In the house.
Past 1 PM.
His mother was in the living room on the phone.
"Did you see it?" His mother was grinning from ear to ear.
A neighbor on the other end said, "I saw it, I saw it. Your Little Ye has really done you proud. When my old man saw the advertisement, he usually smoked three or four cigarettes an hour. But now, he hasn't smoked for an hour. Little Cao, if my wife could quit smoking, I would really have to thank your son."
His mother smiled and said, "Don't be so polite, Grandma Cui."
Grandma Cui said, "I'll bring you some pine nut dumplings tonight."
"There's no need, there's plenty at home." His mother said politely.
Hur hur, my grandson has just been admitted to university and is majoring in advertising. Who knows, when he graduates from university, I might have to trouble your Little Ye to help me find a job. It's not easy to find a job these days, and it's getting harder and harder to find a job. Little Ye is so famous in the advertising industry, so I would like to take some time for my grandson to learn from him. Even if he only learns a little from your son, he won't have to worry about not being able to stay in the advertising industry in the future. "
His mother was getting more and more excited as she listened, but she said, "Hai, what capabilities does that kid have? Grandma Cui, you don't have to bring anything. We've been neighbors for so many years, so there's no need to be so particular. When Little Yan graduates from university, just let me know. I'll get my son to help him find a job.
Grandma Cui hurriedly said, "Then I'll thank you in advance, Little Cao. It won't be too troublesome, right?"
His mother said, "Why would it be troublesome? Although my son isn't that popular, he still has some reputation. Don't worry, leave it to me."
After a while, Zhang Ye's first uncle also called.
His first uncle said, "Sis, where's Little Ye?"
"Sleeping? What are you doing?" Mom asked.
First Uncle was speechless. "I have to talk to him! The advertisement was too horrifying! I didn't even have time to eat lunch. Quickly get Little Ye to find a new job. Don't go too far down the path of public service. I only have this little hobby of smoking, and it nearly got wiped out by him! "
His mother was amused. "Hur Hur, come on. Isn't it good to smoke less? The reason why Little Ye is doing this commercial is to get you smokers to quit smoking. "
First Uncle scoffed, "I think he's just trying to make things difficult for us."
…
There were also praise and criticism on the internet.
"Teacher Zhang, I hate you!"
"I thought that after Zhang Ye had just experienced the collective criticism of the Peking University incident, he would have to lay low for a period of time. But who would have thought that in just a few days, Teacher Zhang would jump out and 'commit evil' again? The last time was when he went to war with the Japanese, and this time, he's f * * king pointing his gun at us poor smokers. Flips table! Do we have it easy? They had to boycott Zhang Ye this time! Boycott the quit smoking ads! "
"Pu!"
"Same here!"
"Hurry up and take down the commercial! @ BeijingTVTV.com! "
"That's right. Take it as my thanks to you all. Hurry up and take it down. I feel that compared to this commercial, the bloody and violent quit smoking PSA is much better! The new policies are really troublesome. Why did they have to take down the bloody quit smoking PSA! Why! Are the people in charge of approving the public service announcements blind? Can't you all feel that this commercial of Zhang Ye's is even more bloody and violent than the black lung PSA!? "
"I don't want to see BTV's Zhang Ye's commercial a second time after seeing it once!"
"Zhang Ye has really come up with new tricks for his commercials!"
Although there were scoldings, most of those scoldings were in quotation marks. They were not really scoldings, but were more of a form of teasing. Or it could be said that it was a form of affirmation of Zhang Ye's advertising standards. If it were a normal quit smoking advertisement, the smokers would just watch it. At most, they would just ignore it if they didn't like it. To be able to make a group of smokers protest and boycott the quit smoking PSA, it was clearly not a normal commercial. It meant that they were not able to keep their hearts at ease and that this commercial had really scared them. It had really implanted fear into the hearts of the smokers! If it were any other type of commercial, the scoldings might indicate a problem, but the scoldings of the quit smoking PSA showed that this commercial was a breakthrough result!
It was effective!
This was the ultimate goal of a public service announcement!
… …
In the evening newspaper in the afternoon, many newspapers across the country reported on this shocking quit smoking PSA from Beijing Television.
"A new era of public service announcements?"
"Shock! The most frightening quit smoking PSA in history! "
"Beijing Television joins forces with Zhang Ye once again!"
"An ambiguous collaboration between an old employer and an old employee!"
"How many years ahead of the world is Zhang Ye's commercial production standards?"
"A historic breakthrough for the quit smoking PSA!"
"Zhang Ye — the darling of the advertising world!"
