Exploiting Hollywood 1980

Pepsi and Burger King finally decided to join forces. In the future, all beverages in Burger King will use Pepsi products.

The two brands with the second largest market share joined forces to challenge the bosses in their respective fields.

Such strategic cooperation of large enterprises must be widely advertised on TV, so that the KPIs of all marketing managers can look good and make achievements during the year-end evaluation.

Although it is not known what effect such advertisements will have on the sales of both companies, Ronald was still favored by the two companies because of the Burger King advertisement he shot, and they invited him to shoot this "engagement" advertisement.

Because it is a cooperation between the two companies, the cost of the placement is also shared by the two companies, so Ronald can only give suggestions to the actors representing Burger King, while the actors representing Pepsi have their own plans.

"Which actress do you plan to invite to appear in the film?" Maguire, the creative director of the advertising company and Ronald's old friend, is also responsible for half of the production of this advertisement. .

"Lea Thompson is better." Because it was a temporary project, Ronald wanted to find an actor he had worked with before. Lea Thompson's acting was more natural and flowing, and Elizabeth Shue had already gone to Wellesley College to study.

"Lea Thompson no longer accepts this kind of advertising business," said Eddie, who had been her agent. "She has a good future in the film industry now. Jaws 3D is about to be released, and she has also received the leading role in "Step by Step" with Tom Cruise. She will no longer advertise fast food and carbonated drinks."

"Then... why not contact Elizabeth Shue?" Ronald still likes to work with experienced people. Sue, who has starred in several versions of Burger King ads, doesn't need to be adjusted if she is temporarily caught.

Elizabeth Shue agreed to star in the new version of the ad. She just needed to make money to cope with various social expenses in college. Being able to perform in this kind of ad can not only make money, but also become a social celebrity in school.

"So should we have a romantic encounter or a final hand-in-hand?" Creative Director Maguire, still in a men's suit, asked the male director of Pepsi's advertising service provider aggressively.

"Although this is not the first time our two clients have cooperated, I still prefer a romantic encounter. After all, this is an advertisement for the youth market."

"I disagree. You also said that this is not the first time for the two companies to cooperate. There are many consumers in the audience. They will laugh when they hear that the two brands that have cooperated before are going to have a romantic encounter."

Ronald was reading a magazine on the side, ignoring the quarrel between the two directors. The creative directors of the two multinational companies just want to compete for the dominant position in this kind of cooperation project.

Their disagreement is very simple. This advertisement is shot in an anthropomorphic way. The young man in the Pepsi uniform and the young woman in the Burger King uniform represent the brand image and a romantic love, representing the strategic cooperation between the two large companies.

So should we shoot a romantic encounter (etcutes) between the two or a final hand-in-hand (togetheratst)?

These are two nouns in romantic comedies. A romantic encounter refers to the scene where the hero and heroine meet for the first time. They must be arranged in a meeting scene that is either interesting or awkward, so that the two can find that the other person's characteristics resonate with them at a glance.

The final hand-holding is the final ending of the romantic comedy. The hero and heroine either get married, live together, or finally date. That is the American audience's favorite "they lived happily together afterwards".

"What do you think, Ronald?" Maguire asked Ronald after arguing with the other party to no avail. The creative director hired by Pepsi also looked over.

"Why don't you both compromise and publicly admit your relationship to your friends? Anyway, this is not the first time you have cooperated, but you just lack a strategic agreement. This advertisement is mainly to tell the world that the two of you are finally together, right?"

The two directors exchanged opinions and agreed with Ronald's idea.

A few days later, Elizabeth Shue came to the studio in Los Angeles. After putting on the Burger King uniform and hat, she met Ronald.

"Hi, Lisa. How is college life at Wellesley College?" Ronald was very happy to see her.

"I've transferred to Harvard."

"Oh yeah? Congratulations. Should I say congratulations?" Ronald was a little surprised to hear that the girl went to one of the three best universities in the United States. It seems that she is really a very smart girl.

"I accept your congratulations. Although there is a transfer agreement between Wellesley College and Harvard, it still requires application and multiple rounds of interviews. In addition, my experience in advertising shooting added a lot of points when I applied. Thank you, Ronald."

"You deserve it. Has the actor from Pepsi come? Andrew," Ronald was very busy and turned to ask the assistant.

"Here, here," a tall American handsome guy came to the set, with slightly long hair and a baby face. It was Andrew McCarthy, the actor in Pepsi's commercials.

He is a little different from the American handsome guy in the general sense. He doesn't look like an athlete or a social maniac, but a little nerdy, but his temperament is obviously that of a rich kid, and the college style cultivated in a college preparatory school.

"Hello, Ronald. Rob Lowe often tells me about you. He says you are a great director." Andrew McCarthy took the initiative to extend his hand to Ronald.

"Hello, Andrew," Ronald shook hands with him, "I'll be here when the time comes."

