It's that time of the year again, are you still repeating last year's operation, the quality of goods compared to each other, full discounts and offers to get together, and finally to brush the logistics information to brush? 

This year, Jingdong 11.11 launched a new proposition "give life more real", real good, real price, real service, real to any pie-in-the-sky creativity will feel unreal. So we counter-capture the horse line, shot this also real promotional ads.

For a 15-second promotional spot, the media space available determines that the message must be simple and clear in order for consumers to accurately get the message. The generic formula of "pain point + solution" may work, but it is bound to be evaluated as "this ad is too insubstantial".

Since any creative concept that pushes too hard will go against the real theme, it's better to look for some answers in the real lives of consumers - the

Volume to volume, the work is very real

I just want to get off work and leave at the speed of light. I feel sorry for myself even if I stay for a second more.

I'm just trying to be honest with you.

But when perfectionism awakens, they won't stop until they get what they want.

It's all fun and games, but it's a lot of money.

Should spend should spend should save should save, never do a big wrong kind of more spend money

Punctual home, the pursuit of perfection, the savings are our real life habits or ideas, the real life experience of consumers and the brand's real proposition to link, and finally convey the creative core of the "Jingdong and you are the same as real", the cost of dissemination will also be greatly reduced. After reading this, did you smile at the first time, a sense of the same picture comes to mind?

In order to make the consumers' real life performance more memorable, we and the directing team had a brainstorm and designed a series of more tangible and direct presentation: flash off work, open laundry, shadowless feet rowing, flying checkout ...... While ensuring the creative core, we also added more dramatic conflicts to the whole film.

Every staff member on site was also very real and very helpful.

Can you tell which two scenes are being filmed?

Filmed in a dated and historic courtyard where a famous person is said to have once lived.

Director, is this going up the roof?

It was hard to find a decent view of the lake during the epidemic!

Also stumbled upon a boating dog ~ whose vacation DNA moved.

Maybe the creative content of the video is something you don't see often, and at the same time it's not like a repetitive brainwashing advertisement where you can remember that key phrase even by just listening to it. But it's this creative entry point, which seems a bit peculiar but very universal, that might open up another new way of thinking for us, by transforming the brand's point of interest into the consumer's characteristics, impressing them with examples of their lives, and linking the brand's strengths that the brand wants to convey while remembering the advertisement. A word of explanation is ......

A little egg.

So the question is, do you know how many times the little yellow duck appears in all three shorts?