Advertising is a paradoxical thing, it was created with the purpose of being seen by more people, but it comes with the attribute of making people not really want to watch it. So, how to make an advertisement appealing and convey the spirit of the brand at the same time is a difficult problem, and one that we have been exploring for a long time. 

Looking at Jingdong's advertising cases in recent years, you will find that 180 and Jingdong have found a solution to the problem that suits Jingdong - using grounded and good stories to convey the brand spirit.

Judging by the audience feedback of the 20-year brand film of Jingdong, we are on the right path again.

Because of empathy, people can be moved by the truth in a story. A good story never lacks an audience, and the good thing is, there is no shortage of good stories in the capital.

In these 20 years, Jingdong has been a real companion to its users. 550,000 employees are active in Jingdong's many industries, and countless touching stories have taken place here. This gives us a huge library of material, allowing us to select the three most representative from the countless real stories.

The prototype of the story in the movie

Image from the web

Leave It To Me is based on the blueberry village of Penfu, which Jingdong supports in Yunnan.

Image from the web

The prototype of "Sure to" is the Jingdong Express Station, a one-man station in some remote areas.

Image from the web

The real-life prototype of "No Problem" is Lu Jingyuan, the Jingdong customer service agent who coordinated the delivery of the life-saving medicine.

The story's archetype is moving, and naturally, the script can't fall out of line. After all, creativity comes from life, but it also has to be above life.

We use three different presentation techniques based on the three stories. Dramatized adaptations were used to amplify the empathy of the stories.

In Leave It To Me, the chase scene arranged at the beginning of the movie pulls the movie's atmosphere right along, leaving enough suspense and setting a joyful tone for the whole movie.

The hilarious questions and comments from the netizens afterwards directly bring the movie to a climax, fleshing out the image of the old man and the netizens while also becoming the hilarious bearer of the whole movie.

Instead of having too much dialog and lines, the entire film of Surely Here pulls the sense of urgency through the identities, states and expressions of the characters. It allows the sudden rainstorm to affect not only the characters in the movie, but also the mood of each viewer.

No Problem is the simplest of the three videos in terms of scenes, but it's also the most emotionally intense of the three. The whole movie is divided by a phone call about a patient's drug shortage. The atmosphere goes from slow to urgent, the mood goes from loose to tight, and the change of pace is held up entirely by the language of the camera and the performances of the actors.

It's simple, but it brings emotional tension and gives the audience the motivation to watch.

These points above are both the high points of the story and the first drivers that spur the viewer to keep watching.

Putting the brand into the story

The audience is more "soft" than "hard".

It is these people and things that best represent Jingdong, the spirit of Jingdong to everyone, so that the brand implantation "soft" down.

These stories seem to be about the employees of Jingdong, but in fact, they are about Jingdong, touching at the same time, avoiding the rawness of the link between the brand and the story.

The final control of the final movie is actually the director. Faced with a tight schedule and a script that was not finalized, the creators were a bit apprehensive. Luckily, the creative team worked hard enough and the director was strong enough to deliver a satisfactory answer at the last minute.

Five days, three locations, and every shot is a scramble.

Shooting during the day and rewriting scripts all night long just to achieve the best results.

The director's tired yet stubborn eyes as he stays up all night filming.

It's bitter, but still happy.

The hard working Sanlang behind the project, and the cute and persistent clients.

To summarize, a good brand advertisement is one that organically combines the brand spirit, a good story, and an appropriate adaptation. There are thousands of brand advertisements born every year, but not many of them can do it, and even fewer of them can be remembered by consumers.

There's no set standard for good though, what do you think is more important in a good advertisement other than the points mentioned above? Feel free to discuss them together in the comments section.