Exploiting Hollywood 1980

In the office of bbdo advertising agency on Madison Street, Ronald and agent Eddie were waiting to be summoned by the advertising creative director.

The secretary came over and said, "Director Darcy Maguire will meet them in the conference room."

The two walked into the conference room. There was only a woman at the end of the long table looking at the information in her hands. The TV on the wall was playing the clips of "Rock and Roll High School" shot by Ronald in a loop. This is a videotape made by agent Eddie, and together with Ronald's resume, it was sent to many advertising companies.

The lady was pretty, about 30 years old, with blond hair. Wear a white suit jacket and pants instead of a skirt.

The lady didn't greet them either. Eddie and Ronald looked at each other, pulled up their chairs and sat down without saying a word. After a few minutes, a man named Darcy Maguire was still not seen walking in.

Ronald had been observing this lady. He felt that the clothes she wore seemed to be made of expensive fabrics and the latest designs. A well-manicured hairstyle and well-maintained nails are estimated to be expensive. Ronald noticed that she didn't have a ring on her ring finger.

Thinking about it again, she never looked at them, but flipped through the information in her hand, as if there was some wealth code on Ronald's resume that needed to be studied carefully. Ronald had some guesses in his mind.

Eddie couldn't hold himself back and knocked on the conference table with his fingers, "This is Ronald Lee, and I am his agent Eddie Cohen. May I ask Darcy Maguire..."

Ronald held Eddie's hand and motioned him to stop, then smiled and said to the blond lady in white, "I think you should be called Miss Darcy Maguire...?"

Miss Maguire smiled with satisfaction, closed the information in her hand, and stretched out her hand across the conference table, "Hello, I think you are Ronald, just call me Darcy." Ronald and her Shaked hands.

Eddie opened his mouth in surprise, but soon returned to his true nature as an agent and began to promote Ronald to the other party.

Darcy Maguire listened to Eddie's introduction with a smile, "I have already seen Ronald's resume, but what really impressed me was the 'Rock of Ages' clip he directed. Here we have rock girl Liv Landau The film is very opinionated, and I like this character very much. Women are not men’s vassals, but people with their own knowledge and ideas, and they can also be professional managers.”

"I have no doubt that if Liv Randall enters the advertising world, she will one day enter the management level like you, Miss Maguire." Ronald followed the words and flattered her.

"Call me Darcy, Ronald." Maguire was really rude this time.

"The reason why I am in charge of this Chewels chewing gum project is because Hershey's new chewing gum focuses on the female market."

"The carefree sugar-free gum previously promoted by Hershey's Company did not taste good. Although it did not cause tooth decay problems with sugar-containing gum, the taste was not good and sales in the women's market were very poor. This time, Chewels chewing gum is placed in the center of the gum. Sugar substitute aspartame.”

Darcy Maguire picked up a few samples and threw them to Ronald and Eddie. This kind of chewing gum is not a long piece, but a square shape like a sugar cube, with a sweet core inside.

Ronald peeled one off and chewed it in his mouth. Sure enough, a sweet taste came out of the gum core, almost like corn syrup. It's much better than sugar-free chewing gum that tastes like other people's tasteless chewing gum.

"Oh, this is really delicious." Eddie expressed his love with an exaggerated expression, "Can I get some samples? It's not on the market yet."

Darcy Maguire was amused by his performance, "These are all for you." He said and pushed several samples of various flavors on the table over.

She looked at Ronald and explained her creative idea:

"The main reason why I chose you to shoot this advertisement is that among the several candidate directors, only you can shoot the confident flavor of independent women and professional women. I hope this advertisement also has this flavor. You If you have any ideas, you can put them forward. I only ask for one thing from you, not to be a housewife, but to be a professional woman.”

Ronald touched his ears. In fact, it had nothing to do with him and was entirely due to the casting. However, he still explained how to capture the look of a professional woman in photos.

"The first thing that needs to be solved is casting. If we find Elizabeth Taylor, it will be difficult to portray the feeling of a professional woman, although her acting skills are first-rate. What we are looking for is Jane Fonda's face shape, which makes people look at You can convince yourself that she is an independent career woman.”

Darcy Maguire nodded frequently, and she herself looked somewhat similar to Jane Fonda.

"If we are photographing young women, we must also pay attention to selecting female high school students who are good at dance or sports. My experience is that female students who are good at dance and sports are more independent than girls on the cheerleading team, and they are also more nerdy than girls on the cheerleading team. Girls are more energetic, and they are more likely to arouse male approval.”

