Chapter 305: The Advertising Showdown

Jeep proposal day on the 9th.

To dodge the morning rush-hour gridlock, Xu Chen and Sun Aimi arrived early in Lujiazui.

Xu Chen treated Sun Aimi to a lavish Western breakfast, costing over a hundred yuan per person.

It was nothing fancy—just typical sausages, fried eggs, and sandwiches.

The real expense came from Lujiazui’s sky-high rents that the shops had to pass on.

After breakfast, they hung out at a coffee shop near the Jeep brand owner’s company.

It was a boutique pour-over coffee spot, with the aroma of fresh brew hitting them from afar.

Shanghai was way ahead in the ‘petit bourgeois’ scene—even in 2006, places like this were popping up.

The whole ‘specialty coffee’ marketing trend wouldn’t catch on nationwide until a decade later.

October in Shanghai brought a chill, and Sun Aimi sipped a hot latte to warm up.

Since starting in the industry, she always felt a bit nervous before pitches.

Back at Black Duke, even the directors leading pitches showed tension, reviewing PPTs and rehearsing scripts early.

But Xu Chen seemed totally relaxed, casually drinking his hot tea.

“Boss, do I need to do anything for the pitch later?”

Xu Chen smiled. “No need, but if we win the bid, you’ll probably handle the storyboard scripts.”

It’s tough work.”

It felt like winning the bid was a done deal for Xu Chen.

Sun Aimi still felt uneasy, knowing BBDO Tianlian Advertising was a major international 4A agency.

They’d been talking with the client for ages, led by a Hong Kong-Taiwan director and their full creative team.

East Morning Star Advertising was just a last-minute entrant, with Xu Chen handling the whole proposal solo, no help from anyone.

Though projects like Fuyan Jie and Kunlun Mountain had boosted her confidence in Xu Chen’s skills, she still doubted facing today’s head-to-head pitch.

Sun Aimi had no idea that Xu Chen carried the ‘standard answer’ from his past life, one the client had already picked—anything else would be a surprise.

Plus, Xu Chen had judged there was no risk of anyone copying it exactly.

In his previous timeline, this ‘standard answer’ launched three to four years later as part of the Grand Cherokee’s second push in China.

That earlier campaign probably used BBDO or some other agency’s run-of-the-mill ideas, blending into obscurity without making waves.

As they waited, a group walked in to buy coffee.

Leading them was a polished middle-aged man with a perfect haircut, who spotted Xu Chen from across the room and came over to greet him:

“Teacher Xu Chen…”

Xu Chen turned and saw it was Vincent Liu Wenqin, the creative director from BBDO Tianlian Advertising.

“Vincent, what a coincidence!” Xu Chen quickly stood up politely.

Behind Liu Wenqin were four young colleagues, all dressed sharply with an air of sophistication typical of international 4A agencies.

Liu Wenqin looked refined, fitting the style of Taiwan’s ad pros:

“I’m really looking forward to East Morning Star’s proposal, but we’re confident in ours too.”

He spoke openly and courteously, so Xu Chen smiled and replied:

“It’s an honor to learn from you, Senior Vincent!”

Since he was being polite, Xu Chen played the respectful junior card with top-notch tact.

Liu Wenqin clearly appreciated the response, flashing a warm smile.

Age aside, Xu Chen was a ‘junior’ in the ad world, especially as a pure mainland creative.

Taiwan’s culture, influenced by Japan, emphasized that senior-junior hierarchy in the workplace.

As a ‘Taiwan senior bigwig,’ Liu Wenqin naturally showed the expected grace and vision.

Of course, there was a hint of pretense—they were competing for business, and Xu Chen was the outsider shaking things up…

But that’s just how it goes.

Liu Wenqin, still smiling warmly, briefly introduced his four team members.

They all had that elite 4A vibe.

Xu Chen introduced Sun Aimi in return, and both sides exchanged pleasant greetings.

The four young ones from the other side spoke with mainland accents.

They shook hands with Xu Chen, their polite smiles masking clear surprise.

They were probably shocked by his age—he looked the youngest there.

Xu Chen was used to it and didn’t bother explaining unless asked.

Liu Wenqin’s subordinates were mainland ad folks, but they carried a touch of that refined Taiwan style, likely from working under him.

