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麦肯中国连续两年制作央视春晚的公益广告,在大平台的宏大叙事下,将公益广告从边缘位置拉回到视线聚焦的舞台中央。在社会问题严重影响人们日常生活的当下,正能量的传递越来越依赖于对正能量的解读,说教式的公益广告只会让人们更反感,如何让人们感动的同时又被潜移默化,从而达到传播目的,是公益广告永恒的难题。而麦肯连续两年都没让我们失望。
McCann China has been producing public service announcements for CCTV Spring Festival Gala for two years in a row. Under the grand narrative of the grand platform, public service ads are pulled back from the brink to the center of the stage where attention is focused. Nowadays, when the social problems seriously affect people’s daily life, positive energy transfer relies more and more on the interpretation of positive energy. Saying-style public service ads can only make people feel more disgusted. How to make people move at the same time is subtle, so as to achieve Spread the purpose of public service ads eternal problem. McCain did not disappoint us for two years in a row.