The TVC features a young man going through all obstacles and shut himself down from the surrounding denotative “noise” to reach the music stage, which echos with Pepsi’s recently national rock band contest that we have covered in a previous entry. The contest, too, encourages China’s youth to seize opportunities and set out for dreams.
A quick browsing of netizens’ reaction to this TVC, I found some are supportive while others considering the “I can’t hear you” a bit “雷[lei2]” （a status of being shocked and speechless）.
“Boy, be realistic.”
“I can’t hear you.”
However I personally like this TVC a lot. First, it’s inspiring; second, the creativity is fun (I laughed when the boy climbing over the table); third, the boy is sooo cute. Yes, he looks like South Korean stars; finally, the scene is cute of giant tapes, guitars, etc. Oh, and the very last, I love rockclimbing, lol!
Nevertheless, take a deeper look at it and you find the TVC condenses all the pressure a Chinese man suffers during his youth time into 30 seconds. Struggling with dream and reality – family’s expectation, and then a decent job that is commonly regarded as security. On the opposite is a naughty soul that perhaps all China’s current youngsters have ( including me).
“Release” is what Pepsi has always been delivering to these ambivalent consumers, and it’s doing the right job.
Follow this conversation in the forums.
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Title: The Rising
Client: PepsiCo China 百事可乐
Creative Agency: BBDO China 天联广告
Media Agency: MindShare China 传立媒体
ECD: Leong Wai Foong 梁伟丰
GCD: Vincent Chiu 赵崇兴
Art Director: Bamboo Zhuang 庄冰
Copywriter: Jay Qian 钱佳乙
Agency producer:Desmond Loh罗业文
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{ 4 comments… read them below or add one }
The term “我听不见” is translated directly from the oversea version “I can’t hear you”, it might be better to revise it a bit.
Check it: http://v.youku.com/v_show/id_XMTA5MTIxNTEy.html
@Jason
Ya I was thinking “I’m not listening to you” would be better than “I can’t hear you”.
@Jason Zhan Jia
Well, I didn’t sense any translation problem before but after you suggested, I thought and thought over…maybe it does seem a bit odd. What about “我听不到”？But “见[jian4]” sounds more aperto than, for example, “到[dao4]” in “我听不到”.
Sometimes it’s just like this – if you think there is no problem, there is no; if you think there’s something not right, there’s something just not right.
Do you have any idea here? Maybe a compelet restructure from the original sentence…
The original one is much better