around you...

Or to find your true self.

You get to decide how it begins, you get to decide how it's told.

Without stories, there is no life.

Not all jeeps are called Jeep】

……

……

Xu Chen spoke slowly, his tone gradually fading.

He paused, looked at the reactions below, and smiled.

The two bosses, Pang Ming and He Dachang, were still looking up at the text, their expressions somewhat moved.

Liu Wenqin frowned slightly, not knowing what he was thinking.

The four subordinates behind him remained silent, but could not help but reveal an expression of "convinced".

Behind Sun Amy's round glasses were round eyes. She looked at her boss with many little stars in her eyes.

There were gradually sounds of discussion in the conference room.

At the beginning, only Pang Ming, He Dachang and Yan Chuan from the Jeep brand were discussing in a low voice.

But after a while, Liu Wenqin and several of his subordinates couldn't help but join in the discussion.

"I can impress you without revealing my identity or showing off my wealth...

Wang Shi would definitely like this kind of copywriting!
I think all big bosses and entrepreneurs will like it very much!"

"Passionate, unrestrained, and brilliant, this is Xie Bingran!
Being happy in loneliness and enjoying solitude, this is Wang Shi!

That’s so fitting!”

"No...I think Xie Bingran is lonely too."

“‘Without stories, there is no life’, this can actually be turned into an online user activity!
In our previous offline consumer meetings, there was a very popular interactive session, which was to let our car owners and entrepreneurs share their stories with each other! "

“This is a very high-brow, very good tone!
Although there is no storyboard script yet, the imagined scenes are already very good!"

"Yes! And Wang Shi and Xie Bingran can be filmed separately, which is relatively easier to implement.

Without a clear storyline, we can shoot every scene well!"

……

Xu Chen had already sat back down and didn't say anything.

Sun Amy turned to look at her boss, as if she was eager to say something, but in the end she said nothing.

She picked up a bottle of water from the table, unscrewed the cap, and handed it to Xu Chen respectfully.

……

……

At this point, there is no suspense in this competition anymore.

In terms of both slogans and commercials, Dongchen Advertising is a "complete winner".

Unquestionable and resounding.

The project team of BBDO, a large international 4A advertising company led by creative people from Wandao, was crushed in all aspects.

Pang Ming and He Dachang are still discussing how to promote Xie Bingran's endorsement.

Dongchen Advertising’s plan is not only reliable, but also full of surprises, so there will be no doubts or obstacles in promoting Xie Bingran’s endorsement.

Xu Chen was also very happy.

Xu Chen managed to "live up to his mission" and successfully took over the project that Brother Bing had assigned to him.

It was agreed that he and Brother Bing should "achieve mutual success and be evenly matched". Brother Bing is already a national champion sports star, so Xu Chen has to work harder.

Xu Chen couldn't help but do the math in his mind again. The "little rich woman" had won endorsement advertisements for two brands, Kunlun Mineral Water and Jeep. The total income must be at least a few million, right?
The moment I felt...

There's pressure again!
Just as Xu Chen was thinking about this, his phone suddenly vibrated.

Xu Chen looked down and found that it was a message from the "Little Rich Woman":

“Come visit me on the weekend.

I miss you."

……

(End of this chapter)