This year's Spring Festival Gala won't be much of a tirade, after all, it's turned into a traditional custom for celebrating Chinese New Year.

However, the prime time before the Spring Festival Gala has this 30-second "advertisement", in which you and I can see our shadows.

These thirty seconds cover people working in different positions in all walks of life:

surgeon

principals

coach driver

road worker

Meituan takeout

Tailboard that lands here:

The doctor is a real doctor starring in the movie, the story of the retired teacher and the bus is also a real life story, and the takeaway boy running on the road is met everywhere. This film, which looks very much like a public service announcement, comes from Meituan Takeaway without any marketing purpose, but it was placed in the prime time slot of inches and seconds before the 2018 Spring Festival Gala. Meituan Takeaway joined hands with 180 to create this advertisement, not only to pay tribute to the riders, but also to pay tribute to people struggling in all walks of life across the country.

Road repair workers are professions, doctors are professions, teachers are professions, takeaway riders are also a profession, each of them is a small person who quietly struggles in this huge city. As long as they are down-to-earth to struggle and pay, they are equally valuable and worthy of respect and understanding. We chose to place this advertisement in the Spring Festival Gala, in addition to paying tribute to the laborers in various industries, we also hope that when the riders watch the Spring Festival Gala with their families, the families will understand the occupation of the riders, and feel proud of the riders from the bottom of their hearts.

In fact, in order to the ROI of the golden thirty-second advertising space of the Spring Festival Gala, it is not difficult to make a tearful and touching movie. It is reported that before the implementation of the project, the 180 client department collected countless stories about Meituan takeaway riders, including this year's big trend of "heart" and "grasp the pain point" type of material:

For example, if the elevator of a skyscraper office building is always full at noon, then climb dozens of flights of stairs to deliver the food;

The Deaf Riders, for example, averages more than 1,000 orders a month, and they speak with their actions;

Then there are riders who never return home in the wee hours of the morning;

Each of these materials, taken together and portrayed with great effort, are tear-jerking, touching, sparkling stories. However, in the end, it was a story that couldn't be more ordinary or smaller. Because, there is no need to portray the riders as great or bitter, and moving and sympathizing is not the result that Meituan Takeaway wants. After the broadcast of this movie, the riders are sincerely proud of themselves, and emotional connection with the audience, to see that the rider's profession is equal to other professions, "promising", which is a more important strategy.

How mundane is this story? Watch the whole movie and you'll understand:

In addition, Meituan Takeaway has also joined hands with People's Daily to further appeal to the general audience on each other's platforms to pay attention to the laborers and pay tribute to the people who work silently behind every industry. It's very touching that a brand, out of a sense of social responsibility, launches such a commercial for all those who work on the ground, to recognize and affirm the value of each industry.