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Qualcomm Brings Hollywood Quality To Advertising
一部广告的好莱坞大片体验

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对于中国市场来说,长篇幅广告仍属稀有——尽管在世界范围内,这种广告形式已经获得了广泛认可——高通骁龙近日推出的30分钟悬疑剧情片《危情生命线》也许正好能打破国内市场的这一空缺。

作为高通在中国大陆推广活动“高通骁龙节”的一部分,这部电影在该节与爱奇艺上同时首播,首周末的观影数量就已经达到130万人次。如今,这个数字已经达到了1100万。

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Cinematic long-form filmmaking in service of a brand is a rarity in the China market.  Qualcomm’s 30-minute hit thriller, Lifeline, may just start to change that.

The film has been well-received, receiving over 1.3 million views on Chinese online video site IQiYi its first weekend, growing to 11 million hits after two weeks.

3059765-inline-i-1-oscar-winning-birdman-screenwriter-armando-bo-plots-and-directs-a-thriller-for-qualcommOlivia Munn与王力宏在电影中|Olivia Munn and Leehom Wang in a scene

《危情生命线》由奥斯卡获奖导演Armando Bo执导,华人巨星王力宏在片中扮演了一个寻找失踪女友——好莱坞女星Olivia Munn所饰演——的角色,而手中唯一的线索就是一部装备了骁龙最新科技的手机。本片由大名鼎鼎的奥美提供创意,并且由曾拍摄过《荒野猎人》等一系列好莱坞巨作的Anonymous Content完成制作。电影全部取景都在上海,而作为主打市场的中国和美国,电影中的对话也由70%的中文和30%英文完成。

The story shows a man trying to find his girlfriend with only her smartphone to provide the clues.  The all-star production, a collaboration between Hollywood studio Anonymous Content and Ogilvy & Mather North America, was directed by Academy Award winner Armando Bo and stars Chinese singer Leehom Wang and US actress Olivia Munn.  Shot in Shanghai, with 70% Mandarin dialogue and 30% English, the film is aimed at the Chinese and US mass markets.

maxresdefault导演Armando Bo|Director Armando Bo

Armando Bo作为2014年奥斯卡大卖影片《鸟人》的编剧,也在当年收获了一座最佳编剧的小金人。当他谈到《危情生命线》的制作时,他说:“我一直在反复强调这样一个问题:为什么那些大品牌,大公司不做更多像《危情生命线》这样有趣的东西?我们不仅仅是在拍一部电影,说一个故事,更是在做一件有趣的事情——悄悄的把产品的推广隐藏在电影里。”

高通的资深市场部副经理Tim McDonough也说:“科技创新公司在推广方面更应该有创新的思维与推广方式。”

Bo, best-known for winning the Best Original Screenplay Oscar for 2014’s BirdMan, ponders, “I’ve been saying for years, ‘Why don’t more brands do things like this?’ This kind of project allows you to say what you need to say but in a subtle way—telling a story and doing something that is a lot more interesting.”

Tim McDonough, Qualcomm’s senior vice president of global marketing, agrees, “Innovative product companies also ought to have marketing that’s as innovative as what they build.”

3059765-inline-file-transfer-between-two-phones电影中展示的骁龙文件传递技术|Advanced transfer tech by Qualcomm shown in the film

长篇幅广告作为一种独特的宣传方式在全球范围内已经获得了认可,许多知名品牌也乐于将更多资金与时间投入到这样一项更能吸引观众的广告形式中;然而品牌在此类广告中大多以赞助方式出现,其产皮仍很难融入故事中作为剧情推动的因素——对于中国广告圈来说,这一点尤其困难。尽管近年来影视广告已经向着西方生产模式(高投资,大制作,国际合作)的方向发展,长篇幅广告仍属于新鲜事物。2014年的一项调查结果显示,中国广告业在互联网上投入的广告费已经超出了对于传统广告业的投入。市场已经成型,就看广告公司与客户的了。

作为一次对于广告与电影结合的尝试,《危情生命线》无疑成功的模糊了广告与院线电影之间的界限。这是否会给中国的品牌与广告公司带来什么启示?我们拭目以待。

Advertising in which the product plays a supporting role to the overall story is not common for the China market, with more spent on internet advertising than traditional forms of advertising.  However, in recent years some local brands have dared to invest in cinematic long-form commercials, with bigger budgets, higher production values and collaboration with international directors and production companies. 

It will be interesting to see if Lifeline’s success in blurring the boundaries between feature filmmaking and advertising can encoruage more story-driven long form commercial filmmaking in China.

《危情生命线》预告片|Trailer of Lifeline

观看全片请至:http://www.iqiyi.com/v_19rrlw2g7w.html?list=19rrklk302#vfrm=2-3-0-1

Too watch the full film, please go to: http://www.iqiyi.com/v_19rrlw2g7w.html?list=19rrklk302#vfrm=2-3-0-1

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