As something like a public service announcement was not mainstream news, there were not many reports about it. However, the limited reports still garnered a lot of attention from society, especially on the World No Tobacco Day. Some of the newspapers even gave this piece of news a very good spot on the front page.
At 8 PM, a plagiarism incident suddenly appeared on the online news!
The first news to be released was on the main page of a large web portal's news section. There was a picture that was surprisingly similar to BTV1's public service announcement, except that the cigarettes did not form the lungs, but the stomach. It was a burning stomach, and it was not a video of a public service announcement, but a picture of a public service announcement. The news pointed out that this picture had been posted on the World No Tobacco Day promotion website by a Dutch television station. Other than some differences in form, the core elements were clearly plagiarized from China's BTV1's quit smoking PSA!
The netizens were not having it.
"This is obviously plagiarism!"
"The people from that Dutch television station must have seen Zhang Ye's work!"
"It should be considered a reference."
"Reference, my ass! Look at what they've copied!"
"Sue them."
"@ BeijingTVstation, foreigners are plagiarizing our ideas!"
"This is the first time. This is the first time a foreigner has plagiarized our public service announcement. In the past, it was always our advertising world that learned from them!"
"Although I'm not happy about the plagiarism, I have to say that Zhang Ye has really brought pride to our countrymen. Even foreigners have come to learn from him and have been attracted over. This also shows that our Chinese advertising standards are no longer lagging behind the rest of the world!"
"In the end, Zhang Ye is still the best."
"That's right. There are always people scolding Zhang Ye this and Zhang Ye that, but look at this. At the critical moment, we still have to rely on Teacher Zhang to save the day. It's still Teacher Zhang who can bring glory to our country! Although I know that Teacher Zhang Ye has all sorts of flaws, like his personality and temper, so what? No one is perfect. Besides, geniuses are called geniuses because they are different from normal people! "
"Forever supporting Teacher Zhang Ye!"
"Right, no matter how others evaluate or criticize you, in my eyes, you will always be the pride of China!"
At this moment, a Weibo verified sociologist came forward to say something. He posted on Weibo: "A few days ago, although I had criticized Zhang Ye after the 'Peking University incident' and felt that he had all sorts of problems, I have to say that after watching this quit smoking PSA, I still admire Zhang Ye as a person. I'm not a professional advertising researcher, but even so, I can see how valuable this PSA is and how outstanding it is. I only look at the facts and not the people, so I definitely have to give a Like to Zhang Ye for this PSA!"
This time, Zhang Ye's work did not cause any more controversy like before. Everyone's tone was the same. Almost all of society had positive reviews for it. This was because this was a public service announcement. Furthermore, Zhang Ye's Central TV public service announcement that was plagiarized from his previous world did not have any flaws. It was very perfect. Just as some netizens had said, even without the specific elements of quitting smoking, this PSA was still an art. It was an art that could be appreciated from many different angles!
… …
On this night.
Quite a few advertising companies and related television stations' advertising departments were all working overtime.
Everyone sat there and watched Department 1's Quit Smoking PSA again and again according to their leaders' instructions. 10 times, 15 times, 20 times. They did not tire of it!
"How impressive!"
"This music is really just right!"
"The finishing touch is that breathing sound. I really don't know how Zhang Ye thought of that. Try muting the breathing sound. Without that, this PSA wouldn't have such a strong impact!"
"Right, the first time I saw it, I thought it was scary. I felt that this PSA had won because of the idea of the cigarette lungs, but after watching it more than 10 times, I realized that it wasn't that simple. From the first few seconds of 'meaningless' foreshadowing, to the music, voice, and lighting, it was all meticulously crafted. Every step was the most exquisite art of advertising! This Zhang Ye … is really amazing! Are you guys sure that he graduated from a broadcasting major? "
"Hai, you really can't compare yourself to others."
"Even the Dutch television stations have plagiarized Zhang Ye's PSA. This is really strange. This has never happened before in history, right? The Dutch are really quick to react! "
"They still have good taste and know the value of this PSA."
Analyze!
Study!
Analyze again!
Some advertising companies did not do PSAs, nor did they take on such advertising cases. But they still held meetings to discuss the details of the PSA and the related core elements. They were not doing this for the sake of advancing into PSAs in the future, but because the production of an PSA was similar. Just like when they were researching Zhang Ye's Brain Gold PSA, they might not necessarily use the style of the PSA, nor did they have to imitate it. But they had to know where its success lay. They had to know what was the core element that attracted people to it. They had to absorb it and learn from it. If they did not improve, they would only be eliminated!
Zhang Ye's PSA had undoubtedly opened a brand new door for China's advertising industry!
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