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周五5 | 中国互联网上的最新热播视频 ::

Friday, September 11th, 2009

:: 大众对于病毒式传播的视频广告逐渐产生审美疲劳。尽管制作精良,

创意新颖的作品仍然收到良好效果,但对于那些试图操纵观众意图明显的广告,广大网民往往能一眼识破。

您可以通过优酷Buzz博客来更多了解近期的热门视频。Kaiser Kuo在这个博客上发表他对这些视频的评论。文章多兼具诙谐幽默与讽刺调侃。在最近这篇关于歌手曾秩可的文章中,作者表达了自己对曾的音乐才能的不屑。In2Marcom博客新推出的Eyes On Me栏目则汇总了当月的各个热播视频。

曾秩可 ::
继曾秩可(曾在此前的Friday 5报道过)在八月份在超级女声选秀节目中遭淘汰之后,这位“人气超女”依然频繁出现在各种网络视频中。新浪用户“替罪羊”与视频制作者“飞飞蛙”合作完成了由“替罪羊”模仿包括刘德华,崔健,费玉清在内的15名歌星演唱曾的成名曲“狮子座”的视频。另一个关于曾秩可的视频是由参加军训的上海交大新生们制作的,在视频中,男生们向女生演唱“狮子座”以及另外两首歌。曾最近被卷入一场“抄袭门”,她的“狮子座”被指抄袭台湾歌曲“天际”。在我们期待一部关于曾“抄袭门”的出色视频出现的时候(目前只有一段对比两首歌曲的视频),这一事件也引发了在众多论坛和博客上的讨论,其中有文章援引曾为自己所做的辩护:“发现世上另一个自己”。曾秩可的形象还被搬上了网友炮制的《变形金刚3:地球之战》上。在这个植入了大量“广告”的短片中,曾从外星入侵者手中拯救了地球。影片中的广告,多半是一种对好莱坞和中国电影制作,以及大量病毒式传播视频中此类现象的戏仿(更多与此主题相关内容) 。

雪铁龙广告 ::
继雪铁龙发布一系列变形金刚主题的广告之后,名为“C派变形金刚”的优酷用户再次发布了两个变形金刚主题的拼接影片。八月份的一个名为“C派集结登场”的视频是此前雪铁龙的变形金刚广告的重新剪接,其中包括一个滑冰机器人和一个舞蹈机器人(曾在此前的Friday 5中被报道过)的片段。九月初由另一个用户上传的一段视频也是一个名为《疯狂的赛车》的视频。影片中,由于雪铁龙车队的赛巴斯迪安.勒布长期稳坐WRC拉力赛冠军宝座,以至于其它车手都把自己的最高目标定在第二名。这段视频不算成功:除了在几家汽车论坛受到些许认可之外,大量网友认为这只是一个二流广告并追问雪铁龙为这个广告花了多少钱。一些网友甚至在观看视频后对雪铁龙品牌嗤之以鼻,尽管并无证据标明雪铁龙与该视频有任何关联。

流星雨中的植入广告 ::
在八月份湖南卫视版本播出其改编的台湾电视剧“流星花园”之后出现一片对产品植入的反对呼声。台版的流星花园改编自日本漫画花より男子(Hana Yori Dango),在2001年播出之后在亚洲电视观众中创出收视高潮。而大陆的湖南卫视也在此剧基础上推出自己的改编版本《一起去看流星雨》。原版剧中的四位被称为F4(漫画原作中Flower 4的缩写)的男主角被新版的H4所取代。但是“流星”粉丝们对这部新作并不买账,反称其为“山寨流星花园”。各大论坛中对该剧的批评比比皆是,其中观众有违不满的是大量直白露骨的广告植入。网友制作了一些视频来讽刺这一现象。其中一个热播的视频汇集了剧中数个最为恶俗的广告,包括一段对南京产的名爵3SW汽车冗长乏味的推介。而熟悉原版的观众来说,剧中出身显贵的富家公子居然会为一款售价仅10万左右的汽车而心动?豆瓣和其它网上论坛的用户都觉得这样的情节安排十分可笑。甚至有网友指出这些广告是对处于经济低迷时期的中国观众的不尊重。另外一个被传到游戏论坛的视频则选取了剧中一段关于网游《征途》的做作的对话。而此类植入广告似有愈演愈烈之势:广电总局最近出台一条规定:所有插播广告不得超过90秒,而湖南卫视对此的反映是它将会将更多的广告植入到节目当中。这极有可能导致网络视频在市场营销中扮演更大的角色。

现代汽车 ::
在将目光投向病毒式营销之后,现代汽车从上月起投放了数条网络视频。从八月底推出至今,一段发生在一个技术不甚高明的女司机和一个倒霉的交警之间的小插曲的视频被在大量国内社交网站以及国外中文网站上转载。视频利用了人们对于女性司机的固有认识,整个叙述过程中并未使用对话,而是大量运用肢体语言从而达到喜剧效果。在第二个视频中,一个粗心大意的司机试图一边驾驶,一边点烟,同时还要用手机打电话。第三段视频则是一个擅长漂移的车手和一位跑酷高手之间的角逐。这段视频在许多汽车论坛受到追捧,引发许多关于漂移,以及标配车能否有像视频中那样出色的表现。这些视频并不注重含蓄:现代的标志频繁在特写镜头中出现。尽管大多数网友觉得这些视频具有一定娱乐性,但对此类广告的疲劳也不可避免。关于女司机的那段视频在优酷网获得大量好评,而对粗心司机视频的好评数量稍稍多于恶评数量。而跑酷视频却得到大量的恶评,甚至有网友评论到:“什么垃圾片子,踩死”。

