【正文】 rticular 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(gè)月以前我在澳洲停留了一個(gè)禮拜。 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”。 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(xiàng)要求中的文字做開始： “如何對(duì)廣告代理商做簡報(bào)以便產(chǎn)生大創(chuàng)意，如何辨識(shí)大創(chuàng)意 . . .等等。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)。 （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。 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?cè)鞠胍? 某些國家采用的 campaign， 就會(huì)被以不合適為理由而放棄。如果你的代理商以這種方式 表達(dá)并告訴你下列的創(chuàng)意想法 — 你會(huì)不會(huì)大叫：“我找到 了！這是一個(gè)大創(chuàng)意！” The product is a coffee called “Red Mountain.” 這個(gè)產(chǎn)品是一種叫“紅山”的咖啡。 （三支 Persilo 廣告片：摩托車篇 / 上床時(shí)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。 Let?s see two more : (SHOW HEINEKEN: SLAVE SHIP / SITTING DUCKS) 讓我們?cè)倏磧芍В? （海尼根： 奴隸船篇 / 鴨子篇） I will show one more and then we will summarise and draw conclusions. 我要再給大家看一個(gè) campaign ， 然后我會(huì)做個(gè)總結(jié)。 （飛機(jī)篇 /馬車篇 /鳥篇 [柯達(dá) ]） Duracell is again No. 1. This campaign is on its way to being something you could describe as having or being a Big Idea . 金鼎電池再度坐上第一名的寶座。 On the same subject : briefing, we believe there is a strong case for an addition to the document relating to brand personality . 關(guān)于簡報(bào)，我們認(rèn)為有關(guān)品牌個(gè)性的資料中非常需要加入另 一項(xiàng)重點(diǎn)。） On going Campaigns 持續(xù)的 campaigns All too often working on the next execution of a campaign is seen as creating a “new mercial” that is virtually identical to the old one it is supposed to replace.（ Unilever brand managers very often ask for a new mercial and then set down guidelines based on the previous mercial which make it virtually impossible to do anything new . 人們通常認(rèn)為一個(gè) campaign中繼續(xù)執(zhí)行活動(dòng)的發(fā)展，就是創(chuàng)作出一個(gè)“新的廣告片”，而這只新片要與其所要取代的舊片完全一致。 This is also vital when extending a campaign into another medium. Let?s look at an example. Here are two mercials for Surf detergent, they are from a campaign called “Homemovies.” （ SHOW： SURF STOLZ AND SULLIVANS） 這點(diǎn)在利用其他媒體來延伸廣告活動(dòng)時(shí)也非常重要。 There are , of course , some things that we should do: 當(dāng)然，有些事則是我們應(yīng)該做的： Response to the Briefing 對(duì)簡報(bào)的反應(yīng) We know that it is all too easy to accept a briefing from a client even thought we know in our heart of hearts it is unlikely to stimulate either great creative thinking or great advertising . 我們都知道要接受客戶給的簡報(bào)實(shí)在是太容易了，即使我們?cè)趦?nèi) 心深處非常明白這份簡報(bào)并不太可能激發(fā)偉大的創(chuàng)意想法或是偉 大的廣告。 Unilever believes that longterm properties usually have with them a big idea and Unilever needs more of them . Unilever 也相信，長期資產(chǎn)中通常包含了一個(gè)大創(chuàng)意 —而Unilever 需要有更多這樣的大創(chuàng)意。 Therefore, we suggest very strongly that you should not conclude that because you have a property that you necessarily have an idea or a long term campaign. 因此，我們大聲呼吁各位不應(yīng)如此推論 — 以為只要擁有資產(chǎn)就必定擁有創(chuàng)意或是長期 campaign 。 It argues that the onus of responsibility on every 。而在發(fā)展的過程中，各位應(yīng)該以 UPGA 原則為導(dǎo)引。 Mather, agree wholeheartedly with this objective and believe the way to achieve this end is to start by defining what is meant by an Idea . 奧美全心全意贊同此一目標(biāo)，并且相信達(dá)到此一目標(biāo)的方法就是從界定創(chuàng)意構(gòu)想的意義開始著手。然而，我們應(yīng)該準(zhǔn)備多做這類的事，而且，的確，客戶也應(yīng)期待我們這么做。這里有兩支 Surf 洗衣粉的廣告片，是從一個(gè)叫“家庭電影” 的 campaign 中選出來的。 On the other hand, we know that the writers and art directors at cdpfight to work on the Hamlet mercial. Why? Because each execution has an idea in its own right which develops and keeps fresh the original “core idea.” 在另一方面，我們知道 CDP 廣告公司的撰文人員和藝術(shù)指導(dǎo)都 爭先恐后地想要為哈姆雷特雪茄發(fā)展新的廣告片。 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 . 大部分我們所贊賞的“大創(chuàng)意”都是以不可磨滅的鮮明個(gè)性影響品牌。 Before I summarise we thought it might be usef