Chapter 422: Whispers of Ambition

Dean Lin Ruyang suddenly called out for Xu Chen, and the group of students glanced around, but he was nowhere to be seen.

The dean glanced around, realizing the kid had skipped class and left early again.

The old man instantly bristled with irritation.

His already sparse hair on top stood on end as he muttered under his breath:

“Let’s go! Time to eat!”

Turning back, he told team leader Zhao Siting:

“Don’t tell Xu Chen—let that boy go hungry!”

Zhao Siting hunched his shoulders and quietly replied, “Okay.”

Professor Ni Zhi followed behind, chuckling because it was so amusing, “Heh heh.”

……

……

Xu Chen and Xie Bingran finished lunch at a relaxed pace, and with time still to spare.

The ‘Great Wall Award’ ceremony didn’t start until after three, and Xu Chen had no interest in the boring exhibits.

Xu Chen looked at Xie Bingran with a mischievous grin and said:

“Bing Ge, want to train? I’ll join you at the gym.”

Xie Bingran sipped her lemon water:

“Aren’t you going to the events?”

Xu Chen: “I want to watch you train.”

Xie Bingran: “What’s so interesting about my training?”

Xu Chen: “Your training is incredibly captivating!”

Xie Bingran: “……”

……

……

Twenty minutes later, they arrived at the hotel gym.

Xie Bingran had changed into fresh workout clothes and was jogging on the treadmill.

Maybe because Xu Chen’s gaze had made her uncomfortable yesterday, today she wore long pants and a long-sleeved set.

Xu Chen sat on a bench, his eyes full of eager anticipation.

Boredom set in.

……

His phone buzzed.

He pulled it out and saw a message in the company group from Sun Aimi with a document attached.

[Boss, I’ve revised the Head & Shoulders proposal. Take a look.]

Xu Chen skimmed the document—nothing major wrong—and replied:

[It’s good. Use this for the pitch.]

Gu Xinxi responded in the group:

[I’ve contacted the Head & Shoulders brand. They’re eager, but we’ll stick to our schedule.

With the proposal finalized, I’ll set it for January 2nd after New Year’s…

Boss, that work for you?]

Xu Chen: [No problem. You all can handle it!]

Sun Aimi: [Boss, you’re really not coming?

Without you there, we feel a bit uneasy.]

Xu Chen: [I don’t need to go. Aimi, your pitch will be fine!

Did you ask Fei Jie? It’s best if she’s there too.]

Gu Xinxi: [I messaged Fei Jie, but she hasn’t replied.

She’s probably out of town meeting with Vice President Zhou and hasn’t seen it yet.]

Xu Chen: [No worries. Even without Fei Jie, you three—Xinxi, Aimi, and Xiao Wei—can totally manage it!]

Sun Aimi sent a pitiful emoji:

[Thanks for the trust, boss! We’ll give it our all!]

Gu Xinxi remembered something and added:

[Boss, about that car brand I mentioned before—they reached out via the website.

I’ve made initial contact and discussed their ad needs…]

Xu Chen perked up:

[Which one?]

Gu Xinxi: [Cadillac…

They saw the Jeep ad and asked who did it, so they came to us directly.]

Xu Chen thought it over—Cadillac’s bold, masculine style shared similarities with Jeep.

Jeep leaned more toward pure off-road, while Cadillac emphasized urban luxury.

But both targeted successful men with a rugged vibe.

Xu Chen replied:

[What’s the specific need? Send it over.]

Gu Xinxi: [It’s for Cadillac’s annual ad campaign.

One video ad, a set of print materials—similar to Jeep’s.

But they don’t have a spokesperson, so they’re focusing on the concept itself.]

Then, Gu Xinxi sent a brief document.

Xu Chen: [I’ll review the requirements. Is this project urgent?]

Gu Xinxi: [Not urgent. We’re still in early talks.

They’re checking if we’re interested.

Boss, look it over and we can discuss after New Year’s!]

……

Xu Chen opened the Cadillac requirements document and read it carefully.