Ad people often aimed for individuality in dress, tastes, and more.

Younger ones tended to mirror their director’s style as a career move—it signaled loyalty and alignment.

A subtle hint of allegiance.

Back then, the 4A ad scene was like a ‘江湖’—full of mainlanders, Hong Kong-Taiwan folks, Southeast Asians, and top-tier Westerners.

It was riddled with intrigue, cliques, and factions—not exactly pure.

After some coffee and small talk, it was time to head out.

Xu Chen stayed courteous, letting the ‘senior bigwig’ go first and following quietly.

Stepping out of the elevator into Jeep’s office, Brand Manager Yan Chuan was there to welcome them warmly.

He was surprised to see the BBDO and East Morning Star teams arriving together but just smiled and moved on.

Yan Chuan led both teams to the same large conference room from the National Day meeting.

“Everyone, please wait a moment—our two bosses will be here soon.”

“We need to sort out the presentation order.

Today’s pitches cover two main parts: basic ad strategy and slogans, plus the celebrity ad spots.”

We’ll handle them separately, based on our random draw.

For the basic ad strategy and slogans, BBDO Tianlian goes first, then East Morning Star Advertising.

For the celebrity ad spots, East Morning Star Advertising presents first, followed by BBDO Tianlian.”

He glanced at Liu Wenqin and Xu Chen:

“Vincent and Teacher Xu Chen, any issues?”

Neither had problems—it was up to the hosts.

In presentations, going first or last each had pros and cons.

First up could set the tone and influence the client’s first impressions.

If they bought in early, it was tough to change their minds.

Going second let you counter and tweak based on what came before.

It was like debating— all about persuasive logic.

A short wait later, the door opened, and Andy General Manager He Da Chang walked in with a smile, followed by others.

“Sorry to keep you waiting, everyone…”

He introduced, “This is Jeep’s Deputy General Manager, Leo General Manager Pang Ming.”

Pang Ming entered with a smile, tall and slim in a sharp suit, exuding that overseas-educated elite aura.

“Just call me Leo.” He sounded warm and polite.

Liu Wenqin clearly knew him well, standing to greet him warmly.

He Da Chang smiled and introduced Xu Chen:

“This is Teacher Xu Chen from East Morning Star Advertising.”

Pang Ming looked at Xu Chen, his surprise evident:

“Andy said you were young, but I didn’t expect this young.”

As he spoke, the BBDO team exchanged glances, sharing the same thought.

Xu Chen didn’t elaborate, just handed over his business card with both hands:

“Nice to meet you, Leo. Just call me Xu Chen.”

Pang Ming handed over his card, and they both studied them briefly.

Leo frowned slightly, then smiled at Xu Chen:

“Our target audience is middle-aged, successful men.

Can someone as young as you relate to them?”

It was a clear challenge.

Liu Wenqin chuckled subtly, as if it played right into his hands.

Xu Chen kept his composure and smiled:

“As ad creatives, we need to empathize with all kinds of groups.

It’s like actors in a way…”

He glanced at Liu Wenqin and added with a smile:

“For instance, Senior Vincent has worked on women’s care products before.”

“That’s just part of what makes us pros!”

Liu Wenqin paused, caught off guard that the conversation swung to him.

And Xu Chen knowing about his past work surprised him too.

Pang Ming chuckled and looked at Liu Wenqin.

Liu Wenqin smiled and said:

“Teacher Xu Chen is spot on.

We creatives have to understand different user groups.”

Xu Chen just smiled back, knowing the real test was in the pitches.

Director He Da Chang chimed in: “I was impressed when I first met Teacher Xu Chen before National Day.

He’s got sharp insights in brand analysis and strategy.

Plus, he has a great personal connection with Xie Bingran—if we team up with her, East Morning Star can smooth things out.”

Clearly, he was vouching for Xu Chen.

Pang Ming laughed: “The ad world is full of hidden talents, just like Roosevelt said:

“If not president, be an ad man…”

I’m even more excited for East Morning Star’s pitch now.”

Meanwhile, Liu Wenqin beside him forced a smile, his expression tightening a bit.

Xu Chen stayed modest, smiling quietly.

