奧美廣告春季訓(xùn)練教材BIGIDEA大創(chuàng)意5

奧美廣告公司1989年春季訓(xùn)練教材BIGIDEA大創(chuàng)意Preparedby：RichardFowlerWorldwideCreativeDirector-UnileverOgilvy&Mather，LondonDate：April，1989

JustoveramonthagoIspentaweekinAustralia.DuringthatvisitIwasaskedtoconductathree-hourCreativeSeminarwiththeseniormanagersofallUnilevercompanies.KnowingthatIwasduetogiveaparticularquestioninmind.Thequestionwasthis:dotheseniormanagersofUnilevercompanies(andIincludetheiragenciesinthis)agreeonwhatabigideais?Andcanwearticulatethedifference-ifany-betweenanadvertisingpropertyandanadvertisingidea?幾個(gè)月以前我在澳洲停留了一個(gè)禮拜。在那個(gè)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(gè)小時(shí)的創(chuàng)意講習(xí)會(huì)。因?yàn)槲以谝粋€(gè)月以前就知道要演講，因此我以自己心中一個(gè)特別的問(wèn)題做為著廠講習(xí)會(huì)的架構(gòu)。這個(gè)問(wèn)題是：Unilever旗下公司的資深經(jīng)理人員（也包括他們的廣告代理商）是否對(duì)什么是大創(chuàng)意有所共識(shí)？而我們是否能清楚分辨廣告資產(chǎn)及一個(gè)廣告創(chuàng)意之間的差異？——如果有差異的話。DuringthatseminarIshowed

manycampaignsoPersil（goingbackasfaras1963）,DoveSoapU.S.(goingbacktenyears),MarlboroTV(goingback18years),HamletcigarsU.K.(goingback20years),SurfU.S.(goingback5years),BrookeBondP.G.Tips“Chimps”(goingback30years),andanumberofothers.在那場(chǎng)講習(xí)中,我給他們看了許多系列廣告活動(dòng)：Persil（追溯到1963年），美國(guó)Dove香皂（追溯到10年前），萬(wàn)寶路電視廣告（追溯到18年前），英國(guó)哈姆雷特雪茄（追溯到20年前），美國(guó)Surf洗衣粉（追溯到30年前），還有許多其他的系列廣告活動(dòng)。Eachtimeshowedacampaign，Iaskedthe

membersofthe

seminartowritedown-sothatwecoulddiscussitlater-whateachdefinedasthe“BigIdea”intheadvertising，andthe“advertisingproperty”。每次我給他們看過(guò)一個(gè)，為了方便稍后的討論，我要求在場(chǎng)的每一位人士寫(xiě)下來(lái)—廣告中的“大創(chuàng)意”是什么，“廣告資產(chǎn)”是什么。Ihavetotellyou,therewasverylittleagreementaboutwhichwaswhichwhenwecametodiscussthecampaigns.Moreover,therewasconsiderabledisagreement,campaignbycampaign,aboutwhatthebigideawasineachcampaignandinmanycasesevenwhatthepropertywas.我必須告訴你們，當(dāng)我們?cè)谟懻撨@些campaigns時(shí)，對(duì)于究竟何為“大創(chuàng)意”，何為“廣告資產(chǎn)”這些問(wèn)題很少達(dá)成協(xié)議，尤有甚者，關(guān)于每個(gè)campaign中其大創(chuàng)意為何--在許多個(gè)案中，甚至連其廣告資產(chǎn)為何--都有不少的歧見(jiàn)。Thepointoftellingyouthis—andconductingthatseminarthewayIdid—wasnotto“catchsomeoneout”,ustohelpyoudoheretoday.我之所以告訴大家這點(diǎn)，以及以這種方式來(lái)舉行講習(xí)會(huì)的原因，并不是為了要“逮住人們的錯(cuò)誤”，而是要突顯今天我們所要幫助各位了解的大創(chuàng)意其重要性。Thedeclaredaimofthisconferenceisstatedthus,Iparaphrase:我將那次會(huì)議的目的摘錄于下：“Withtheincreasedemphasisbeinggiventotheimportanceofcreatingandmaintaininglong-termbrandproperties,itisfeltrightto…(havethisconference)...formedaroundtheconceptof‘CreatingtheBigIdea,’thepurposebeingtodemonstratethatlong-livedpropertiesofthesortweareseekingusuallyhavewithinthem‘a(chǎn)bigidea’andthatUnileverneedsmore.”

