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《欢乐颂2》与《绯闻女孩》和《欲望都市》,差了多少奢侈品牌?

2017-05-12 14:59:52   

5月11日,《欢乐颂2》开播,接下来一段时间里,你可能躲都躲不掉。

早有部分情节、剧照流出吊人胃口,4月还有一个新闻,那就是LVMH集团旗下,历史189年的化妆品牌娇兰与欢乐颂合作了。

《欢乐颂》系列太适合做广告植入了,简直从基因开始,就是慢慢朝着“高端生活方式品牌”方向走的。

首先,现代剧。剧中人物安迪是海归女高管,有钱、讲究;曲筱绡是个富二代,从小会穿会玩;而樊胜美一心嫁个有钱人,化妆打扮保养是每天头等大事;至于现在还没什么钱的邱莹莹和关雎尔——难道不是你们奢侈品牌一直想培育的年轻群体吗?安迪为什么开保时捷,不开奔驰?

再看男演员,更是广告植入的大富矿。王凯演的赵医生是博士,看专家门诊的;小包总是企业家,就更有钱了……这些高端男士戴的表,穿的男装,开的车,现在可能是上亿的眼睛在盯着呢。王凯私人跟伯爵关系很好,小包总也是斯沃琪集团的座上宾,天梭,雷达,浪琴都可以。奔驰这种总裁车也是小包总的标配。

看看最近热门电视剧,《琅琊榜》是古装剧,从一开始就断绝了植入现代品牌的可能。《人民的名义》,热归热,谁敢动植入的念头?

《欢乐颂》真是亲切可人,片方也就是这么做的,第一部里我们看到了大量的品牌露出。现代日常用品都可以合理出现,奔驰汽车,保时捷汽车,爱马仕包,香奈儿包,江诗丹顿腕表,百达翡丽腕表,劳力士腕表,都可以很合理的出现在剧里。

不过呢,就像时尚杂志封面模特穿的衣服,《欢乐颂》里有一部分品牌露出可能就是剧情需要,不像是品牌主动投放的。

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先说那些,我们觉得融入剧情的品牌吧。

比如邱莹莹,角色是一个有些笨拙的职场新人,很年轻。她在剧中用了Furla的包。正是糖果色的经典款,符合人物性格。

Furla是最近几年轻奢品牌中增长最快的,对中国也很重视,如果说有什么不理想,可能是第一部里,邱莹莹不算太漂亮,带货效果可能没有那么好。

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