Andrew McCarthy and Ronald's old acquaintance, Rob Lowe, who played the second brother "Soda" in "The Kid", completed filming for another movie, "The High School Student."

Ronald had heard Eddie say something about the movie, "The High School Student," which was a sex comedy. Jonathan, played by Andrew McCarthy, and Skip, played by Rob Lowe, are two college students who share a dormitory.

Jonathan has been bullied by Skip and teases him in various ways. Skip also makes Jonathan do all kinds of outrageous things to join the most popular fraternity in the university. The condition he proposed was to let Jonathan pick up a beautiful woman and end his virginity.

Finally, Jonathan went to the bar, accidentally picked up Skip's mother, and had a long-lasting love with her. Gu Xiu

This kind of sex comedy for male teenagers is originally a kind of exploitation film, but the difference between this film is that "Orion" invested five million, and Skip's mother is played by the British beauty Jacqueline Starring Bisette.

The contestant had played the sexy and beautiful Duchess Andrei in "Murder on the Orient Express", and Ronald was subconsciously jealous of McCarthy who had a sex scene with her.

What was in the studio was a set for the movie "Mother and Daughter", which just met Ronald's requirements. A small southern-style wooden house. Outside the white wall, there is a small step leading to the main entrance.

After the busy lighting and positioning, Ronald began to stare at the camera and watched the entire rehearsal for the last time.

"A!" Ronald began his first shot.

"We have something to tell you." Elizabeth Su sat with Andrew McCarthy on the wooden steps. After she said a word, she looked at McCarthy lovingly.

"There's progress," Ronald thought to himself. During the official filming, Elizabeth showed good line skills and a natural emotion. Compared with her previous performance in the Burger King Christmas commercial, her acting skills have improved significantly.

The camera began to move to the left, and then slowly approached the two young people.

"We can't keep this secret any longer."

"Tsk, these lines are devoid of emotion." Ronald felt that Elizabeth's performance completely surpassed McCarthy's. If the gap was too big, it would look inconsistent on the TV screen.

Fortunately, it was a TV commercial and a night scene, so the audience didn't pay much attention to the actors' facial expressions. There was no need for Ronald to interrupt and start over.

"So now it's time for everyone else to know," Andrew McCarthy said to the camera.

The close-up performance was okay. McCarthy showed a hint of shyness when facing the beautiful Elizabeth, which greatly satisfied Ronald. He squatted next to the camera and watched the two people's performance motionless.

"Burger King has switched to Pepsi." Elizabeth Sue finally told the "secret" they wanted to tell the world. When she said this line, her expression showed that a girl wanted to tell all her friends about her relationship with a handsome boy. expression.

"My acting skills have really improved a lot since I went to college." Ronald thought to himself.

"So we end up together?" Elizabeth said to McCarthy.

Andrew McCarthy paused for a second and said roughly, "Together at last."

This pause was good, maybe he learned it in an acting training class, but the expression still made people feel very embarrassed, not at all like the way a man and a woman in love look when they see their lover.

"Cluck" Elizabeth was amused by this pretentious pause.

"Cut!" Ronald stopped filming, and this unexpected improvisation was unexpectedly good. At least neither of them expected the other's reaction, so their own reaction was very natural.

Ronald shot a few more takes, but finally chose the first one in the editing room.

"Although McCarthy's performance may not be the best in the series, it is full of emotions and natural reactions. His improvisation was beyond my expectation, and Elizabeth's reaction was also very immediate."

"Okay, you're the director." Maguire and Pepsi's creative director both nodded in agreement.

A super close-up shot of a Pepsi cup with a lot of ice water outside and a Burger King burger model rotating and bumping into each other. Finally, the Burger King theme song ends. After editing all the samples, Ronald took out two copied master tapes and gave them to the two creative directors for approval.

"Why did Burger King use Pepsi?" Ronald asked Maguire, who was dragging behind.

"Don't you know? Pepsi has launched a comprehensive offensive and defensive war against Coca-Cola. Not only does it have a strategic cooperation with Burger King, they also spend huge sums of money to hire the most popular pop musicians to shoot advertisements."

"who is it?"

"J? Have you seen his moonwalk? After it was shown on the TV station, girls all over the country screamed for him." Maguire also showed a rare smile like a girl.

“Why is Pepsi suddenly so rich?”

"They have always used this strategy. At the same price, Pepsi has more capacity than Coca-Cola. In terms of marketing, they are also willing to spend money on big stars to shoot advertisements. That's why they can get a market share second only to Coca-Cola. Maybe. Did they discover Coca-Cola's weakness?"

Maguire gave Ronald a minimalist marketing lesson.

"The product is cheaper, there are more advertisements, but the sales volume is still not as good as Coca-Cola?" Ronald also came to a very simple conclusion in his mind.

When he returned to the apartment, he called the accountant Lawrence, "Hey, Lawrence, what do you think of Coca-Cola's stock? Can I increase my position with my recent income?"