国庆 ::
中国的国家形象在庆祝中华人民共和国成立六十周年的视频得到了体现。对于阅兵的准备训练,武器装备,参阅部队的电视报道在网上很受欢迎。北京电视台的一段报道在上传三天后就获得1468413次播放和2482条评论。网友们喜欢在自己的评论中加入飞机坦克的图案;而这种现象在东方卫视的国庆阅兵报道中也可以看到。今年国庆的另一大亮点是献礼大片《建国大业》。这部电影的许多片花可以在优酷中看到,其中一个被包房923781次并受到455次评论。片中明星云集,包括章子怡,李连杰,张国立在内的影视大腕纷纷加盟。评论中即有对国家建设的盛赞,也有对盛典劳民伤财的担忧。而此前的由青岛理工大学一群魔兽爱好者创作的魔兽版国庆阅兵则在游戏场景中模拟了坦克和其它装甲车辆通过大量部队分列两侧的长安街的场景。负面评价多是围绕为国庆游行而进行的交通管制,以及被选中参加游行给自己带来的麻烦,但是绝大多数关于国庆的视频都是积极正面的。

// AjS

[Friday 5是我服务的爱德曼数码(中国)的一项产品。这里是全部Friday 5 的存档。 有意通过电子邮件订阅双语Friday 5者可通过以下地址向我发送邮件索取:adam 点 schokora 在 edelman 点 com。]

Posted in china, chinese language, digital | social media insights, edelman, edelman digital, friday 5, internet | technology, marketing | pr | advertising, video | Tags: , , , citroen, , , , , , , , , , zeng yike | No Comments »

water brain, by ani7ime animation studio ::

Wednesday, September 9th, 2009

ani7ime-team:: see below for an intensely imaginative and creative 3D animation film titled Water Brain. The short was produced by a team of students at the Guangzhou Academy of Fine Arts (GAFA) that collectively form Ani7ime Animation Studio. Water Brain accurately and tragically depicts the incredible performance pressure Chinese school children face throughout adolescence from parents / teachers.

In the world of Water Brain, school-children’s brains are water. When overstressed, their brains boil and give off steam that serves as food for the schoolbag-shaped monsters (parents / teachers) “enslaving” them in energy factories (classrooms / bedrooms). I don’t want to spoil any of the details – just watch it. I’m certain you’ll love it.

ani7ime animation studioWater Brain was recently awarded the Best Graduation Film Award at GAFA and will be presented at SIGGRAPH 2009, an international animation and computer generated graphics exhibition.

If the below Vimeo video loads slowly in China, Water Brain is also available on Tudou and Youku. To download Water Brain, right-click here and select “save as.” We’ll be keeping an eye on Ani7ime Animation Studio, so watch this space.

For more from Ani7ime Animation Studio on NeochaEDGE, link here. // AjS

This post was originally published on NeochaEDGE, a site I regularly contribute to. To see more of my posts on NeochaEDGE, link here.

NeochaEDGE is a daily-curated, bilingual website and discovery engine dedicated to showcasing leading-edge creative content and emerging youth culture in China.

Posted in NeochaEDGE, art, china, cool hunting, neocha.com, video, youth | creative culture | Tags: , , , , , , ,  | No Comments »

converse lovenoise documentary ::

Tuesday, September 8th, 2009

converse-lovenoise:: over the past year or so, Converse (China) has made a big push in China to align itself with local indie / creative culture, particularly the music scene. Last August, as part of its LoveNoise (爱噪音) tour, Converse sponsored two well-known Chinese indie rock bands ( and Queen Sea Big Shark) for a 6000 km, one-bus road trip that included concerts in five second-tier Chinese cities: Xi’an, Wuhan, Changsha, Hangzhou, and Nanjing (plus a free grand finale show at Mao Live House in Beijing).

Bravo to W+K Shanghai and Split Works for engineering and executing the effort. It’s proven itself to be the most successful example to-date of a big brand engaging the Chinese indie music community – the verdict is still out on Pepsi’s Battle of the Bands / Voice of the Next Generation campaign.

See below for a full-length documentary capturing the Converse LoveNoise tour. The film was directed by the Beijing filmmaker Liu Feng and features interviews with the bands and their fans, as well as appearances and performance footage of Echo Rush, Hualun, 48V, Self Party, and , among other Chinese indie bands. Enjoy.

For more NeochaEDGE posts on Converse, link here.  // AjS

This post was originally published on NeochaEDGE, a site I regularly contribute to. To see more of my posts on NeochaEDGE, link here.

NeochaEDGE is a daily-curated, bilingual website and discovery engine dedicated to showcasing leading-edge creative content and emerging youth culture in China.

Posted in china, cool hunting, marketing | pr | advertising, music, video, youth | creative culture | Tags: 48v, , , , , , , , hualun, liu feng, lovenoise, , p.k. 14, queen sean big shark, self party,  | No Comments »

xi’an michael jackson flash mob ::

Thursday, August 20th, 2009

:: one of my all-time favorite online / offline social phenomenons is the “flash mob.” Check out this one from Xi’an in tribute to Michael Jackson. Very funny how the faux-”bao an” (public security official) gets into the fun. Not sure if this was actually digitally organized, but, it’s done very much in that style. Enjoy.  // AjS

Posted in china, internet | technology, urban, video | Tags: , dancing, , michael jackson, xian | 3 Comments »

things well done | live reporting ::

Thursday, August 13th, 2009

:: this guy gets an A+ for effort as he reports on the recent typhoon in China. At about the 20 second mark he starts screaming about the how bad the raindrops hurt as they “smash” into his head and how he can’t even open his eyes. Amazing, and, despite the terrible destruction and loss of life, kinda humorous. Bravo, well done.  // AjS

Posted in china, things well done, video | Tags: , , , ,  | No Comments »