【正文】 there are no big ideas initially there are only ideas made big by strongminded, disciplined and adventurous clients working with strongminded, disciplined and highly creative people. 這場演講接下來的部分，我們要給 大家看一些 campaigns眾人公認(rèn)的 偉大 campaigns。我們要為大家描述 的并不是這些 campaigns 的著手方式 而是它們僅靠參與者發(fā)展，執(zhí)行及 長期持續(xù)的態(tài)度而變大。我們主張 沒有任何創(chuàng)意一開始就是大創(chuàng)意 — 一開始都只是創(chuàng)意而已，經(jīng)由具強(qiáng) 烈心態(tài)，有紀(jì)律，不畏冒險(xiǎn)的客戶 以及具強(qiáng)烈心態(tài)，有紀(jì)律，具高度 創(chuàng)意能力的人加以哺育，才會(huì)變大。 It is our contention that what we must learn to recognise is the core idea. If this core idea has the potential to be a big idea, it will bee so only after a number of advertisements have been done that bring that core idea to life. 我們認(rèn)為我們必須學(xué)習(xí)如何辨認(rèn)核心創(chuàng)意。如果核心創(chuàng)意有潛力 成為大創(chuàng)意，只有在做了許多廣告賦予核心創(chuàng)意生命之后，才會(huì) 實(shí)現(xiàn)。 Further, we hope to show you that an advertising property whilst highly desirable and eagerly to be pursued is no substitute on its own for a great campaign consistently and relentlessly kept relevant and alive. 更進(jìn)一步地說， 我們希望讓大家知道，一個(gè)人人渴望并且急切追 求的廣告資產(chǎn)，并不能取代持續(xù)一貫，毫不放松地保持相關(guān)性及 活躍力的偉大 campaign。 Incidentally, every campaign we will show you is totally consistent with, and could easily have been developed within, the excellent guidelines outlined in the new U . P . G . A. 不過順帶一提，我要給大家看的每個(gè) campaign都完全符合由 Unilever偉大廣告計(jì)劃（ U . P . G . A . ）所勾勒出的杰出指引， 同時(shí)如果根據(jù)這些指引作業(yè)，都可以輕易地發(fā)展出來。 I will start us off with a campaign that has been running extraordinarily successfully for 20 years in England. (SHOW ONE HAMLET: COLUMBUS) 我要以一個(gè)在英國極為成功地進(jìn)行了 20年的 campaign做為開始。 （哈姆雷特雪茄：哥倫布篇） When this campaign was first sold, the central idea must have been this: that in the face of life?s little ups and downs ,Hamlet cigars have unique restorative and relaxing qualities. 當(dāng)這個(gè) campaign 最初賣給客戶的時(shí)候，其中心創(chuàng)意必定是這樣： 面對生命中的起伏，哈姆雷特雪茄具有獨(dú)特的令人恢復(fù)及放松的 特質(zhì)。 The property will be a musical there occuring in the mercial always at the moment when Hamlet es to the rescue. 其資產(chǎn)為在廣告中總是在哈姆雷特雪茄前來搭救之時(shí)所出現(xiàn)的主 題音樂。 Now had someone said that to you 20 years ago would you have said “Eureka! The big idea”. I doubt it. 現(xiàn)在假設(shè)在 20年前對你這樣建議，你是否會(huì)說：“我找到了！ 這就是大創(chuàng)意！” —— 我懷疑。 But 20 years laater, after that little idea has been nurtured, persistently and constantly kept fresh it?s another story. （ SHOW: PHOTOBOOTH / INCONVENIENCE / TOUPEE) 但在 20 年后，當(dāng)年的那個(gè)小創(chuàng)意經(jīng)過哺育，持續(xù)一貫地保持新 鮮，已不可同日而語。 （照相亭篇 /不方便篇 /假發(fā)篇） Before I show you the next campaign, let me talk about “our” (yours and our) inability to articulate or identify what we jointly mean by “an idea” or an “advertising property.” 在給大家看下一個(gè) campaign之前，我要談?wù)劇拔覀儭? （各位及 我門） 所缺乏的能力 — 分辨或確認(rèn)“創(chuàng)意”或是“廣告資產(chǎn)” 的意義之能力。 I have just returnde from Southeast Aasia. Among other things I ran a session in Malaysia with Unilever Brand Managers and agency along the same lines as we did in Australia with much the same resuult the same problem in distinguishing between “an idea” and “a property.” 我剛剛從東南亞回來。除了其他的公務(wù)以外，我在馬來西亞為 Unilever的品牌經(jīng)理以及代理商舉行了一個(gè)講習(xí)會(huì)，其主題跟 我們在澳洲所講的一樣，而結(jié)果也幾乎一樣 — 同樣有辨識“創(chuàng) 意” 及“資產(chǎn)”之區(qū)別的問題。 I also, along with Ron Latham, sat on a panel at a Unilever Marketing Course where the participants presented examples of “good” and “bad” advertising. As a part of their presentation, they were to identify “the idea.” In many cases they said the “idea” was to sell TV sets or shampoo or whatever. 我跟 Ron Latham一起評審在 Unilever行銷課程中，參加人員 所提的“好”與“壞”廣告的范例。在他們的提案中有一部分 是要確認(rèn)出廣告中的“創(chuàng)意”。在許多個(gè)案中，提案者認(rèn)為 廣告的“創(chuàng)意”是要賣電視機(jī)，洗發(fā)精或什么的。 In the Malaysian session it took a good ten or twenty minutes of discussion to get to the core of the Timotei campaign. But, as we said earlier, the exercise is not or was not intended to point fingers or catch anyone out. 在這場馬來西亞的講習(xí)會(huì)中，我們花了 10 20 分鐘討論，并且 探討到蒂慕蝶 camoaign的核心。但是，如同前面所說，這項(xiàng)練 習(xí)并不是為了要指責(zé)或逮住某人的錯(cuò)誤。 But I think there are important implications: 但我認(rèn)為其中有幾項(xiàng)重要的意義： 1. If the underlying nature of the idea is not understood, then it is easy for countries in which you or we wish to use the campaign in to dismiss it as inappropriate. Or, to misinterpret the idea and have it fail. 如果創(chuàng)意的基本性質(zhì)不被了解，那么各位或我們原本想要在 某些國家采用的 campaign， 就會(huì)被以不合適為理由而放棄。 或者是誤解創(chuàng)意的本質(zhì)而導(dǎo)致失敗。 2. If the agency and the client do not understand or agree on what the fundamental idea is, then the ability to refresh the campaign may be diminished and lead to disagreement. 如果代理商及客戶對何為基本創(chuàng)意并不了解或是不能達(dá)成共 識，那么講 campaign 保持新鮮的能力可能就會(huì)遭到貶抑， 并導(dǎo)致歧見。 3. Some guidelines are too much execution based, and do not go deeply enough into why, I . E. , the core idea. 某些指導(dǎo)原則太過于以執(zhí)行為主，對于理由何在 —亦即核 心創(chuàng)意 — 并不夠深入。 4. A more general point: as there appears to be a fair amount of confusion about the difference between ideas and prope