Creative "Ball" and Haruki Murakami

The magic of copywriting lies in grasping people's hearts. In fact, every copy is a test, to test the extent to which creative enthusiasm can ignite the interest of the reading object and let the influence of the copy spread to the hearts of every target audience.

Creativity is a ball, which is often used as a toy by mediocre people. It's waiting for someone who can really control it. Because only a master can turn a toy into a weapon and hit the target impartially. The pain point of creativity lies in how to play the ball of creativity well.

Grandmaster: All encounters in the world are reunions after a long separation.

Kung fu, two words, one horizontal and one vertical. Yes, standing, no, falling. Only standing people are qualified to speak. What a master said may not be true in the field of copywriting.

Instant Hedong, instant Hexi, just because: creativity is a ball!

"I saw a pigeon shit on the Smart car and sank the car." A netizen teased his more than 4,000 fans on Twitter, but touched Smart's slot, which triggered a lot of forwarding and comments on social media. This is a typical public relations case of social network crisis, and the conventional choice can be to ignore it, refute rumors head-on, or launch a water army side counterattack. The Smart brand team seized this opportunity to play the advanced concept of "self-blackness" with netizens on their official Twitter, and made a serious calculation-the feces of 4.5 million pigeons can sink the Smart car, or the feces of 360,000 turkeys, or the feces of 45,000 camels. With the addition of official Twitter, the interaction between brands and consumers has been rapidly upgraded, and the smart brand team has become a high-level whitewash to refresh values.

Smart social media copywriting

The professional kung fu of modern copywriting is not self-discipline or self-improvement, but bring disgrace to oneself.

Never know candidly admit defeat, never close, and constantly strive for self-improvement.

Creativity is rolling in your hands, creativity is responsible for the bottom line, try to copy and defend dignity: sales are also eliminated, so it is best to eliminate them!

This is the normal value of copywriting.

The following is the copy of the silver prize work "Monologue of a Bottle of Coconut Juice" in the 20 13 Cannes Advertising Festival.

A bottle of coconut milk monologue

give up

The natural nutrition contained in our coconut juice can help digestion and thus lose weight. But that doesn't mean you can eat whatever you want. Chihuahua and pottery, for example, are not allowed. Oh, it's disappointing. We still need to give such a warning.

A bottle of coconut milk monologue

give up

Our coconut milk can significantly improve your metabolism. Of course, the premise is that you are not sitting there motionless. Unless you are a ninja. Seriously, are you really a ninja? If yes, please add my Facebook.

At the beginning of the two advertisements, it seems that they are seriously emphasizing their nutritional value and function. Ordinary advertisements for coconut milk or healthy drinks will never emphasize the nutritional value, and then come to an end.

But not here. First-person narration, after a short compliment, begins to control-you can't eat whatever you want and you can't always sit still. After all, I'm just a bottle of coconut milk. After that, I began to act crazy and sell stupidity-don't eat at will, Chihuahuas and pottery can't be eaten; Don't sit still unless you are a ninja. Finally, it seems to be lyrical in a serious way-it's so disappointing that I need to make such a reminder; Are you a ninja? Really? If so, add my Facebook!

American advertiser Leo? Leo Boehner praised these two advertisements, saying that they are almost as good as mini-novels or plays. This is inherently dramatic, and every commodity has a dramatic side.

Who do you think of first when you mention cheongsam and canned pineapple? A: Wong Kar-wai.

Who do you think of first when you mention sheep scorpion or Dongpo meat? A: Su Dongpo.

Where are the apples? Adam, Eve, Newton, Jobs.

Take the events or things that everyone has experienced in life as the starting point of creation, and touch the feelings of the viewer with their own feelings. Therefore, copywriting can win the trust and praise of the other party emotionally and make the existence of goods an inseparable partner.

For example, on 20 12, Haruki Murakami made a TV advertisement copy of "Running" for Sapporo Beer:

First sentence

"Pain is inevitable, but suffering is optional." I remember a saying.

Whenever I run a long-distance race, this sentence appears repeatedly in my mind.

Pain is a matter of course.

However, it is your choice how to bear the pain.

Pain is optional.

It's up to you whether you are discouraged or persistent.

The so-called pain means that we still have the right to choose.

The second sentence

For ordinary runners like you and me, winning or losing the race is not the point.

Whether you can achieve your goals is more important than anything else.

It's up to you.

Only what you can identify with,

In order to explain to others,

For those things that can only be revealed after a long time,

We run with our heads buried, or write novels like this.

Third sentence

Finally reached the finish line of Marathon Village.

Running 42 kilometers in the hot sun has no sense of accomplishment.

All I can think about is "ah, I finally don't have to run anymore", that's all.

Take a rest in the village coffee shop and drink cold beer with satisfaction.

Of course beer tastes good.

However, it is far less delicious than I thought when I was running.

The fantastic beauty possessed by irrational people does not exist in the real world.

Fourth sentence

Ideas that come to mind when running are like clouds in the sky.

Clouds of all shapes and sizes. Sometimes come, sometimes go.

But the sky is always like that. And clouds are just passers-by.

They passed by and then disappeared.

Think of it as hot in summer and cold in winter.

On the days when everything is not going well, it will be longer and harder than usual and run more.

After that, all that remains is the sky. [illustration]

This TV advertisement was written by Haruki Murakami, a marathon enthusiast. Although we are not all runners, only a few of us have never run.

/kloc-in the autumn of 0/982, Murakami decided to write novels for a living, and his identity as a running novelist was thus opened. In order to keep healthy, he started running, got up at four o'clock every morning, wrote for four hours and ran ten kilometers. For the next 30 years, he kept running and even participated in marathons and triathlons. In 2009, his collection of essays was even named "What am I talking about when I talk about running".

Haruki Murakami used his most ordinary and unique life experience to write a copy for beer. His life is hidden in these four books, but what happened to beer? Apart from the phrase "take a rest in the village coffee shop and drink cold beer with satisfaction", nothing else matters, but when the Japanese run away, probably a few people will think of Sapporo beer.

Creativity is a ball, rolling and moving. What is a landscape one second may become a thing of the past the next.

No idea can stay where it is forever, and no idea can exist forever. Saint, known as an American advertising creative expert? Gwyck put it well, creativity means that you find new meaning in what people are used to.

On the contrary, creativity is no longer creativity when the new meaning in things makes people feel taken for granted. No matter how good the idea is, it will only remain original in the first few days, months or years, and then it will only be remembered and discussed as "creativity".

Retro is a creative turn. Turn the corner, the road is still there.

The ball of creativity always rolls on the road.

Excerpt from "Super Copywriting"