The needs were straightforward.

An annual brand image ad, not tied to any specific model—much like Jeep’s.

One video and a set of print materials.

The rest was filler about conveying Cadillac’s core values and connecting emotionally with target customers…

They approached East Morning Star Advertising because of the Jeep campaign.

The style and creativity matched what Cadillac wanted.

But crafting Cadillac’s ad wouldn’t be simple.

It had to capture their unique essence and differ from Jeep.

Without stars like Wang Shi or Xie Bingran, the concept needed to shine even more.

Xu Chen pondered and messaged the group:

[I’ll brainstorm over the next couple of days. We’ll discuss after New Year’s.

Aimi and Xiao Wei, check the Cadillac brief too and think it over. We’ll brainstorm then.]

[Got it, boss!]

……

“Young Xu” snapped back from work mode and focused on his “little rich lady.”

He glanced up and quickly sat straighter.

On the treadmill, his “little rich lady” had ditched her long pants, revealing those long, toned legs in shorts…

Xu Chen sipped a cool bottle of mineral water, feeling thirstier with every gulp.

Having a sporty girlfriend…

Was awesome!

……

As Xu Chen admired the full, firm muscles on Bing Ge’s legs, he suddenly paused.

A perfect idea for Cadillac’s campaign popped into his mind.

He grabbed his phone and jotted it down:

“The decline of masculinity is this era’s tragedy…”

……

But he thought again, good thing the “female empowerment” movement hadn’t fully taken off yet, or an ad like this might draw backlash and get slammed.

Overall, female rights were positive and beneficial, but in the future, under certain conditions, it spawned an aggressive version…

From an ad perspective, “The decline of masculinity is this era’s tragedy” just highlighted Cadillac’s image.

It also tapped into a current social debate.

By 2006, the Korean Wave had already surged.

Influenced by Japanese, Korean, Hong Kong, and Taiwanese cultures, more androgynous or feminine male images were spreading.

This sparked widespread questions and debates in society.

In mainland China, both official and public opinions still criticized excessive feminization.

“The decline of masculinity is this era’s tragedy.”

This concept leveraged the hot social topic.

It was a savvy move in social marketing.

Most importantly, it aligned perfectly with Cadillac’s brand image and user perception…

Xu Chen checked and confirmed Cadillac hadn’t done anything similar, so he felt confident.

“Young Xu” grinned with excitement.

Just a casual effort, and another car client was in the bag.

Not bad at all!

Of course, he had to thank Bing Ge.

Thank you for those stunning legs!

……

……

While Bing Ge showered in her room, Xu Chen tried to calm his restless energy by checking group messages.

In the ‘Kun City Ad Circle’ group, counselor Zhai Chunshui had posted some event photos.

They included shots from the morning exhibits, and a couple even featured Xu Chen and Bing Ge.

From the group photos, Xu Chen learned that Dean Lin Ruyang was dragging a bunch of students to a dull expert lecture right now.

Just then, senior Zhao Siting messaged him privately:

[Afternoon has two events: a lecture and the ‘Great Wall Award’ ceremony.

Professor Ni Zhi told me to let you know.

You should come to the ‘Great Wall Award’—it’s a big industry event and worth seeing…]

For some reason, Zhao Siting’s message felt politely distant.

Xu Chen was grateful to Professor Ni Zhi.

He really looked out for him.

As for the ‘Great Wall Award’ ceremony, “Young Xu” planned to attend.

After all, they’d been nominated, and he was curious about the award.

Plus, it was great publicity for East Morning Star Advertising.

Right now, the company needed to build its industry presence.

That way, more clients like Cadillac would seek them out.

……

Bing Ge emerged from the bathroom, fresh, clean, and smelling great.

Xu Chen stole a couple of longing glances, chiding himself for his naughty thoughts.

But when Bing Ge sat on the bed to put on socks and shoes, Xu Chen couldn’t resist darting over.

