Chapter 428 McDonald's Advertisement with All-Star Lineup

In Tokyo city at night, Jiang Shan and Huang Hua stayed in a small hotel near "Dadi Advertising" after being repeatedly persuaded by Yu Sigui.

The name of the hotel is "Sanyingsu".

Looking up at the sign, Jiang Shan really couldn't understand why this little Ri-Ben liked the word "three" so much.

"What are you thinking about, Jiangshan?"

Huang Hua, who had completed all the procedures, turned around and said, "Come in quickly."

After the two people hurried in, they found that this small hotel opened in a residential area was indeed the right place.

“This price is actually a suite,”

Jiang Shan opened the window as soon as he entered the door: "...it's really cheap but not a good house!"

"What's wrong?"

Looking at the expression on Jiang Shan's face, Huang Hua quickly walked to the window: "Hiss..."

Woo——

Before I could express my feelings, a train opened in front of me and passed by.

"Go and ask," Jiang Shan said in a loud voice, "are there any rooms with other orientations?"

"No more, this is the only one left!"

7. Japan in the 1980s was a year of rapid growth in tourism business.

Most of the citizens, if they can go abroad, do so, and if they can't, they come to Tokyo for a tour.

…

An hour later, Yu Sigui came over carrying two boxes of sushi.

As soon as they entered the door, they saw Jiang Shan and Huang Hua, lying on the desk in the room writing and drawing.

"You two really want to improve,"

With two bangs, the sushi box was opened and placed on the table: "How is it? It's quite quiet here, right?"

She had already advised them not to come over.

"Well," Jiang Shan opened his eyes and lied: "If you don't speak, you really have no voice at all."

"Really?"

The giggling Yu Sigui was very happy: "That's really great."

At this moment, Huang Hua pointed out the window and said warmly: "There is a train track on the next street. It seems that we won't have a good rest tonight.

However, Jiang Shan had already said hello to the waiter downstairs, saying that he would help us change rooms as soon as there were vacancies across the street. "

"It would be nice to let you live in my place," Yu Sigui said, "You have to come here to suffer."

"You still have your parents there, right?"

Jiang Shan felt: "It's more comfortable to live outside."

…

Outside the window, a full moon peered through the gray clouds.

The two men lying beside the desk were busy with their work.

Yu Sigui lay lazily on the light yellow sofa, flipping through Jiang Shan's cartoon manuscripts under a floor lamp.

"I thought you were joking, but I didn't expect you actually drew it."

"Look carefully,"

Jiang Shan's pen tip quickly crossed the manuscript paper: "I will give you some comments after reading it."

"You'd better draw it first and then talk about it,"

Yu Sigui showed the pitiful pages of drawings in his hand:

"I just want to know how unique little chef Liu Pleiades' shredded pork with green pepper is?"

…

For the pioneering work of cooking competition "The Little Master of China", if it were not for the Japanese songs at the beginning and end of the film.

Who would doubt that this cartoon, even the names of the characters are Chinese-style, is actually a Japanese animation.

The original name of "Chinese Little Master" is "Chinese Little Chef", also known as "Chinese Little Chef".

In 1995, Japan's "Weekly Shōnen Magazine" discovered that an anime "Iron Cooking" serialized in a rival publication was interesting.

But "Iron Cooking", which intersperses the plots of characters from "The Romance of the Three Kingdoms", seems particularly awkward.

Therefore, the editor of "Weekly Shōnen Magazine" gave two thick "Chinese Cuisine Encyclopedia" to Ogawa Etsuji, a novice cartoonist in the agency.

He was also commissioned to draw a Chinese food comic strip to compete with "Iron Chef".

Coincidentally, in 1993, Fuji TV had just held a national "Culinary Skills Competition."

The one who won the first prize in one fell swoop was Chen Jianyi, a Chinese Sichuan chef who is well-known in Japan.

And this Chen Jianyi's father is Chen Jianmin, who was dubbed the "God of Sichuan Cuisine" by Japan and Japan.

In 1952, Chen Jianmin boarded a ship bound for Japan, carrying a Chinese casserole wok and a kitchen knife and cutting board.

Six years later, Chen Jianmin, who did not want to live under others for a long time, opened the first "Sichuan Hotel" in Tokyo.

Relying on his authentic Sichuan cooking skills, Chen Jianmin's "Sichuan Restaurant" became an instant hit without any effort.

And the twice-cooked pork, dandan noodles, mapo tofu, green pepper shredded pork in "Sichuan Restaurant"...

It has also become a Chinese delicacy that Japanese people dream of.

Many important officials, including the Prime Minister, fall in love with the "Sichuan Hotel" no matter what.

And cartoonist Etsuji Ogawa loves the Chinese food in "Sichuan Restaurant" so much.

Later, in a TV cooking competition, I saw Chen Jianyi, Chen Jianmin's successor, cooking with confidence, and I was immediately mesmerized by that operation.

Therefore, when Ogawa Etsuji received the task assigned by the editor, the first thing that came to mind was Chen Jianyi’s Mapo Tofu.

