Xu Xiaoli

Xu Xiaoli

Xu Xiaoli is a 1.76-meter-tall handsome man. His father is Cantonese and his mother is from the north. Growing up in Zhujiang film studio, he speaks fluent and standard Mandarin. Many people "look down" on Xu Xiaoli and equate him with "little man of Guangzhou", tracing back to the source, "the culprit" lies in the advertising director. In order to pursue a kind of visual funny effect, from the first advertisement, they all deliberately "uglify" or exaggerate the performance of Xu Xiaoli in the film by means of wide-angle overhead shooting, and find someone to match Xu Xiaoli in the advertisement with "Cantonese Putonghua".

My career

Many people will still remember the following TV scenes: a well-dressed "spectacle boy", holding flowers and happily preparing to go on a date with his girlfriend. At this time, the phone rings suddenly. The man picks up the receiver, his expression changes suddenly, and his voice grows impatiently: "little sister --" for a moment, the phone rings again, with the same action and the same tone: "Mom --" When the phone rang again, he was disappointed. He simply threw the phone into the air. But at this moment, he saw his girlfriend's phone number on the caller ID and quickly caught the microphone that was about to land The noise came to an abrupt end, and the elated man said with a flattering face: "Hello, Xiao Li?"

We are no stranger to the man's face in the film, from the earliest "stocks have risen again" to "I'm locked out" and then to "Hello, Xiao Li?"

"What else does mom say" is a popular soap on CCTV. Through these commercials, we have become familiar with this funny face, and the advertising language has even become a buzzword in our life.

But do you know who is the actor who plays these ads? His name is Xu Xiaoli, an unknown little man. Because of his distinctive "advertising personality" and humorous advertising images, he has become a well-known "advertising star".

In fact, Xu Xiaoli is not a professional actor. Before, he was an artist in Zhujiang film studio.

Deductive experience

art designer

Before becoming an "advertising actor", Xu Xiaoli had been an artist in Zhujiang film studio. Since 1991, he has been involved in the shooting of films and TV series such as "love the Pearl River" and "Fire King Kong" as an assistant artist. In 1997, he became an independent artist for the first time. Later, the film not only won the government's Huabiao award, but also won the Golden Rooster and Baihua best feature film awards.

advertisement

Xu Xiaoli's advertisement is purely accidental. At the end of 1996, a young director took over a cordless phone advertising film. He decided to introduce the form of "hairless head" similar to Hong Kong Film and television drama into his creative concept. He replaced the popular self decoration of "Wang Po sells melons" in the advertising industry at that time with humor and farce, and deepened people's understanding of the film by publicizing the distinctive personality of the little people rather than the elegance of the beautiful men and women The impression of enterprise brand.

Manufacturers and creators all hope to find a new face to play the role of this advertisement, but they have spent a lot of effort and contacted many actors recommended by the modeling agency, which is not suitable. Just when the director was at a loss, Xu Xiaoli, who had cooperated with him many times, suddenly came into his mind. He believes that Xu Xiaoli has a kind of "comic effect" that makes people laugh. He immediately decided to let him have a try.

Xu Xiaoli has seen countless shooting scenes. In addition, he doesn't regard "on camera" as one thing at all. He thinks that it's just playing. Therefore, he has no burden in his heart and can perform easily. According to the director's request and command, he squatted on the toilet again and again, bumped into the phone again and again, fell down cheerfully, and finally said, "the stock market has gone up again.". After shooting, he patted his ass and left.

To everyone's surprise, this advertisement, which seems to have many shortcomings today, has caused great influence in the whole country after being launched in a large area, especially in CCTV, and Xu Xiaoli began to attract people's attention.

After this unintentional "electric shock", Xu Xiaoli has been favored and trusted by many customers, and has successively shot more than 10 influential advertisements, such as Bubugao cordless phone advertising series, Yashili soymilk, celebrity handheld computer, zanthoxyl soap, etc.

daily life

I believe everyone will think that Xu Xiaoli is such a person before they meet him: a short Cantonese with funny speech and behavior. But once you come into contact with him one day, you will find that these so-called "characteristics" originally do not belong to him.

