奥美广告公司1989年春季训练教材：大创意.ppt

The fact is that these formats are seldom used. Particularly outside the U . K . 事实上各位很少使用这些表格。特别是在英国以外的地区。 Anything you and your colleagues can do to enforce your own rules could make a significant difference to the standard of briefing and thus the final advertising . 各位为了实行规则所做的努力都能使简报的水准和最终的广告产生很大的不同。 On the same subject : briefing, we believe there is a strong case for an addition to the document relating to brand personality . 关于简报，我们认为有关品牌个性的资料中非常需要加入另 一项重点。 In the current briefing outline a lot of attention is paid to positioning and product performance but very little to who the brand is . 在现有的简报纲要中，大部分的注意力都放在定位及产品功能方面，却很少注意到产品是谁。 Most of the “big ideas” we all admire imbue the brand with an indelible character . If we are unable to define what that is, it probably points up a deficiency in the brand’s advertising . 大部分我们所赞赏的“大创意”都是以不可磨灭的鲜明个性影响品牌。如果我们无法界定出其个性，可能就会使品牌广告残缺不全。 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