Chapter 307: The Ad Agency Rivalry

Xu Chen finished his report, and with Big Boss Pang Ming’s resounding approval—saying it was spot-on, impressive, and fully backed—the outcome was set in stone.

Though Pang Ming was asking for everyone’s input, who would dare speak up?

Xu Chen stayed silent but clearly understood Pang Ming’s strategy.

This was a pitch battle, with East Morning Star Advertising and BBDO Tianlian Advertising locked in direct competition.

Ad concepts and slogans are subjective creations; no plan is ever perfect.

If anyone nitpicked, they could always find flaws, even in the finest details.

By endorsing it outright, Pang Ming shut down any objections from the BBDO Tianlian team.

Xu Chen still felt a bit reflective, having worried earlier about some hidden connection between Pang Ming and Liu Wenqin.

Now, it seemed he had overthought it.

As the brand’s top executive, Pang Ming approached things rationally and objectively, always prioritizing his company and brand’s interests.

With East Morning Star Advertising’s proposal clearly superior, Pang Ming had no interest in dragging things out.

He wanted to move forward quickly.

That decisiveness marked him as a solid business leader.

Unlike some officials in government roles who might just smooth things over…

…

Once Pang Ming spoke, no one else chimed in.

He smiled and turned to Liu Wenqin:

“Vincent, do you have any suggestions?”

Liu Wenqin gave an awkward smile:

“Xu Chen’s plan is a step above.

BBDO concedes gracefully.”

His straightforward attitude earned Xu Chen’s respect.

Besides, pushing further now would just make Liu Wenqin look petty.

Pang Ming chuckled and signaled to brand manager Yan Chuan.

Yan Chuan stood with a smile, continuing to lead the presentation:

“Let’s move to the second part: the ad campaigns for the two endorsers.

Following the standard order, East Morning Star Advertising goes first, with BBDO Tianlian Advertising closing it out.”

Xu Chen started to rise, but Liu Wenqin suddenly said:

“If Xu Chen doesn’t mind, let me go first.”

Xu Chen paused, unsure of Liu Wenqin’s intent.

Liu Wenqin smiled warmly:

“After seeing Xu Chen’s slogan pitch, I’ve gained a fresh appreciation for East Morning Star Advertising and your skills.

I think…

It’s better if BBDO presents first to set the stage, letting East Morning Star take the spotlight at the end.”

His tone was genuinely sincere.

For Xu Chen, the order didn’t really matter.

Still, he responded with full respect:

“Vincent, you’re too kind. East Morning Star’s ad got lucky with everyone’s approval.

BBDO’s ideas have taught me a lot.”

He paused:

“I’ll follow your lead on the ad campaign presentation.”

His words were polite and perfectly measured.

Liu Wenqin nodded with a smile, realizing through those few sentences that Xu Chen was sharp—both intellectually and socially.

He handled the nuances flawlessly.

It was a sign of true confidence.

…

…

Without hesitation, Liu Wenqin stood up:

“Then I’ll go first and lay the groundwork!”

Yan Chuan switched the presentation slides, and Liu Wenqin took the page-turner.

“The biggest challenge for the ad is blending endorsers Wang Shi and Xie Bingran.

Even if we make separate videos, they need to tie together conceptually or stylistically—otherwise, it looks like two unrelated promotions…”

“BBDO’s approach uses a story to unite Wang Shi and Xie Bingran under the ‘Beyond Roads, Beyond Life’ ad concept…”

“Our creative concept for the ad is:

[Meet for an Off-Road Adventure].”

Liu Wenqin went on at length about the ad’s direction, even showing clips from foreign references.

Xu Chen listened quietly but couldn’t help frowning slightly.

It connected well to the slogan and Jeep’s brand, but the story format felt off to him.

The ad sets Wang Shi and Xie Bingran as achievers in business and sports, both off-road enthusiasts in their personal lives.

So, this unlikely duo plans a weekend off-road trip in the Great Northwest.

…

The ad’s main plot:

Wang Shi finishes a board meeting; others invite him for golf, but he says he’s ‘got plans’ with a mysterious air.

Meanwhile, Xie Bingran steps off the podium; her team suggests a victory party, but she says she’s ‘got plans’ with excitement…

Then, scenes of them packing and flying out.

They meet in the Northwest’s sunset desert, driving the Grand Cherokee and Wrangler across the wilderness, ending with a campfire under the stars.

…

Liu Wenqin spoke with enthusiasm; his BBDO team had even sketched detailed storyboards.

