【正文】 . Tips “Chimps” (going back 30 years), and a number of others. 在那場講習(xí)中 ,我給他們看了許多系列廣告活動： Persil（追 溯到 1963年），美國 Dove香皂（追溯到 10年前），萬寶路 電視廣告（追溯到 18年前），英國哈姆雷特雪茄（追溯到 20 年前），美國 Surf洗衣粉（追溯到 30年前），還有許多其他 的系列廣告活動。Mather， London Date ： April， 1989 Just over a month ago I spent a week in Australia. During that visit Iwas asked to conduct a threehour Creative Seminar with the senior managers of all Unilever panies. Knowing that I was due to give a particular question in mind . The question was this: do the senior managers of Unilever panies (and I include their agencies in this ) agree on what a big idea is? And can we articulate the difference if any between an advertising property and an advertising idea? 幾個月以前我在澳洲停留了一個禮拜。在那個禮拜中，他們要求 我為所有 Unilever旗下公司的資深經(jīng)理人員舉行三個小時的創(chuàng)意講習(xí)會。 Each time showed a campaign， I asked the members of the seminar to write down so that we could discuss it later what each defined as the “Big Idea” in the advertising， and the “advertising property”。 The declared aim of this conference is stated thus, I paraphrase: 我將那次會議的目的摘錄于下： “With the increased emphasis being given to the importance of creating and maintaining long term brand properties, it is felt right to …( have this conference)...formed around the concept of ?Creating the Big Idea ,? the purpose being to demonstrate that longlived properties of the sort we are seeking usually have within them ? a big idea? and that Unilever needs more.” “由于有愈來愈多的人強調(diào)創(chuàng)作并維持長期品牌資產(chǎn)的重要性， 我們認為應(yīng)當(dāng) . . .（舉行這項會議） . . .其主題環(huán)繞著‘創(chuàng)作大創(chuàng) 意’的概念，其目的為示范我們所尋求的長期資產(chǎn)中所包含的 ‘大創(chuàng)意’以及示范出 Unilever所更為需要的特質(zhì)”。 We?re going to start by asking you to examine the terms of your request: “How to brief agencies to create big ideas, how to recognise big ideas, etc.” 我們要從檢視 Unilever 這項要求中的文字做開始： “如何對廣告代理商做簡報以便產(chǎn)生大創(chuàng)意，如何辨識大創(chuàng)意 . . .等等。 For the next part of this presentation, we will show you a number of campaigns capaigns acknowledged by everyone as great campaigns. What we will illustrate to you is not that these campaigns started out that way rather that they were all ideas made big only by the manner in which they were developd, executed and sustained over time. For it is our contention that 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眾人公認的 偉大 campaigns。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 實現(xiàn)。 （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 campaign 最初賣給客戶的時候，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特的令人恢復(fù)及放松的 特質(zhì)。 （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 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“創(chuàng)意”或是“廣告資產(chǎn)” 的意義之能力。在他們的提案中有一部分 是要確認出廣告中的“創(chuàng)意”。 But I think there are important implications: 但我認為其中有幾項重要的意義： 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， 就會被以不合適為理由而放棄。 4. A more general point: as there appears to be a fair amount of confusion about the difference between ideas and properties, perhaps more formal Unilever advertising courses should have practical sessions where those differences (ideas and properties) are examined in detail. 總括來講：由于大家對創(chuàng)意及資產(chǎn)之間的差異似乎有很大的 困惑，也許在 Unilever 較正式的廣告課程中應(yīng)該包含實務(wù)方 面的講習(xí)會，詳細地檢視那些差異（創(chuàng)意及資產(chǎn)）。如果你的代理商以這種方式 表達并告訴你下列的創(chuàng)意想法 — 你會不會大叫：“我找到 了！這是一個大創(chuàng)意！” The product is a coffee called “Red Mountain.” 這個產(chǎn)品是一種叫“紅山”的咖啡。 （三支 “紅山”廣告片） 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. 時間將會證實這是否為一個真正的大創(chuàng)意。 （三支 Persilo 廣告片：摩托車篇 / 上床時間故事篇 / 最喜愛的 襯衫篇） Now please show Oxo. （ SHOW 3 NEW OXO KATIES） 現(xiàn)在看看 Oxo。 When first presented was that a big idea ? 當(dāng)這個創(chuàng)意在最初提出的時候，是否就是一個大創(chuàng)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 (merc