Darcy Maguire smiled, "I was on the gymnastics team in high school, and it happened to coincide with the Seville Union women's gymnastics team's visit to America. My mother approved of me joining the gymnastics team, which gave me good training."

As she spoke, she handed two advertising creative documents to Ronald and Eddie.

bgo!

Ronald secretly called it a fluke. He happened to mention the other person's strengths. Darcy happened to be the director of this project. It seemed that there was no big problem with this advertising shooting business.

Looking at the creativity in hand, two 15-second short advertisements. One girl from the gymnastics team took out Chewels chewing gum and said the slogan, "Why do I like Chewels gum? Because it tastes better."

The other was a gathering of several white-collar workers who had just graduated from college. The leader was a woman. “Why do we like chewels chewing gum more? Because it tastes better!”

Ronald thought about it and briefly talked about how he would shoot the two commercials.

"I suggested that the gymnastics team shoot the uneven bars. I saw it at the Rock and Roll High School filming site. The audience's exclamations were the loudest for the uneven bars action. This shows that everyone has a higher recognition of the thrilling action of the uneven bars. They generally think they can do the uneven bars. Women are more powerful than balance beam, vault and other equipment.”

"As for white-collar workers who have graduated from college, I suggest that they dress closer to college uniforms. After all, many chewing gum users are still in school. Dressing as close to them as possible will enhance their sense of immersion and make them feel that they have graduated. They will also find similar ones. Good job, chewing gum.”

Darcy Maguire was quite satisfied after hearing this. It was much better than the previous people from RSA Production Company who talked about art. What Ronald said was relatively plain and he could understand it. It seems that filming and production are not that difficult to understand. It's just that some people deliberately talk in exaggerated ways so that they can't understand.

"If you were to create these two ads, what would be your difficulty?"

Ronald thought to himself that this was the initial stage of winning the other party's trust and entering the next stage of actual inspection.

"I think the most important thing for the shoot is a woman who can do gymnastics, and she has to look in line with the American public aesthetic, which is the so-called girl next door."

As he said this, Ronald looked at Eddie and thought, I will try my best to give you a chance this time.

Eddie smiled and took over the conversation: "I have some information about girls who can do gymnastics here. We can hold a joint audition and let the marketing staff of Hershey Company and you, Miss Maguire, select them together."

"I think this is a good idea. After all, you are the one who came up with this idea. If you are willing to go to shoot, then we will have no worries." Ronald added.

Darcy Maguire was amused and laughed and waved his hand, "I am no longer old enough to play a 16-year-old high school student."

The two parties agreed on some details and signed an agreement of intent. Ronald will serve as the director and preside over the casting and shooting of these two advertisements. bbdo will provide the venue and shooting team.

After leaving bbdo's office, Ronald and Eddie were very happy. The two found a place to have a few drinks to celebrate.

"I think after a few more shooting missions like this, you can consider forming an advertising production company." Eddie suggested to Ronald.

"Is this necessary?" Ronald was a little surprised.

"Of course, if it's just an accidental shooting, it's not cost-effective to form a team. But if you often have advertising projects and have your own long-term cooperation team, the tacit understanding will be very important, and it will make your shooting efficiency and quality much better. ”

…

In the office of the president of bbdo advertising company, Darcy Maguire was arguing with another man in front of his boss and partners.

"Dan, this is my project, you have no right to interfere."

"No, Darcy. Hershey is a key customer of our company, and I still have other businesses of theirs, such as the lucrative chocolate advertising, and I will not allow you to mess around and damage our relationship with Hershey."

"Dan! Why do you say that I will ruin the relationship with Hershey? My project ideas will make their products sell faster."

"Only that young boy can be the director? What we should look for is Ridley Scott's RSA company. This kind of endorsement with past qualifications is what our big company needs, not an exploitation movie like you said. Several scenes in the film were well shot.”

"Isn't advertising just a matter of a few shots? You are British, and you are just biased towards your compatriots, RSA Company. And I am not deaf or blind. Ronald and RSA Company director Alan Parker have some conflicts in the new film. You just want to exclude him."

Darcy Maguire directly exposed Dan's thoughts, which made Dan, who was at the same level as him, very angry and wanted to fight back.

The superior stopped them from attacking each other, thought for a while and said:

"I don't care what grudges Ronald and RSA have, and I don't care what grudges you have, I just want a good result."

"Darcy, you should ask Ronald Lee to shoot a version of your advertisement, and Dan, you should ask RSA to shoot a version of your advertisement. I will give you the same budget, and then put it in Cincinnati and Cleveland respectively. After a month, who can To drive more sales, we will put whoever is responsible for the entire project.”