Finally, he wrapped up:

“This setup blends Wang Shi and Xie Bingran into Jeep’s brand vibe.

It positions them as Jeep owners and showcases our key models’ off-road appeal through the Northwest adventure.”

…

Sun Aimi listened intently and glanced at her boss.

From her view, the idea was solid and professional.

Most domestic car ads keep it straightforward to maintain prestige.

Liu Wenqin’s concept was good, especially linking the endorsers with the ‘Meet for an Off-Road’ theme.

The first half highlights their careers for ‘Beyond Life,’ while the Northwest scenes deliver the ‘Off-Road’ punch…

But Sun Aimi noticed her boss frowning, not looking pleased.

She whispered:

“Boss, is this… not good?”

Xu Chen lowered his voice:

“How can my Bing go on a date with some rich older guy?!

And a late-night campfire at that…

Even if Bing Ge’s fans are okay with it, I’m not!”

Sun Aimi froze, nearly laughing out loud.

Clearly, her boss cared deeply about Bing Ge.

…

…

Liu Wenqin finished, his confidence surging.

His team had prepared thoroughly, with high-end reference clips and detailed storyboards—the illustrations alone would cost a fortune.

Liu Wenqin smiled and set down the controller.

Big Boss Pang Ming nodded approvingly.

“Thanks for that excellent presentation, Vincent!”

He led a round of applause.

Pang Ming paused and asked the group: “Does anyone have questions or thoughts?”

A brief silence followed.

But many eyes drifted toward Xu Chen.

Xu Chen had issues—mainly Xie Bingran ‘dating’ Wang Shi at night—but given Liu Wenqin’s humble stance earlier, speaking up would seem rude.

In business, you need tact for future dealings.

So, Xu Chen just smiled mildly and stayed quiet.

Brand director He Da Chang chimed in:

“I really like this idea, especially the ‘Meet for an Off-Road’ theme!

We want Jeep owners to plan their own adventures on weekends.

This could tie into an offline event.”

Pang Ming considered it and nodded in agreement.

Liu Wenqin looked pleased, a hint of triumph in his eyes—as if reclaiming ground from his earlier loss.

Seeing no other comments, he turned to Xu Chen:

“Xu Chen, do you have any suggestions?”

Xu Chen kept his expression steady and said with a smile:

“Overall, this ad is quite fitting!”

Liu Wenqin nodded lightly, though disappointment flickered in his gaze…

Deep down, he had hoped Xu Chen would nitpick, giving him ammunition.

By going first and playing modest, Liu Wenqin set a trap—if Xu Chen criticized, he’d look aggressive.

No one wants to partner with someone petty, even if they’re talented.

But Xu Chen, this young man, stayed composed and offered vague praise instead.

…

Brand manager Yan Chuan stood:

“If there are no questions, let’s have Xu Chen present East Morning Star’s ad campaign…”

Before rising, Xu Chen glanced at Sun Aimi.

She caught on instantly.

Adjusting her round glasses, she said timidly:

“Boss, can I raise a point?”

Xu Chen feigned surprise.

Pang Ming laughed: “Of course!”

Xu Chen smiled awkwardly at Sun Aimi: “Keep it brief.”

Liu Wenqin, now seated, hid a flash of irritation.

Using the intern as a proxy? He hadn’t seen that coming…

…

Sun Aimi adjusted her glasses again, looking innocent.

She said shyly:

“As a Xie Bingran fan, I’m a bit worried.

Fans call her ‘hubby’ and have strong feelings—if she ‘dates’ a wealthy older man and has a late-night campfire, some might get upset.

With all the news about sugar daddies lately, could this ad spark controversy? And Wang Shi might not like it either.”

…

The room fell silent.

Pang Ming and He Da Chang exchanged uneasy looks.

It was a valid concern.

Wang Shi saying he ‘had plans’ and meeting a young woman for a desert campfire? That could fuel rumors.

Liu Wenqin’s face darkened.

He never imagined his ‘brilliant’ idea could be seen this way—and it was a killer blow.

Brands dread PR crises.

Liu Wenqin glanced at Xu Chen and Sun Aimi with a wry smile.

…

Xu Chen cleared his throat and chuckled awkwardly, as if to say: ‘Kids say the darndest things, don’t mind her…’

He added to Sun Aimi: “You’re overthinking, Aimi! And the campfire could include more people, not just them.”

It sounded like he was defending Liu Wenqin while scolding his own team.