When "God of Sichuan Kitchen" Chen Jianmin was an apprentice, his experience in restaurants in Chongqing, Chengdu, Wuhan, Nanjing, Shanghai, Xiangjiang... has become the central idea of ​​the entire comic.

In a sense, without Chen’s Mapo Tofu, there would be no future “Zhonghua Ichiban”.

After that, "Zhonghua Ichiban", which was composed of Chinese food cities, was a great success during the serialization period from 1995 to 1999.

Not to mention Japan, it is also a very popular comic work in Hong Kong, Macao and Taiwan.

The result is precisely because the popularity is too high.

Only then did Wanwan's financial backers spend huge sums of money to change all the names in the comic strips into their own product names.

But no matter how it changed, the Taiwanese translation of "The Little Master of China" still attracted a lot of hits after it entered the mainland.

But then everyone also exclaimed:

This entire film runs through Sichuan, Shandong, Hunan, Hui, Huai, Guangdong... dishes from all over China. Isn't it really China's own animation?

Cultural output, cultural input.

Our own culture should be managed by our own people.

The drawings in Jiang Shan's hands are slightly ethnically modified based on the original works.

However, the title of the book was still chosen as "The Little Master of China".

As for why not use "Chinese Little Chef" or the later translated "MasterChef Little Master"?

There are two reasons.

First, it must have the word "Chinese"!

Secondly, the word "Ichiban" in the original work originally meant "first, most".

The protagonists are all "little bosses", so of course they can "have the final say".

…

For several days, Jiangshan, Huang Hua, and Yu Sigui's company were busy implementing the "Laoshan Mineral Water" advertisement.

During this period, I took a break from my busy schedule and was still preparing a McDonald's advertising sample.

after all,

"Their offer was too tempting,"

Yu Sigui asked Jiang Shan over and over again: "Do you think we can choose him?"

"It's a bit confusing."

At this moment, Jiang Shan and Yu Sigui were sitting in the multi-functional conference room of McDonald's Tokyo headquarters.

After looking around for a few times, Jiang Shan glanced at his mouth and said: "The key is that the opponents this time are too strong."

"that is,"

After forcing himself to calm down and get into a posture, Yu Sigui's expression showed no sign of defeat at all: "It doesn't matter if you are strong, you can just fight back and four of them will come."

"I don't know if there is any medicine in their gourds?"

Jiang Shan shook his legs and looked at the puddle of solemn suits all around: "I really want to open the bid earlier!"

…

More than ten minutes later, the pitch meeting began.

Before the McDonald's executives on the stage finished their opening remarks, Yu Sigui was already nervous.

"Mr. Yu, are you okay?"

The employee of Dadi Company looked at her with concern: "Would you like some water?"

"I'm fine,"

After adjusting his sitting posture, Yu Sigui decided to lose the battle rather than lose to others: "Don't worry!"

"There's really no need to worry,"

Jiang Shan patted her arm: "You will get used to this kind of big battle after seeing it a few times."

Hearing this, Yu Sigui laughed: "Jiang Shan, do you still remember the day we defeated Ogilvy in New York?"

"Here," Jiang Shan whispered and pointed to the stage: "Ogilvy is here again..."

…

"...based on our accurate analysis of the market,"

The Ogilvy advertisement was the first one to go up today. The speaker was a tall female executive with a serious expression:

“The advice given by our Ogilvy team is...”

At this point, the big screen behind the female executive lit up.

"The first thing that catches your eyes is the outdoor advertisement we designed for McDonald's..."

At this moment, in a picture on the screen, children from all directions were happily running towards the Madonna restaurant in the middle...

"how do you feel?"

Jiang Shan leaned on his chair and watched from a distance.

Yu Sigui and his staff shook their heads together: "I don't feel very good."

Then, another McDonald's commercial appeared on the big screen in front.

"Can you give me a children's meal? I have children in the car and it's difficult to get out of the car."

"Quick, give me a burger, I'm going to be late for work."

"There are no extra parking spaces. Fortunately, you guys, McDonald's has a drive-thru."

"..."

On the big screen, cars drove up to the McDonald's window, and then talked about the advantages of the "drive-thru restaurant".

The McDonald's executives sitting below nodded repeatedly.

Soon, Dentsu Advertising Company also joined the battle.

"Their soundtrack is very good,"

Yu Sigui said softly next to Jiangshan: "They actually drove all the school buses into the drive-thru."

“This ad looks more interesting than Ogilvy!”

Jiang Shan and Yu Sigui, who were sitting below, were already commenting in low voices.

Like them, various teams began to communicate quietly at this time.

When it was the turn of the team from the "Leo Burnett" advertising agency to give a speech.

The voices in the audience suddenly became louder.

From the first McDonald's drive-thru in the 1970s to today's drive-thru restaurant in 1980.

Scenes of nostalgic photos, accompanied by pop music from that year...

Even Jiang Shan felt his eyes light up: "The enemy has appeared!"

"I saw it too."

The previous poor works of the two companies gave Yu Sigui a lot of confidence.

