How to evaluate the advertisement of Momo's "Just Alive"?

This advertisement can be said to be an attempt by Mo Mo to change the outside world's perception of himself. Although many complaints were received after the advertisement was launched, the advertising skills were generally good.

Advertising adopts the way of contrast, expressing brand attitude through the contrast of auditory and visual directions, which will give the audience a strong viewing experience. The full text of the narration is as follows: don't talk to strangers, don't do new things, continue to live a normal life, be timid, don't be curious, just play what you want, stay away from adventure, just think about something, there is no need to change, stay in a familiar place, it's best to stay at home, listen to the same music, meet the same people, repeat the same topics, don't be too lively, dream of reality, don't try everything, Therefore, every situation mentioned in this copy is the daily life of the post-80 s and post-90 s, full of their disgust and unbearable mediocrity and boredom, so Mo Mo's copy is more likely to arouse the emotions of the target group. In sharp contrast, every frame is an adventure, breaking through oneself, accepting new things and experiencing the unknown. The greater the impact of this contrast on viewers, the better the effect of brand communication. As for online spitting, I think it is not necessarily a bad thing for Momo brand, but also plays an invisible role in brand promotion.

Ye Xiaoyu, author of New Media Copywriting and Communication, official account of WeChat: Ye Xiaoyu Run Run (talkto520).