He gently cradled her feet and said with a wicked smile:

“Let me help you with that…”

Bing Ge tried to pull away, but she was clearly at his mercy.

She bit her lip, her face full of helpless vulnerability.

Xu Chen couldn’t help but say:

“I get it now—this is totally your weak spot.”

Xie Bingran furrowed her brow, her eyes welling up with grievance and helplessness.

Xu Chen took a deep breath:

“You’re just too good at this…”

……

……

When Xu Chen and Xie Bingran returned to the venue, it was still before three, with plenty of time.

Xu Chen skipped the expert lecture and instead wandered around with Xie Bingran.

Xie Bingran was curious about the event, having known little about advertising before, so she asked a few questions.

Xu Chen found it entertaining and gave her a quick rundown on industry basics.

Xie Bingran listened to the intricacies and said:

“I had no idea a simple TV ad had so many twists and turns behind it.”

Xu Chen: “It involves millions in real money, after all.

Every ad you see on TV is the result of endless debates, planning, and compromises.”

Xie Bingran: “But some ads are just awful and boring.”

Xu Chen: “That means you’re not the target audience.

If an ad keeps running, it’s because it boosts sales or brings other benefits.

Nothing’s more straightforwardly commercial than advertising—every penny spent aims to come back multiplied…”

Xie Bingran blinked her big eyes:

“I never realized you were this impressive…”

She smiled:

“It seems you’re even better at this than running.”

Xu Chen: “Bing Ge, you’re overpraising me. I couldn’t handle it.

With six or seven billion women in China, you’re number one.

Across Asia with nearly twenty billion women, you’re still top…

My little ventures can’t compete with you!”

Xie Bingran shoved her hands in her pockets, looking cool and pretending not to care.

Xu Chen: “I’m scared that if you win world champion, I’d be totally unworthy of you!”

Xie Bingran: “Maybe that’s for the best.”

Xu Chen paused: “Why?”

Xie Bingran’s eyes flickered, and she quickly changed the subject:

“I want to check out that exhibit over there…”

Xu Chen was baffled but hurried after her.

……

……

As they browsed the exhibits, Zhao Siting sent a message:

[Xu Chen, are you here? We’re heading in.]

[I’m at the venue and on my way.]

[It’s in Hall 1.]

[Got it, thanks senior!]

……

A few minutes later, at the entrance of Hall 1.

Having been there yesterday, Xu Chen and Xie Bingran found it quickly.

“Tencent Net’s Splendid Gala”

——2006 China Advertising Great Wall Award Ceremony”

Xu Chen looked up at the banner and realized Tencent Net was the title sponsor for this ‘Great Wall Award’.

“University Ad Comp” had Baidu as sponsor, and ‘Great Wall Award’ had Tencent…

This showed how the internet industry was booming in China.

Xu Chen recalled the Baidu vice president Zhao Ling he met yesterday and her mention of Baidu’s ad projects.

“Young Xu” was interested—landing a Baidu gig would open up the internet side for East Morning Star Advertising.

The pay didn’t matter as much as the connections and resources.

But Xu Chen had checked his email last night and today with no word from Baidu.

Maybe Zhao Ling and her assistant were still at the event and hadn’t processed it.

Xu Chen thought, it would be great if Fei Jie were here.

For something like the official banquet, Nie Fei could network and build relationships.

Xu Chen had to admit, compared to his father Xu Zhiquan and Nie Fei, he was weaker in schmoozing.

Mainly, “Young Xu” hated the hassle and wasn’t great at flattery.

Some things were just part of who he was.

……

At the entrance, a long line waited.

People with badges around their necks queued to enter.

Sure enough, Zhao Siting and other classmates from the department were there.

Xu Chen peeked at the entrance, then pulled Xie Bingran toward the VIP lane…

He decided not to greet those seniors and classmates.

Better to keep a low profile even with VIP access.

……

“Xu Chen?”

“How are they getting in without lining up…”

“VIP lane again!”

“What’s Xu Chen’s background? How does he get VIP here too?”

……

……