Xiaomi's new copywriting is cosmic

Last year, Xiaomi launched a foldable screen mobile phone MIXFold3. The promotional copy of this phone was written by Wang Yitong, who won the Golden Rooster Award for Best Screenwriter. It adopts the form of poetry, which is both romantic and intimate. Let's take a look.

Last year there was a very popular movie called "Space Exploration Editorial Department". In the movie there was a mysterious boy named Sun Yitong who had an aluminum pot on his head and liked to write poetry.

The following is a very popular song:

In the endless dream,

Build a wall with the rice in the bowl.

The dark clouds are filled with spells,

Covering the weary bones of all living beings.

The fox muttered on the hillside,

The Nian beast on the stove hibernates repeatedly.

The twilight line cuts the fingerprints of the earth,

Waterweed entangles the wind,

Freeze the recursion of dreams.

What’s interesting is that the actor who plays “Sun Yitong” is called Wang Yitong, and this poem and other poems in the film were all written by him. What’s more interesting is that Wang Yitong is also the screenwriter of this film. As a post-90s, he won the Best Screenwriter Award at the China Film Golden Rooster Awards for his work on “Cosmic Exploration Editorial Department”.

Just recently, he wrote a piece of copy for Xiaomi's foldable screen mobile phone MIXFold3, "Let's talk about this year", and the first sentence of the copy was truly amazing.

When Journey and Time Overlap

Memories slowly overflow and unfold

People who keep walking

How have you been this year?

Expand and talk about

Poems of life this year

Say you are kissed by the moon, symphony of four seasons

You are full of energy at the intersection, singing as you walk

Say you changed your feathers and traveled around the world

You are unarmed, yet you are charging forward

Expand and talk about

This year's sound and color

Say you stepped into the hot streets

Say you witnessed the resurrection of the human world

Say you capture the unique and moving moments

Expand and talk about

The echo of this year

Say you touch the birth of numbers and the boundary of dancing with human nature

Say you hear the probe of technology, the melody that resonates with the stars

Say you see the brushstrokes of imagination, the fusion of empathy with light and shadow

Every moment of hard work

They are all sculpting the outline of the future

Life Filters the River of Time

Because every moment you shine is worth talking about

Respect the past, to the future, from now on

I have to say that compared to Wang Yitong's Mandarin reading level, Sun Yitong's poetry reading in Sichuan dialect in the movie is obviously more flavorful.

What can I say about the copy? It is normal for the copy written by a poet to be a bit floating. Perhaps this is the feeling Xiaomi wants. After all, the annual review is to stand in the dimension of time and overlook the 365 days of the whole year. If you fall on the ground, you can only see what is in front of you. If you float in the air, you can see the year clearly.

The theme of the copy, "Let's talk about this year," is a very good concept, which corresponds to the slogan of Xiaomi MIXFold3 folding screen mobile phone, "The future is fully unfolding."

The double meaning of "unfold" not only reflects the product characteristics of foldable screen mobile phones, but also contains the meaning of year-end review, and is very consistent with the "technology + humanities" imaging concept of Xiaomi X Leica. Those compressed memories are printed on a photo, which seems to be frivolous. Once unfolded, you will meet yourself at that moment and find that every scenery you pass by is full of meaning. In Wang Yitong's words: reconnecting with your breath, old feelings expand, and new ideas grow. This feeling is great.

This kind of topic can really trigger interaction, and many people shared their joy and growth, memories and emotions of the past year under the video.

Many Xiaomi MIX Fold 3 users also shared their own records of life scenes in the past year. When reminiscing, they found that every detail of life was delightful.

There are also some wonderful quotes in this video copy

When Journey and Time Overlap

Memories slowly overflow and unfold

The opening statement sets the topic and uses poetry to unfold the time and space of the copy.

Every moment of hard work

They are all sculpting the outline of the future

Life Filters the River of Time

Because every moment you shine is worth talking about

Respect the past, to the future, from now on

The ending is a re-pointing of the theme, still full of poetic language, the past shapes the future, life filters time, leaving behind all kinds of shining moments, which are worth discussing. In the middle are all kinds of flying, in order not to fly too far, all are closely related to "expanding and discussing".

Say you are kissed by the moon, symphony of four seasons

You are full of energy at the intersection, singing as you walk

Say you changed your feathers and traveled around the world

You are unarmed, yet you are charging forward

Say you touch the birth of numbers and the boundary of dancing with human nature

Say you hear the probe of technology, the melody that resonates with the stars

Say you see the brushstrokes of imagination, the fusion of empathy with light and shadow

Wang Yitong summed up the past year like this: "To sum it up in one word: good! To expand on it, it’s good in the form of large-scale, not miniature; it’s good in the form of being powered on, not dim; it’s good in the form of being all over the ground, not just a small flower; it’s good in the form of wandering, not still; it’s the kind of good that makes you feel fortunate sometimes when you wake up from a beautiful dream." You can also expand on this set of copywriting and the past year. How do you feel about it?

Author: kuang13

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