But I’ll take another look...sigh~

After more than ten minutes, finally,

"Next, it's my turn,"

Jiang Shan stood up as soon as he spoke, and before leaving, he gently pressed Yu Sigui's shoulder: "Sit tight!"

"Um,"

Yu Sigui responded softly, and then folded her legs gracefully.

Then, he hid his left hand under the table and pinched his nails desperately.

"Joy, relaxation, deliciousness, and speed, McDonald's has always left us a very good impression of "Spring Breeze", "

On the stage, Jiangshan, wearing a dark-striped white shirt and smoky gray trousers, looked at the McDonald's executive team below with a pleasant face:

"So, when planning advertising for your company, we also incorporated these elements into it..."

When the big screen behind him lit up, there was a murmur of exclamation from the audience.

In the surprised eyes of a row of McDonald's executives, Jiangshan turned and pointed at the big screen.

"What is a successful outdoor advertisement?"

He knocked on the screen: "In our opinion, a design that looks both interesting and shocking can be called successful!"

On the screen, a rectangular French fry box-shaped billboard shot beams of yellow light towards the sky.

No matter how far or near it looks, it is a huge box of McDonald's French fries.

"Which advertising company is Chunfengdu?"

Fujita Tian, ​​who was sitting in the party A seat, had not announced his identity as the chairman of McDonald's to the audience.

At this moment, facing Chunfengdu's work, Fujita Tian, ​​who had not spoken much, finally couldn't help but said: "Is it domestic or foreign?"

Everyone who came up spoke fluent Japanese, and it was really confusing for a while.

"This company is from mainland China," an executive next to him introduced: "Do you still remember McDonald's Avenue in Hong Kong?"

"..."

Fujita Tian's expression was stunned: "So it's this company, um, it's really extraordinary when it comes out."

"We can also change the direction of the spotlight automatically on time"

Jiangshan continued to press the remote control in his hand: "In this way, it will be more attractive."

At this time, Jiangshan's eyes were only on the McDonald's executives in the front row.

And the McDonald's sitting in the front row, after listening to his explanation, also looked at him and nodded.

Looking at the changing pictures on the big screen, let alone the McDonald's in the front row, all the colleagues in the audience were staring at it intently.

The next second, the image on the screen suddenly moved.

Here comes the ad sample for Chunfengdu.

Due to time constraints, the ad sample prepared by Jiangshan is basically a simple animation.

But based on the artist's decent skills, the overall picture looks very similar...

After the top view of a McDonald's drive-thru restaurant was twisted,

a "drive-thru" ordering window with a bright yellow big M logo appeared on the screen.

Accompanied by a burst of ding-dong music, several laser beams flew past the window.

Then, Astro Boy, with fire under his feet, hovered in front of the McDonald's ordering window.

After the McDonald's lady handed over a bag of McDonald's, Astro Boy flew away.

"Huh?"

"Ah?"

"What?"

As soon as a burst of exclamations appeared, a scene appeared on the screen again, causing the audience to continue to exclaim.

Dong, dong, dong...

The clever Ikkiu led Xiao Ye and a group of fellow apprentices to line up outside the McDonald's window.

After reaching out and taking the French fries, cones, salads, and coffee on the windowsill one by one.

Then he left with a wooden fish.

Seeing this, Fujita couldn't help laughing.

Like the elder who was the last one in the team on the screen, he also picked up a cup of coffee on the table.

A few seconds later, a row of little heads popped up in front of the McDonald's window.

The last one to appear, the round-headed Doraemon, was the first to reach out and take a bag of McDonald's...

Seeing this, the atmosphere in the entire multi-functional conference room unconsciously became relaxed and happy.

After quietly looking back for a few seconds, Fujita quickly continued to look at the big screen.

Seeing now, everyone present was looking forward to the next character in the advertisement.

Sure enough, Ultraman, Flower Fairy, and Mobile Suit Gundam lined up in front of the McDonald's window.

Every time a familiar animated character appears, the corresponding background music changes accordingly.

Take it and go, the flashing animated stars make the McDonald's executives in the front row shine and smile.

At this moment, the stars that appear on the screen make everyone stretch their necks again.

A dinosaur express Ksai landed in front of the McDonald's window with a bang.

After the hatch of the spacecraft was opened, the Ksai team members in red took a bag of McDonald's and gave a handsome salute to the McDonald's waiter.

—— McDonald's drive-thru is faster than you think——

In the last string of music, a line of subtitles appeared.

A few seconds later, all the McDonald's executives sitting in the front row, led by Chairman Fujita, stood up and applauded Jiangshan on the stage.

Until this moment, the four advertising teams that were watching the lively scene before realized that the game seemed to have been decided.

…

The advertisement Jiangshan chose this time was a drive-thru commercial released by McDonald's in Brazil.

The imaginative McDonald's publicity team lived up to its reputation as a creative pioneer.

In addition to aliens, chainsaw killers, King Kong, Marilyn Monroe...

Even the black super police and the Chinese dragon dance team were invited.

Since they can invite, Jiangshan can certainly invite as well.

However, the ones he invited were a group of animation major leagues in their prime...