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”.
《夜操场》于每周三晚间7点在淘宝微信上首先播出。该片将我们带入了军营中，一位硬汉教官通过严酷的训练打磨手下的士兵们。然而每集的结局却都出乎人们的意料，用一种近乎无厘头的方式将淘宝的产品与故事联系起来。
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.
《夜操场》首集《夜战钢盔》播出后，观众们对于出人意料的结局纷纷感到不解。UM上海的创意总监刘旸说：“这就是我们在创意时的意图，通过一种无厘头式的喜剧给观众惊喜。”当然，这则广告所带来的结果也让人惊喜。“我们在首集中推广的厨具在广告播出后的销量增长了36倍。”刘旸说。
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.
《夜操场》首支影片《夜战钢盔》已经在全网收获了将近400万的浏览量，而其中推广的厨具品牌销量更是增长了近50倍，对于生产厂家的库存都提出了巨大挑战。该公司的一位负责人说：“我们几乎在一晚上就卖出了过去4年的销量。”
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.”
刘旸解释本片的理念时说：“我们把军营比喻为中国制造 ，它们之间的共同点就在于有着唯一而执着的目标：军营为训练优秀的军人坚持不懈，条件严苛；而中国质造则对商品质量苛刻追求。只有最优秀的士兵，最优良的产品才能在严酷的选拔中留存下来。”
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.”
本片由金马奖导演林哲乐执导，影片的拍摄地点位于浙江省宁波市。Start Films监制陈学礼在描述拍摄过程时说：“所有剧组的人都成为了夜操场上的一员，我们剧组与演员在坑坑洼洼的石滩地上来回奔跑，脚从一开始的疼痛到第二天夜晚早已麻木。”
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.”
本剧无疑是一次成功的宣传造势，不仅仅为客户带来了可观的利润，更是为中国的创意圈开辟了一条独特可行的新路。
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.
下面是最新的剧集.
Below are the next two episodes released in the commercial mini-series.
制作团队：
广告公司：UM中好
创意总监：刘旸
制作公司：Start Films
制片：胡凯 陈学礼
监制：李文俊
导演：林哲乐
摄影指导：金晨煜
剪辑：罗景
后期：谢钰
调色：Flip 阿杰
混音：Smile studio
Credits:
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
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