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Father’s Day Combo 父亲节的广告故事

Beclouded by Chinese New Year and Mother’s Day, Father’s Day was never a big deal in China. However, the holiday has picked up in recent years, and advertising agencies are seizing the occasion to create elaborate film scripts.

前有春节的喜气未散，后有母亲节的温情萦绕，在中国，父亲节似乎从未引起过太多的关注。然而，近年来庆祝父亲节的人越来越多，广告公司们瞅准了机会，开始围绕父亲节这一主题，精心地做起了文章。

These last few years we have seen a handful of commercials using storytelling. Despite being an essential tool to make advertisements memorable, the genre had hardly existed in China until only a number of years ago.

在过去的几年里，我们发现一些广告片在推产品之余，也讲起了故事。虽然加入剧情与叙事，是让广告过目不忘的重要手段，但在中国仅在近几年，业内才开始越来越多地采用这一手法。

Here are three examples of Father’s Day films brightly using storytelling to touch audiences on a human level, incite consumers’ instinct, and, consequently, marvel those in the advertising industry.

下面这三部父亲节主题的短片，便是剧情广告片的典范，它们巧妙地利用优秀的剧本，去触碰受众内心的柔软，刺激消费者的购买欲，这一自然地转换，让人不得不赞叹。

Huawei’s story jumps between past and present to explore a father’s perspective and relationship with his daughter. The director interviewed members of the Huawei team about their family stories to create a multifaceted and relatable father figure. The ending is both touching and funny, highlighting the smartphone’s built-in feature to erase photobombers.

华为的故事在过去和现在不断转场，展现了不同时期父亲的视角和父女的关系。该片导演采访了华为团队的部分成员，将他们的家庭故事作为素材，塑造了一位立体多面又真实亲切的父亲形象。故事的结尾即有趣又感人，还凸显了华为智能手机一键去除路人甲的自带功能。

Huawei 华为

 

Agency 代理公司：HAVAS
Production 制作公司：WE PRODUCTIONS
Director 导演：Adam 亚当
DoP 摄影师：刘派

In a very similar plot, but from a daughter’s perspective, Honor (that’s owned by Huawei) also goes back and forth in time. The ad features a moody artist that exploits her father as a model for her drawing practice. In the end, she makes him a touching homage by using her tablet.

在另一部以女儿视角展开，剧情相仿的短片中，荣耀（华为旗下的手机品牌）广告也是在过去与现在穿梭。讲述了因压力情绪化的画家女儿，对从小到大给她做模特的父亲开始不耐烦。最后，女儿用荣耀平板为父亲创作了致敬父亲，感恩父爱的作品。

Honor 荣耀

Agency 代理公司：戎马
Production 制作公司：Red Horse Media
Director 导演：曾燕云
DoP 摄影师：辛伟

In a series of three spots, Oreo explores different types of fathers: the cooking-phobic one, the busy one, and the clumsy one. The brand sees in their cookies a point of connection between them and their children. In this commercial, there are no professional actors, and there was a lot of room for spontaneity and playfulness during the shootings.

在奥利奥的三集系列广告中，则展示了不同类型的父亲：热爱厨房的父亲，工作繁忙的父亲，笨手笨脚的父亲。奥利奥饼干则作为这些父亲与子女的纽带。这部系列广告中并未聘请专业演员，拍摄的过程中鼓励即兴发挥，展现自然的亲子趣事。

Oreo 奥利奥

Agency 代理：Tianyukong（SH）上海天与空
Director 导演：余欢
DoP 摄影师：杨茗杰

May next year welcome the same excellence in Father’s Day storytelling — a newcomer combo in the Chinese ad universe.

希望明年的父亲节，我们还能看到更多如此优秀的父亲节故事，让这位中国节日广告宇宙中的新星大放异彩。