Such companies put forward video advertising ideas to customers, and after the customers approve them, the specific implementation is outsourced to professional film and television production companies. Most of the advertisements we see on TV, such as Coca-Cola, KFC, Head & Shoulders, Mercedes-Benz and BMW, are from 4A advertising companies. They like to make big productions, which are more expensive. According to the brand and the scale of advertising production, the price of a video advertisement is between 2 million and 8 million.
2. Small creative advertising companies (also called "creative hot shops"): including Shanghai Italian, W Company, Maye, Sky and Air, etc. Many of these companies are small advertising companies set up by their own creative directors after accumulating a lot of project experience. Compared with large 4A advertising companies, such companies have a small number of employees, so their operations are more flexible. Moreover, the core figures of the company are all big cows in the industry, so the work is also very good, robbing many traditional advertising companies of their business.
Their filming mode is basically similar to that of 4A company. They also create their own ideas and then cooperate with professional film and television production companies. Although the filming price is not low, the advantage is that there are no complicated processes of big companies, and their creation and communication are more flexible.
3. Characteristic film and television companies: These companies are all specialized in filming film and television advertisements. Each company has its own unique weapon and can do its best in a relatively narrow field.
Hanshi: claiming to be a positioning film and television advertising company, it is good at finding product selling points and brand positioning for enterprises with the concept of "selling well". His works include: second-hand melon seeds, new car network with edamame, turning around, living in an apartment, etc. The well-known advertisements you heard on TV, such as "More people like it" and "National sales are far ahead for ten years in a row", are basically his. Advertising fees, creative deposit of more than 50 thousand, production costs of 3 million.
Ye Maozhong: 1989 began to shoot advertisements, and received a lot of film and television advertisements. Later, he became more popular by writing books, and gradually shaped himself into a "master" in the advertising industry. Ye Maozhong's theory is "conflict", and advertisements create consumers' demands by creating contradictions and conflicts. His advertisements have always been controversial. Although the advertisements of hornet's nest and Zhihu during the World Cup were drowned out by criticism, they became the objects of imitation by various enterprises and advertisers. It is said that Ye Maozhong is also a domestic 4A, and the charge should not be lower than that of the Han lion upstairs.
Red production: brainwashing advertising professional, representative works: "directly talk to the BOSS when looking for a job", BOSS direct employment, Platinum Jue Travel Shooting, Yi Ersan. Their advertising is more controversial than that in Ye Maozhong, but the more netizens scold business owners, the more they buy it, and the fees are rising year by year, which has soared from10 million a few years ago to nearly 5 million.
Knife Shadow: A film and television company in Xiamen, which started as a short video, specializes in making emotional micro-movies for enterprises. The micro-movie "Someone secretly loves you" shot for 999 Ganmao Ling two years ago triggered a "screen-brushing" among friends, and the company became popular overnight.
1LIN 1: A film and television company founded in Shanghai by a young director who came back from studying in Britain likes to play a mirror to the end. Their advertising visual style is very avant-garde. The founder is a photographer and will try all kinds of fresh shooting techniques. The advertising style is very young.
Tiandi Sunshine: A professional wine advertising company, which is known as "Top 50 Liquor in China, and half of them are looking for Tiandi Sunshine to advertise". Many wine advertisements broadcast on CCTV have the impression that the company shot Qinghua Fenjiu, Tuopai Shede, Shuijingfang and Xijiu.
Bitone: specializing in CG advertising for automobiles, that is, making automobile advertisements with three-dimensional animation. The cars they make are so real that ordinary people can hardly see that they are made by computer. In fact, in many car advertisements, the lens of the car is not shot, but made with three-dimensional animation.
Big-hand film and television: Specially shoot advertisements like E-book, 8848 and small pot of tea, which are a bit like TV shopping. Their advantages are their strong ability to tap the selling points of functions, their advertising style is very grounded, and each shot exudes a strong local flavor.
4. Professional film and television production companies: well-known ones include Shanghai Guanchi and Qili Advertising. This kind of companies mainly undertake the subcontracting projects of the first and second kinds of advertising companies. Usually, their production ability is stronger than creativity, and there are hundreds of thousands to millions of single films. Many traditional advertising companies need to outsource filming and production after receiving the projects by creativity, and they will seek their cooperation.
If Party A directly cooperates with such companies, it needs to do more snacks in creative strategy, because market analysis, marketing strategy and consumer insight are not their strong points.
5. Miscellaneous film and television companies: There are thousands of large and small film and television companies in every first-tier city, 90% of which are such companies. Their main business is to shoot corporate propaganda films and government reports. The film and television production companies you can find on Baidu's homepage are basically of this kind, and they are also the most accident-prone "minefield".
If you call for advice, every company will say that it is a professional film and television company, which can shoot anything and is very cheap, but it is actually just a promotional film assembly line with low-cost orders. It is ok to shoot some scientific and educational films or corporate promotional films with low requirements, and advertising is definitely not 6.
Professional companies shoot advertisements, and there are usually dozens of people on the scene, and the division of labor is very fine. However, three or five people from these brand-name companies can usually shoot the film. Planning is both a director and a reporter, and photography is both a producer and a lighting, so you should not ask too much for the quality of their works. This kind of company charges from tens of thousands to 120 thousand, and 200 thousand is basically the company's annual blockbuster
It needs special explanation. I'm not saying that such companies are bad and unprofessional, but it depends on the needs of Party A.. If you are only willing to spend tens of thousands of dollars to shoot a video introducing the company, it is very appropriate to find them. After all, a penny is worth a penny, and most of these companies are also model workers who work hard to make films.