At the same time, far from the "comic character" in the advertisement, Xu Xiaoli is very introverted in his life. In his own words, "he is not only introverted, but also not good at speech and communication.".

Xu Xiaoli said that his character may be related to the environment in which he grew up as a child. Among the four brothers and sisters, he is the youngest, and the youngest brother is 16 years older than him. At the age of 9, Xu Xiaoli's father died of illness. Because his mother had to travel a lot, he lived with his sister. "Since then, my brother-in-law and sister have played the role of my parents. Due to the great age difference between them, there is little communication between my brother and sister in the normal sense. In fact, they give me the feeling that they are not brothers and sisters, but elders. They have to listen to everything. "

Therefore, as a child, Xu Xiaoli has always been a good boy. "In a group of children, I am definitely not a leader, but a follower and a bully." He never had a fight with his classmates. "If I walk in the street with my schoolbag on my back and a child comes and slaps me on the head, I will never resist and will continue to walk as if nothing happened."

However, behind the surface calm is repression and "rebellion" in a sense. Once, on his way home from school, Xu Xiaoli passed by a construction site. Somehow, a pile of tiles on the site became his outlet bucket. He smashed them all to pieces At that time, he did a lot of such bad things behind his back.

In order to attract other people's attention, for a long time, he has been wearing a red and Blue Plaid Dress that "feels particularly handsome" This became the introverted Xu Xiaoli's first unique "performance" in his life.

Personal characteristics

The so-called advertising, in short, is the continuous delivery of publicity materials through the media, so that the audience resonates with a certain brand, leaving a deep impression. In this regard, "Xu Xiaoli advertising" can be said to achieve the goal.

"Xu Xiaoli's advertisement" is not a way to improve the enterprise's brand by boasting and smearing, but by appealing "sitcom" stories. To put it bluntly, it's fun and easy to remember, "sneak into the night with the wind, moisten things silently."

Another major feature of Xu Xiaoli's advertisement is that he moves people's hearts through small people rather than tall and handsome men or delicate beauties. Compared with those perfect images, the little people in the ads are very human, close to the reality of life, and more easily accepted by everyone.

Personal feelings

But along with success and honor, there are also troubles and troubles.

Xu Xiaoli, who has become an "advertising celebrity", has been recognized in the streets or shopping malls for more than once. Some people gather around him to ask for his signature, but more people just think he looks familiar, stare at him, and then point at him and whisper So introverted Xu Xiaoli quite embarrassed.

Xu Xiaoli began to be afraid of going to the streets or shopping malls. If he went out, he would usually wear contact lenses and try to pay less for the frames so that people could not recognize him. But it doesn't work. At the end of 2001, he went to Beijing on business. As soon as he sat down on the plane, a stewardess recognized him: "this gentleman, are you the actor who made the cordless phone advertisement?" Xu Xiaoli repeatedly denied. But the stewardess reluctantly recognized him as "Xiao Li's boyfriend" and asked for his signature. He immediately became the "focus" of the whole plane.

In fact, Xu Xiaoli has always had a clear understanding of success. He put forward higher requirements for himself: "if the role is purely expressed as a joke, I sometimes decline politely. I'm not doing this just because I have a little bit of fame. I should keep innovating, no matter for me or for the advertisement itself. "

Over the past few years, Xu Xiaoli has actually shot a lot of advertisements, but he says that he doesn't love this line very much: "advertising is just a means of survival, it can't bring me great satisfaction. Why do you say that? I think this industry is quite disappointing. Although this industry is full of challenges and opportunities, and the current advertising has made great progress compared with more than ten years ago, compared with foreign excellent advertising, there are still many irregularities and imperfections in the mainland advertising market, and many creative ideas are difficult to achieve. This is related to many factors, such as the national advertising policy, the enterprise's understanding of advertising, the audience's understanding of advertising, and so on. "

view

Xu Xiaoli focuses on the understanding of advertising in enterprises. In his opinion, there is no originality in some advertisements that are being broadcast with high frequency. Why did this happen? Is there no advertising talent? no In China, there are a lot of advertisers who can come up with good ideas. This is mainly because some enterprises do not get rid of the old mode of thinking when they use advertising to promote their products, or think that

Chinese PinYin : Xu Xiao Li