Such "laziness" is not something you would expect to see in domestic advertisements!

Of course it's good to be a diligent advertiser.

But sometimes, being diligent is not a good thing——

After receiving the task, he immediately started without thinking.

What you may get is not a product that is over-exerted.

It is the licensed product that follows the conventional routine.

At this time, you should think about different ways of doing things before doing it.

For example, can I be lazy for a while?

From social culture, brands or consumer habits...

Looking for something ready-made to create something creative?

This is the method I’m going to share today.

"Ready-made Creative Method"

Once you have the opportunity to use it in your creation, you can not only be lazy,

It can also most likely have the miraculous effect of touching people's hearts.

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Today I want to share 6 cases.

It will cover traditional graphic design to digital interaction.

Let’s start with the simplest plane.

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I Know This Song: Ready-made Lyrics

If you advertise for a music website,

Normal routine, usually with some singers' photos,

Here are a few more titles with musical attitudes.

Then you can go out on the street -

That's not what I Know This Song is about.

They didn't find a star, nor did they write a title.

Instead, the streets are covered with hundreds of ready-made slogans.

Familiar lines from songs that Hong Kong people know well:

"Boundless Oceans and Vast Skies"

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Suddenly I Miss You

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Red Sports Car

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People Come and Go

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Imagine,

If this website really used those attitude titles,

How embarrassing it must be

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iPad mini: Ready-made magazine covers

If we talk about I Know This Song in Hong Kong,

It's also a way to be lazy by looking for ready-made copywriting .

Then Apple,

He is very skilled at finding ready-made pictures to "be lazy".

And, more than once.

First, when the IP Ad Mini was launched,

Apple made the following set of advertisements.

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This set of advertisements placed on the back cover of a well-known magazine,

Directly borrowed the cover of the current issue of the magazine,

Through such a clever contrast,

It not only shows the portability of iPad mini,

It also suggests that it can be used to replace paper magazine reading.

It can be said to be extremely brilliant.

(This graphic design won the Grand Prix at the Cannes Film Festival in 2013)

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iPhone 6: ready-made photography blockbusters

Perhaps Apple was inspired by this approach.

Maybe the advertising company TBWA is addicted to being lazy.

In short, they have turned this art of "laziness" into

The promotion of the iPhone 6 series continues.

They directly selected excellent photos from iPhone users around the world to make advertisements.

This led to the creation of the World Gallery which is still running today.

I guess you've all seen this.

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It is worth mentioning that

This outdoor set also won the 2015 Cannes Grand Prix

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Zhihu: Ready-made questions

I have mentioned a few examples from abroad, now let me give you a domestic example.

Last year, after the Zhihu subway advertisement caused a lot of complaints,

Several Zhihu advertising colleagues gave very pertinent opinions:

Instead of creating some boring content out of thin air,

The advertisement that conveys the meaning is confusing.

Why not choose those readily available and highly contagious questions?

Directly make advertisements:

(The original author of the following example is @唐小开 and has been authorized by me)

The QR code on the light box inside the subway station will lead you directly to the question.

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Light box at the entrance of the university

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Focus Media's Elevator

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The bus stop in front of the Hammer Building

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Xiaomi office building entrance

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This is where the Zhihu Marketing Department should sigh...

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Netflix: Ready-made GIFs

If you like watching American TV series, then you are familiar with Netflix.

When this website was promoted in France a few years ago,

So I abandoned those clichéd advertising posters.

It also makes dozens of Gif posters from its own stock footage.

Directly onto the streets of France.

This case is different from the above cases in that

Due to the use of outdoor media such as electronic screens,

Therefore, these Gifs will be based on

Different environments, weather and atmospheres to push,

Conduct on-the-spot communication.

Greatly increased its interactivity.

Waiting for the elevator is boring, let me dance for you

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A beautiful woman passed by, and Lao Bai took off his glasses to show off his coolness

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It's snowing outside, and billboards are not immune

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Everyone started running, and the billboards followed suit.

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Having said that,

The previous ones were all done using traditional media.

Finally, here is an example of a video patch ad.

I hope it can bring you new inspiration.

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Still Netflix: Ready-made in-stream ads

Netflix is ​​also addicted to laziness.

Last year, the website re-released all ten seasons of "Friends".

In order to attract everyone to go to their own website to watch movies,

They took thousands of clips directly from Friends.

Searched on YouTube,

Then it was broadcast as a pre-roll advertisement.

In short, what I want to tell people is:

Whatever you want to watch, you can find it on Friends.

Search for "cat",

In the opening credits, you'll see a clip of Rachel holding a cat.

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Search for "makeup tutorials"

In the opening credits, you'll see the lip gloss commercial that Joey shot in the film.

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Search for "dance steps",

In the opening credits, you'll see a video of Ross and Monica dancing.

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The final 6 sentences summarize:

1. Be diligent in thinking up ideas, but be lazy in execution

2. Diligence in execution often masks laziness in creativity

3. Stay sensitive to culture to find ready-made ideas

4. If you want to be lazy, make sure your concept is simple and clear enough.

5. Then make sure your existing ideas are good enough

6. I hope to see such creativity in China soon, lazy but touching

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