He knew Pang Ming and Liu Wenqin were already chummy, which could sway the decision—he couldn’t let his guard down.

Once introductions wrapped up, Brand Manager Yan Chuan kicked off the formal pitches:

“Let’s start the meeting. BBDO Tianlian will present the basic ad strategy and slogan first.

Keep it to twenty minutes, Vincent—appreciate it…”

Liu Wenqin stood with a smile, projector ready.

He moved with elegant poise, embodying the artistic flair of Taiwan’s creatives.

At first glance, he seemed perfectly normal, just a bit on the soft-spoken side…

“Before we dive in, let’s watch a clip to immerse ourselves in the ‘off-road’ world!”

With his magnetic voice, a video over a minute long played.

It featured off-road scenes set to upbeat music, full of energy.

Wilderness, mud, sunsets.

Tires, engines, middle-aged men…

The video ended, and the middle-aged men in the room clearly felt the vibe.

There’s a line between boys and men, and for successful, adventurous types, the wild called to something primal.

Men are hunters at heart.

The room’s energy was spot-on after that video—Liu Wenqin knew how to start strong.

He flipped through the slides and spoke smoothly:

“Off-road isn’t just a hobby.

For our target group, it’s a way of life, a spiritual anchor.

Driving off-road doesn’t mean hitting the wilderness every time.

The city is full of its own adventures.

Off-road reflects their inner world in the urban jungle.

At midlife, with careers conquered and mountains climbed, this mindset finds release behind the wheel.

That’s the deep reason our audience loves off-road vehicles…”

Liu Wenqin’s delivery was top-notch, his Taiwan accent adding a persuasive charm.

He built emotion from the start, linking users to off-road in a compelling way.

Xu Chen knew this aligned perfectly with Jeep’s own strategy.

After the emotional build, he shifted to the core ad strategy.

“In 2006, the Grand Cherokee relaunched in China via full import, kicking off a new era for off-road and Jeep.

Our promo’s key is using Jeep to embody the off-road spirit.

We want consumers to link off-road with Jeep—off-road is Jeep, and Jeep is off-road!”

He paused, gauging reactions, especially from decision-makers Pang Ming and He Da Chang.

They nodded slightly, showing approval.

With the strategy out, he unveiled the slogan.

Liu Wenqin advanced the slide, displaying:

[Jeep]

[Off-Road, More Life]

Xu Chen smiled—from a pro’s view, the slogan was solid.

Paired with the buildup, it scored high.

This Taiwan director had real skill.

Xu Chen recalled past pitches like Fuyan Jie—this guy was a solid opponent.

The slogan lingered on screen as Liu Wenqin let it sink in for Pang Ming and He Da Chang.

His team looked pumped and proud—their director nailed it, and the slogan packed a punch.

Liu Wenqin smiled and continued:

“Our core is Jeep symbolizing off-road spirit.

What is that spirit? It varies, but for our successful middle-aged men, it’s this:

‘Off-Road, More Life’…”

“Life’s an adventure, even in the city jungle.

The freer and wilder you live, the richer your life.

Conquer the wild, conquer life!”

That’s ‘Off-Road, More Life’!”

Pang Ming laughed and clapped first, sparking applause around the room.

Xu Chen joined in with a smile.

Sun Aimi glanced at her boss, feeling even more nervous—the BBDO pitch was strong, and that slogan had layers.

She hadn’t seen Xu Chen’s plan and worried they might lose, especially with BBDO’s existing ties.

But Xu Chen clapped on, calm as ever.

Pang Ming mulled over the slogan: “Off-Road, More Life… It’s catchy, and the more you think about it, the better it gets.”

He Da Chang added: “Exactly, and it fits Wang Shi as the spokesperson perfectly—sounds great coming from him.”

Liu Wenqin kept a straight face but was clearly pleased.

Based on the feedback and his confidence, he felt the pitch was in the bag.

The strategy hinged on that slogan, with everything leading up to it.

And the bosses loved it.

So, Liu Wenqin relaxed.

They discussed it a bit more, then Yan Chuan switched the projector:

“Next, East Morning Star Advertising will present the basic ad strategy and slogan.

Keep it under twenty minutes… Thanks, Teacher Xu Chen!”