奥美广告春季训练教材(编辑修改稿)

奥美广告春季训练教材(编辑修改稿)内容摘要：

rties, perhaps more formal Unilever advertising courses should have practical sessions where those differences (ideas and properties) are examined in detail. 总括来讲：由于大家对创意及资产之间的差异似乎有很大的 困惑，也许在 Unilever 较正式的广告课程中应该包含实务方 面的讲习会，详细地检视那些差异（创意及资产）。 But I digress. 但我离题了。 The campaign I‟m going to show you is also from the U . K . , but it is a very new one. So you decide. Had you been approached by your agency and told the following would you have screamed “Eureka a big idea!” 我要给大家看的这个 campaign 也是英国的，但却是很新的 campaign。 所以你要下判断。 如果你的代理商以这种方式 表达并告诉你下列的创意想法 — 你会不会大叫：“我找到 了。 这是一个大创意。 ” The product is a coffee called “Red Mountain.” 这个产品是一种叫“红山”的咖啡。 The agency said something like this: The idea is, that by parodying the audio language of real audio language of real coffee making in a tongue in cheek way, the brand is moved closer to the ultimate coffee taste. 代理商是这么说的：其创意为 — 以一种不当真的方式模仿真正 煮咖啡的声音，籍此让人们觉得此一品牌拥有接近纯正的咖啡 口味。 The property is the way in which the sounds of coffee making is produced. 其资产为制造煮咖啡声音的方法。 Big Idea ? Let‟s see. (SHOW 3 RED MOUNTAIN SPOTS) 大创意。 让我们看看。 （三支 “红山”广告片） Time will tell whether this is a truly big idea. But it looks to us as if it has all the ingredients of being an idea that, given property development creatively, could be built into a big one. 时间将会证实这是否为一个真正的大创意。 但是它看起来似乎具 有创意的所有组成因素 —如果能将此资产继续别具创意地发展 — 它极有可能成为一个大创意。 Each mercial is, in its own right, interesting not just a cookiecutter of the last. 上述每支广告片都有其独特的趣味 — 并非如出一辙。 Let me show you two campaigns. Two campaigns that have built two massive brands. （ SHOW 3 PERSIL： MOTOR BIKE / BEDTIME STORY/ FAVOURITE SHIRT） 我现在要给大家看两个 campaigns .这两个 campaign 建立了两 个重大品牌。 （三支 Persilo 广告片：摩托车篇 / 上床时间故事篇 / 最喜爱的 衬衫篇） Now please show Oxo. （ SHOW 3 NEW OXO KATIES） 现在看看 Oxo。 （三支新的 Oxo 凯蒂主妇广告片） Those two campaigns are, Ibelieve, great campaigns that can only be described as Big Ideas. 我相信那个 campaigns 是伟大的 campaigns ，只能用大创意来 形容。 But what are they ? 但它们究竟是什么。 In shorthand the aPersil idea is : that use of Persil with its superior whitening is evidence of a more caring Mum (Mother). The properties: a son, a mum, and whiteness. 简单地说， Persil 的创意是： 使用 Persil， 其优越的洁白效果， 可以证明妈妈有更多的关怀，其资产为： 儿子，妈妈以及洁白 效果。 Would you have bought that as a big idea? 你是否会觉得这是一个大创意而把它买下来。 And the OXO campaign? Oxo 的 campaign 呢。 It is about the fundamental strength and relevance of the family embodied in a mother called Katie. The property:Katie,unwrapping the cube, the family and the tone of voice. 它是以一个叫凯蒂的家庭主妇具体表现出家庭的基本力量及相关性 .其资产为：凯蒂，打开产品包装的动作，家庭以及语调。 When first presented was that a big idea ? 当这个创意在最初提出的时候，是否就是一个大创意呢。 If ever there was proof that all Big Ideas start out as simply ideas and bee Big because of the way they are nurtured and kept contemporary and relevant (mercial by mercial) these campaigns prove it. 如果有证据可以证明大创意在出生的时候都仅仅是创意而已，由 于哺育的方式以及保持现代感跟相关性 （一支广告片接着一支广 告片持续下去）才会变大 —那么这些 campaigns 就是最佳证明。 Let me show you one of the campaigns that caused considerable confusion in Malaysia. (SHOW I HEINEKEN: POLICEMEN‟S FEET) 我要给大家看看在马来西亚引起极大困惑的一个 campaign。 （海尼根 ： 警察的脚 ） That was the first mercial to run in this highly successful campaign. I would hypothesize that having decided upon refreshment as the basic strategy, the agency was faced with a “meto problem” that was a category norm . 那是在一个极为成功的 campaign 中第一支上档的广告片，我猜 由于代理商决定要以清凉作为基本策略，因此他们面临了一个 “雷同问题” —而那是存在于该产品类别之中的问题。 The core idea: By the use of visual hyperbole and sardonic humor assert that Heineken can revive parts of the body (and anything else ) because of its amazing refreshing properties. 核心创意为：运用视觉夸张法以及讽刺性的幽默来说明，由于其 惊人的清凉资产，因此海尼根能使身体的各部位复苏。 Let‟s see two more : (SHOW HEINEKEN: SLAVE SHIP / SITTING DUCKS) 让我们再看两支： （海尼根： 奴隶船篇 / 鸭子篇） I will show one more and then we will summarise and draw conclusions. 我要再给大家看一个 campaign ， 然后我会做个总结。 The next four mercials are for Duracell. Maybe 15 years ago Duracell advertised their battery like this: (SHOW ONE : PINK RABBIT) 接下来是四支金鼎电池的广告片。 可能是在 15年前，金鼎是以 这种方式为其电池产品作广告： （粉红兔篇） The idea: Use battery operated toys to visually demonstrate the longer life propertise of Duracell batterise pared to petition . 创意： 运用电池使玩具运转，以便在电视上示范金鼎电池比竞争 对手有寿命较长的资产。 The property: the “slam” device at the end . 资产： 片尾砰然合起的电池。 Big Idea? Maybe . But it was dropped in favour of 4 or 6 or 8 other campaigns that then ran. Sal。