Morning and evening, spring and autumn, winter and summer, three years after three years. After 6 years, Jay Chou finally made a comeback to the Chinese music scene with the MV for his 15th solo album's prelude song! There is a lot that can be said about Jay Chou's new song "The

Morning and evening, spring and autumn and winter and summer, three years after another.

After 6 years of absence, Jay Chou finally rushed back to the Chinese music scene with the MV for the preview song of his 15th solo album!

There is a lot to be said about Jay Chou's new song "The Greatest Work". For example, the number of views easily exceeded 10 million within 45 minutes of its launch. For example, the famous pianist Lang Lang appeared to help out. For example, it once occupied nearly 20 hot search positions on Weibo.

What the brand guy wants to talk about today is the copywriting part of this song.

01

Through the lyrics of "The Greatest Work", we can see many artists from different genres and their classic works.

Ah, paranoia is that Magritte

The apple that was transformed by me

Surrealism is me

Or the clown he originally wanted to paint

This paragraph pays tribute to surrealism painter Lei Nei Magritte in "Children of Men" created in 1964.

Who gave Dali his thoughts?

I bent a spoon and borrowed your inspiration. You don’t have to give it back to me.

Is it the wall clock or the cheese that melts?

This tribute is to the Spanish Catalan painter Salvador Dali and His works "The Sublime Moment" and "The Eternity of Memory ".

The boat goes back and forth quietly

Matisse's coast

These two sentences pay tribute to "The Open Window" created in 1905 by Henri Matisse, the founder of Brutalism.

Night under the Starry Sky

Leave it to Van Gogh to light

The "Starry Night" painted by Vincent Van Gogh in 1890 has appeared in the form of text across the long river of time in "The Greatest Works".

From the West to the East, from painters to sculptors, from "The Scream" to "The Lobster Telephone", in just a few minutes, one legendary work after another jumped out like a slideshow on the red carpet of staffs.

In the opinion of the brand owner, this is a major feature of Zhou-style lyrics and copywriting: using romance that breaks the dimensional wall, integrating music and art, and using tangible and tangible objects as carriers of invisible and intangible emotions. Present concretely.

A lyric, a painting.

An emotion, a carrier.

reminds me of a very classic saying: You can’t just write about mother, you have to write about the toy windmill turning in your hand, about the stationery that is replaced every year, about the bulging luggage before departure, about the endless smoke, write about Hugs that don't know how to hug...

Before "The Greatest Work", similar creative logic can be seen in the copywriting of Jay Chou's other songs.

When conveying "like", Jay Chou's lyrics said, "I am facing the big sun, and I just want to hold an umbrella for you." "The most beautiful thing is not the rainy day, but the eaves that have escaped the rain with you." "Carrying you is like carrying sunshine. , it’s always sunny no matter where you go.”

When conveying "regret", Jay Chou's lyrics said, "No matter how hard I connect the broken strings, you can no longer hear my feelings."

When conveying "missing", Jay Chou's lyrics said, "The slowly falling maple leaves are like missing, why should we save them before winter comes".

02

This creative technique is not only suitable for writing lyrics, but also for writing brand promotion copy. In fact, many brands have already delivered beautiful answers.

encourages users to go out and see the world. MINI writes: Don’t say that the only mountain you have climbed is the morning peak. The copywriting

is still widely circulated today and can be called a classic.

What it is praised for is that it has transformed the slightly vague scene of "going out to see the world" and unable to arouse users' emotional resonance or emotional fluctuations in the first place into "mountain climbing" and "morning peak". .

Speaking of the morning rush hour, I believe that both people going to school and working have many stories to tell.

And here, it echoes the "morning peak" that was not originally used to refer to the mountain peak, and echoes the "mountain", contrasting the user's thinking, breaking the prediction method, and enhancing the interest of copywriting and dissemination.

celebrates the 80th anniversary of the launch of finger-licking original chicken, KFC writes: Time has eaten some of us, and we have also eaten some of time.

At first glance, there is no so-called "specific thing" in this copywriting, but if you think about it carefully, you will find that the word "time" here is a concrete thing.

This also opens up a new idea for us. Sometimes changing the attributes and usage of a word may increase the appeal of the entire copywriting work.

Of course, it is not enough to master the operational gameplay. If you want to write good lyrics, copywriting or brand slogans, you have to think from a more macro perspective.

American copywriting master Robert Bly once said in " Complete Manual of Copywriting Creation ": "A copywriter is a salesperson sitting behind a computer."

Brand Master’s understanding is: behind every good copy, there must be a great insight.

What is Insight?

is to analyze the true inner needs and desires of the target audience, and then find a ignition point to arouse the explosion of their emotions and emotions. This "explosion" power is traffic, which may be further converted into product sales. Copywriting is in form, but it is by no means limited to form.

We like to hear "But at the end of the story, you seem to have said goodbye". It may not be related to the beauty of the lyrics or the melodiousness of the melody. It is more likely to be because this sentence just touches your emotional pain point. , personal emotions and lyrics resonate at this moment.

We like the phrase "Self-discipline gives me freedom", not necessarily because of which brand's slogan it is, but more likely because you agree with the views it outputs, and you also expect that self-discipline will make your life continue to improve.

The most touching work may be the "greatest work".