To a foreigner, unknowing of the intricacies of the Chinese language, the recent Tencent campaign might be a bit of conundrum. Why a pink scotch tape seems to be the remedy for everything, from scaring away an annoying salesperson to a working mom who’s had enough of her gaming playing partner?!
对于一位外籍友人来说，如果不熟悉中文的博大精深，看懂腾讯最新的广告片可能要花一番功夫。一卷粉红色的胶带，既能吓退恼人的推销员，又能帮职场家庭都操心的妈妈调教沉迷游戏的老公，这小小的道具，怎么就能治愈生活中所有的伤痛？！
The commercial film is divided into four stand-alone scenes, each explaining the “30-year-old modern woman attitude” from a different perspective: working moms will not retreat and compromise at the workplace; they will not accept to be the only carer of the baby; they will not spend hard-earned money carelessly; and finally, that single women looking for partner will not settle for less. In other words, age is just a number, but living in your own manner, without fear of age and its pressure, is what important.
这部广告片由四个独立的片段组成，每一个都从不同的角度解读了“现代30岁女性的态度”：职场妈妈不退缩，不在职场妥协；她们不接受“丧偶式育儿”；她们辛苦赚的钱不会无脑地花出去；最后，渴望爱情的单身女性不会随随便便嫁人。换言之，年龄只是个数字，重要的是按照自己的节奏与方式生活，不惧年龄，也不怕随之而来的压力。
Interestingly for Xu WangLiang, the director behind the spots, this is not the first advertising that is so fiercely local, it leaves foreigners perplexed. Last year he directed that Cadillac spot, that caused a lot of polarized responses. His portfolio is full of other works, which humor might be lost on someone who doesn’t live in China. It appears, that Xu WangLiang has mastered a genre of Chinese advertising that serves instant humor in scenes strung together by a unifying message/slogan. As a sweet, humorous antidote to the pressures of everyday life, these commercials glide on the surface, often touching upon hot issues, while keeping the brand product focus.
有趣的是，对于导演徐王良来说，如此挑战外国朋友的纯本土梗广告，他拍过不止一部。例如去年他为凯迪拉克拍摄的广告，就收到了两极化的评价。类似的作品他还有很多，这些幽默诙谐的本土梗，常常让国际友人们摸不着头脑。导演徐王良的作品往往善用本土梗，标语对比，转场对比，和略有不同的广告主题，在短短几秒就让观众们捧腹不禁，在这一领域，徐王良可谓是登峰造极。这些广告片轻触话题表面，小心碰触热点话题，用幽默为观众充满压力的生活带来一颗甜蜜的解药，与此同时也不忘体现品牌产品的主要特色。
Cadillac keeps its COOL in China｜凯迪拉克在中国的“冷眼”态度
Click to see more of Xu WangLiang’s works
点击查看徐王良导演更多的作品
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