【文章內(nèi)容簡介】 rodying 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. 代理商是這么說的：其創(chuàng)意為 — 以一種不當(dāng)真的方式模仿真正 煮咖啡的聲音，籍此讓人們覺得此一品牌擁有接近純正的咖啡 口味。 ? The property is the way in which the sounds of coffee making is produced. 其資產(chǎn)為制造煮咖啡聲音的方法。 ? Big Idea ? Let’ s see. (SHOW 3 RED MOUNTAIN SPOTS) 大創(chuàng)意？ 讓我們看看。 （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(shí)這是否為一個真正的大創(chuàng)意。但是它看起來似乎具 有創(chuàng)意的所有組成因素 — 如果能將此資產(chǎn)繼續(xù)別具創(chuàng)意地發(fā)展 — 它極有可能成為一個大創(chuàng)意。 ? Each mercial is, in its own right, interesting not just a cookiecutter of the last. 上述每支廣告片都有其獨(dú)特的趣味 — 并非如出一轍。 ? Let me show you two campaigns. Two campaigns that have built two massive brands. （ SHOW 3 PERSIL： MOTOR BIKE / BEDTIME STORY/ FAVOURITE SHIRT） 我現(xiàn)在要給大家看兩個 campaigns .這兩個 campaign 建立了兩 個重大品牌。 （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。 （三支新的 Oxo 凱蒂主婦廣告片） ? Those two campaigns are, Ibelieve, great campaigns that can only be described as Big Ideas. 我相信那個 campaigns 是偉大的 campaigns ，只能用大創(chuàng)意來 形容。 ? But what are they ? 但它們究竟是什么？ ? 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. 簡單地說， Persil 的創(chuàng)意是： 使用 Persil， 其優(yōu)越的潔白效果， 可以證明媽媽有更多的關(guān)懷，其資產(chǎn)為： 兒子，媽媽以及潔白 效果。 ? Would you have bought that as a big idea? 你是否會覺得這是一個大創(chuàng)意而把它買下來？ ? 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. 它是以一個叫凱蒂的家庭主婦具體表現(xiàn)出家庭的基本力量及相關(guān)性 .其資產(chǎn)為：凱蒂，打開產(chǎn)品包裝的動作，家庭以及語調(diào)。 ? 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 (mercial by mercial) these campaigns prove it. 如果有證據(jù)可以證明大創(chuàng)意在出生的時候都僅僅是創(chuàng)意而已，由 于哺育的方式以及保持現(xiàn)代感跟相關(guān)性 （一支廣告片接著一支廣 告片持續(xù)下去）才會變大 — 那么這些 campaigns 就是最佳證明。 ? Let me show you one of the campaigns that caused considerable confusion in Malaysia. (SHOW I HEINEKEN: POLICEMEN’ S FEET) 我要給大家看看在馬來西亞引起極大困惑的一個 campaign 。 （海尼根 ： 警察的腳 ） ? 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 . 那是在一個極為成功的 campaign 中第一支上檔的廣告片，我猜 由于代理商決定要以清涼作為基本策略，因此他們面臨了一個 “雷同問題” — 而那是存在于該產(chǎn)品類別之中的問題。 ? 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. 核心創(chuàng)意為：運(yùn)用視覺夸張法以及諷刺性的幽默來說明，由于其 驚人的清涼資產(chǎn)，因此海尼根能使身體的各部位復(fù)蘇。 ? Let’ s see two more : (SHOW HEINEKEN: SLAVE SHIP / SITTING DUCKS) 讓我們再看兩支： （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 campaign ， 然后我會做個總結(jié)。 ? The next four mercials are for Duracell. Maybe 15 years ago Duracell advertised their battery like this: (SHOW ONE : PINK RABBIT) 接下來是四支金鼎電池的廣告片。可能是在 15年前，金鼎是以 這種方式為其電池產(chǎn)品作廣告： （粉紅兔篇） ? The idea: Use battery operated toys to visually demonstrate the longer life propertise of Duracell batterise pared to petition . 創(chuàng)意： 運(yùn)用電池使玩具運(yùn)轉(zhuǎn)，以便在電視上示范金鼎電池比競爭 對手有壽命較長的資產(chǎn)。 ? The property: the “ slam” device at the end . 資產(chǎn)： 片尾砰然合起的電池。 ? Big Idea? Maybe . But it was dropped in favour of 4 or 6 or 8 other campaigns that then ran. Sales declined . 大創(chuàng)意？ 也許是。但這個創(chuàng)意在后來進(jìn)行的其他 4 8個 campaigns 之中就被舍棄了。因此銷售量銳減。 ? When Ogilvy in New York were appointed, we went back to that idea and have stayed with it ever since . (SHOW 3: AIRPLANES / CHARIOTS / BIRDS [KODAK]) 當(dāng)紐約奧美接到這個客戶時，我們回溯到原來的創(chuàng)意，并持續(xù)其 做法。 （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。這個 campaign 正逐漸發(fā)展成 為我們所謂的大創(chuàng)意。 ? Before I summarise we thought it might be useful to offer you a few practical suggestions that may help “ generate, develop and nurture big ideas.” 在我做總結(jié)之前，我們認(rèn)為提供各位一些有助于“發(fā)想，發(fā)展， 養(yǎng)育大創(chuàng)意”的實(shí)際建議可能非常有用。 ? Agency Briefings 代理商簡報(bào) ? We think that the agency briefing formats you use are generally very good . The UPGA section on briefing is extremely clear . BUT . . . 我們認(rèn)為各位所用的代理商簡報(bào)格式大致上而言非常好。 UPGA中 說明簡報(bào)的部分也極為清楚。 但是 . . . ? The fact is that these formats are seldom used. Particularly outside the U . K . 事實(shí)上各位很少使用這些表格。特別是在英國以外的地區(qū)。 ? Anything you and your colleagues can do to enforc