But only Liu Wenqin heard the subtle distancing.

Sun Aimi blinked innocently.

…

The others just sat in awkward silence.

Now that the issue was out, the ad’s concept felt tainted.

Who knew this unassuming intern could torpedo BBDO’s plan with a few words?

Liu Wenqin dropped his facade, frowning deeply as his team shifted uncomfortably.

…

…

To break the tension, Big Boss Pang Ming laughed it off: “Let’s hear Xu Chen’s plan!”

Yan Chuan quickly switched the slides.

Xu Chen stood, smiling, and picked up the presenter.

Everyone looked up, expressions mixed.

For Pang Ming and He Da Chang, East Morning Star’s idea was now the only choice—they hoped it delivered.

…

The screen showed the earlier slogan:

[Not Every Jeep Is a Jeep]

Xu Chen began slowly:

“We say ‘Not Every Jeep Is a Jeep’…”

So, what makes Jeep truly Jeep?”

He advanced the slide, showing WWII Jeep models.

“Jeep was born in WWII, forged in battle and glory.

General Patton said: With Jeep, I conquered North Africa, broke Sicily, liberated Paris, and ended the Third Reich…”

“Eisenhower called it one of the ‘three weapons that won the war’…”

“In the 1950s, China’s first Jeep was a gift for National Day, based on the M38A1…”

“In the 1980s, Beijing Auto introduced Grand Cherokee tech…”

“What makes Jeep Jeep? It’s the history, the stories…”

Xu Chen paused, shifting gears:

“What makes Wang Shi, Wang Shi?”

“What makes Xie Bingran, Xie Bingran?”

“It’s their past, their stories.”

“That’s our ad concept:

‘No Story, No Life’…”

“As Vincent mentioned earlier, for a luxury brand, we need style and substance.

The slogan is straightforward, so the ad must elevate it.”

Xu Chen smiled: “Due to time constraints, we don’t have storyboards yet; this is just a conceptual outline.

We’ll use a stream-of-consciousness style, like a music video.

Tie it all with core text, featuring Wang Shi with the Grand Cherokee and Xie Bingran with the Wrangler…

Sunset wilderness, rugged mountains, distant herds.

Engines roaring, eagles soaring, tires gripping mud…

The script will match their personas while sticking to the theme.”

He flipped to the next slide, showing the core text:

[Some people…

Don’t need to show off who they are or flaunt their wealth to win you over.

Some stories…

Don’t have to please anyone; just follow your own path to be amazing.

Everyone deserves their story.

Wild and vibrant, or calm and joyful.

Brilliant or solitary.

For those around you… or to find your true self.

You decide how it starts; you decide how it’s told.

No Story, No Life.

Not Every Jeep Is a Jeep]

…

…

Xu Chen finished smoothly, his voice trailing off.

He glanced around; Pang Ming and He Da Chang stared at the text, clearly moved.

Liu Wenqin frowned thoughtfully, while his team looked impressed.

Sun Aimi’s eyes sparkled behind her glasses as she watched her boss.

Murmurs started; first from Jeep’s team, then Liu Wenqin’s group joined in.

“‘Don’t need to show off’—that’s Wang Shi all the way! Every big exec would love that!”

“‘Wild and brilliant’ fits Xie Bingran; ‘solitary and joyful’ is Wang Shi! So spot-on!”

“Wait, Xie Bingran has her lonely moments too.”

“‘No Story, No Life’ could turn into an online event, like our car owner story-sharing sessions!”

“This has real class! Even without storyboards, I can picture it perfectly!”

“Yeah, they can film separately, focusing on each shot without a rigid plot.”

…

Xu Chen sat back, saying nothing.

Sun Aimi turned to him, eager but silent, and handed him a water bottle.

…

…

At this point, the pitch was decided—East Morning Star Advertising dominated on both slogan and ad.

BBDO, the international giant, was outclassed.

Pang Ming and He Da Chang discussed pushing Xie Bingran’s endorsement forward; East Morning Star’s plan was solid and exciting, removing all doubts.

Xu Chen felt satisfied; he’d handled Bing Ge’s project well, keeping their mutual promise to rise together.

With Bing Ge as a national champ, he needed to step up too.

Xu Chen mentally tallied her earnings from Kunlun water and Jeep deals—probably a few million at least.

Suddenly, he felt the pressure mounting!

As he pondered, his phone buzzed.

It was from the ‘little rich girl’:

“Come see me this weekend.

I miss you.”

…”