Ogilvy, we don't need anyone. We want monsters.

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Mccain doesn't want people, advertising series: monsters

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(Modern Advertisement 200 1, No.2)

Advertising copy of McCann Guangming's "Strange Stories of Monsters and Ghosts" series of advertisements

Demon: McCann doesn't want people, he wants a shemale!

Magic: McCann doesn't want anyone, he wants a pervert!

Ghost: McCann doesn't want anyone, just a miser.

Strange article: McCann doesn't want people, he just wants ugliness!

Analysis: This advertisement is a corporate affairs advertisement for McCann Advertising Company to recruit employees. In 200 1 year, he won the gold medal in the modern advertising "unlimited creativity" competition. Of course, the recruitment advertisement should introduce the recruitment conditions. What kind of employees does McCann Advertising Company want to recruit? Copywriting seized the fresh, dynamic and challenging characteristics of the advertising industry and shouted a groundbreaking slogan "McCann doesn't want people, he wants" special and extraordinary people ". This "strange man" is actually a shemale, a goat, a miser and an ugly man. This seems incredible, but if you carefully observe the picture of the advertisement and chew it carefully, you will be amazed at the originality of the advertisement.

The outstanding differences among all beings; Ghost Story is an orange picture of a bookkeeper with a small hat. The article "Guai" is an asymmetrical ugly person in the red picture. This group of abnormal images with distinctive personality subtly reflects that the advertisers to be recruited by McCann Company are "special people" with professional standards, flexible minds and overload advertising creation. What is even more amazing is that while advertising conveys the recruitment of talents, it has lost no time in shaping a distinctive, unique and personalized corporate image. Therefore, advertising with enterprises as the main body of information is the establishment and shaping of an image, and the creation of advertising copy should pay attention to the humanization, visualization and personalization of advertising performance.

This series of advertisements consists of four advertisements: demon, demon, ghost and monster. "Yao" is a Thai shemale, with strange appearance and mysterious movements, on the blue screen. "Magic film" is a variety of green pictures, which appear and disappear from time to time.