中国媒体界正在掀起一股网络连续剧形式的浪潮。在这种浪潮的冲击下，淘宝网再次与他们的长期合作伙伴UM上海以及Start Films 制作公司一起，为我们带来了一部7集广告剧《夜操场》。
Online mini-series’ ads have been making a splash in the Chinese media landscape. Taobao, one of China’s largest online retailers, teamed up with its long-time advertising partner UM Shanghai, an independent agency, and production house Start Films to create an online commercial mini-series titled “Night Warriors”.
The commercials are released on Taobao’s website and WeChat every Wednesday at 7pm. The setting for these commercials is a military camp where a gruff but firm sergeant commands a group of soldiers through arduous training drills. The episodes all end with a twist, where the promoted product is irrelevant to the episode plot line.
The use of ‘Mo Lei Tau’ slapstick style humor in this commercial mini-series was a purposeful decision taken by Creative Director of UM Shanghai, Leon Liu. This type of humor created by the pairing of two seemingly incongruous elements, originally baffled viewers. The results, however, certainly justify this tactic.
This first episode shown below had already accumulated more than 4 million views on a combination of platforms including Youku, IQiyi and QQ Weibo. As the owner of the cooking sets company reported “The sale of the cooking set increased over 50 times the sales from last month, putting enormous strain on our company’s supply chain and product stock. We sold the equivalent of 4 years of products in almost one night.”
The Creative Director Liu explains further the concept behind the online commercial mini-series: “We tried to convey the idea that Taobao only supports quality products on its site. The training camp symbolizes China’s production market and the soldiers are the products. Each product, like the soldiers, are put through rigorous testing processes. This system filters out the less qualified ones leaving only the highest caliber products to survive.”
Directed by Golden Horse awarded director Zero Lin, the mini-series was shot in Ningbo, Zhejiang Province. Executive producer of Start Films, Kingsley Chen, commented, “We truly became the ‘Night Warriors’ when making these commercials. All the scenes were shot at night time. In the first episode, for example, the actors and crew were really running back and forth on an incredibly rocky surface. It was not an easy task. At the beginning everyone’s feet were in pain and by the second day our feet had gone numb.”
This commercial mini-series will go down as a successful ad campaign. Not only did the mini-series produce profitable results for the brand, it also represents an intriguing and unique presentation of content creation in China.
Below are the next two episodes released in the commercial mini-series.
Agency: UM Shanghai
CD: Leon Liu
Production Company: Start Films
Producer: Kingsley Chen, Hu Kai
EP: Li Wenjun
Director: Zero Lin
DP: Jin Chenyu
Editor: Luo Jing
Post: Xie Yu
Colorist: Flip, A Jie
Sound: Smile Studio