“由于有愈來(lái)愈多的人強(qiáng)調(diào)創(chuàng)作并維持長(zhǎng)期品牌資產(chǎn)的重要性，我們認(rèn)為應(yīng)當(dāng)...（舉行這項(xiàng)會(huì)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(zhǎng)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)”。Therequestyoumadtous-youragencies,andinthiscasespecificallytoOgilvy&Mather-was”...notonlytobringexamplesof‘bigideas’butalsotocoversuchareasashowtobriefagenciestocreatebigideas,howtorecognisethem,andhowtodevelopandsustainthembothinternationallyandovertime.”Unilever對(duì)我們的要求—包括其廣告代理商，在今天這種情形特別是對(duì)奧美—“不只是給大家看看‘大創(chuàng)意’的范例，并且還要涉及在國(guó)際性及長(zhǎng)期性方面，如何向廣告代理商做簡(jiǎn)報(bào)以便產(chǎn)生大創(chuàng)意，如何辨識(shí)大創(chuàng)意，以及如何發(fā)展并維持大創(chuàng)意等范圍?！盬ewill,overthenext60minutes,addressthissubjectfromapoint-of-viewthatwethinkisvirtuallyguaranteedtohelpUnilevercompaniesimprovetheirsuccessrateinobtaining“BigIdea”.在接下來(lái)的60分鐘內(nèi)，我們要簡(jiǎn)述這項(xiàng)主題—從我們認(rèn)為對(duì)Unilever公司改善其獲得“大創(chuàng)意”的成功率有實(shí)際保證的觀點(diǎn)來(lái)講。We’’regoingtostartbyaskingyoutoexaminethetermsofyourrequest:“Howtobriefagenciestocreatebigideas,howtorecognisebigideas,etc.”我們要要從檢檢視Unilever這這項(xiàng)項(xiàng)要求求中的的文字字做開(kāi)開(kāi)始：：“如何何對(duì)廣廣告代代理商商做簡(jiǎn)簡(jiǎn)報(bào)以以便產(chǎn)產(chǎn)生大大創(chuàng)意意，如如何辨辨識(shí)大大創(chuàng)意意...等等等。””Inherentinthatistheassuptionthatbigideascomeintothisworldas““big”-andwesubmitthatthatisaverydangerousassumption.Wesubmitthat““BigIdeas””comeintothisworldmerelyasideas-withthepotentailtobebig.Someone-you，，youragency-thenhastoseethatitbecomesaBigIdea.在這項(xiàng)項(xiàng)要求求中具具有一一項(xiàng)假假設(shè)——大創(chuàng)創(chuàng)意在在產(chǎn)出出時(shí)就就很““大””—我們必必須提提出，，這是是一項(xiàng)項(xiàng)很危危險(xiǎn)的的假設(shè)設(shè)。事事實(shí)上上，““大創(chuàng)創(chuàng)意””在生出出來(lái)的的時(shí)候候都只只是““創(chuàng)意意”而而已——然而而卻具具有成成為大大創(chuàng)意意的潛力力。然然后有有一些些人——客戶戶，代代理商商—必必須在在旁小小心看看護(hù)，，使其長(zhǎng)長(zhǎng)成一一個(gè)大大創(chuàng)意意。Forthenextpartofthispresentation,wewillshowyouanumberofcampaigns-capaignsacknowledgedbyeveryoneasgreatcampaigns.Whatwewillillustratetoyouisnotthatthesecampaignsstartedoutthatway-ratherthattheywereallideasmadebigonlybythemannerinwhichtheyweredevelopd,executedandsustainedovertime.Foritisourcontentionthattherearenobigideasinitially-thereareonlyideas-madebigbystrong-minded,disciplinedandadventurousclientsworkingwithstrong-minded,disciplinedandhighlycreativepeople.這場(chǎng)演演講接接下來(lái)來(lái)的部部分，，我們們要給給大家看看一些些campaigns--眾眾人公公認(rèn)的的偉大campaigns。我我們要要為大大家描描述的并不不是這這些campaigns的的著手手方式式而是它它們僅僅靠參參與者者發(fā)展展，執(zhí)執(zhí)行及及長(zhǎng)期持持續(xù)的的態(tài)度度而變變大。。我們們主張張沒(méi)有任任何創(chuàng)創(chuàng)意一一開(kāi)始始就是是大創(chuàng)創(chuàng)意——一開(kāi)始始都只只是創(chuàng)創(chuàng)意而而已，，經(jīng)由由具強(qiáng)強(qiáng)烈心態(tài)態(tài)，有有紀(jì)律律，不不畏冒冒險(xiǎn)的的客戶戶以及具具強(qiáng)烈烈心態(tài)態(tài)，有有紀(jì)律律，具具高度度創(chuàng)意能能力的的人加加以哺哺育，，才會(huì)會(huì)變大大。Itisourcontentionthatwhatwemustlearntorecogniseisthecoreidea.Ifthiscoreideahasthepotentialtobeabigidea,itwillbecomesoonlyafteranumberofadvertisementshavebeendonethatbringthatcoreideatolife.我們認(rèn)認(rèn)為我我們必必須學(xué)學(xué)習(xí)如如何辨辨認(rèn)核核心創(chuàng)創(chuàng)意。。如果果核心心創(chuàng)意意有潛潛力成為大大創(chuàng)意意，只只有在在做了了許多多廣告告賦予予核心心創(chuàng)意意生命命之后后，才才會(huì)實(shí)現(xiàn)。。Further,wehopetoshowyouthatanadvertisingpropertywhilsthighlydesirableandeagerlytobepursuedisnosubstituteonitsownforagreatcampaignconsistentlyandrelentlesslykeptrelevantandalive.更進(jìn)一一步地地說(shuō)，，我我們希希望讓讓大家家知道道，一一個(gè)人人人渴渴望并并且急急切追追求的廣廣告資資產(chǎn)，，并不不能取取代持持續(xù)一一貫，，毫不不放松松地保保持相相關(guān)性性及活躍力力的偉偉大campaign。。Incidentally,everycampaignwewillshowyouistotallyconsistentwith,andcouldeasilyhavebeendevelopedwithin,theexcellentguidelinesoutlinedinthenewU.P.G.A.不過(guò)順順帶一一提，，我要要給大大家看看的每每個(gè)campaign都都完全全符合合由Unilever偉偉大廣廣告計(jì)計(jì)劃（（U.P.G.A.））所所勾勒勒出的的杰出出指引引，同時(shí)如如果根根據(jù)這這些指指引作作業(yè)，，都可可以輕輕易地地發(fā)展展出來(lái)來(lái)。Iwillstartusoffwithacampaignthathasbeenrunningextraordinarilysuccessfullyfor20yearsinEngland.(SHOWONEHAMLET:COLUMBUS)我要以以一個(gè)個(gè)在英英國(guó)極極為成成功地地進(jìn)行行了20年年的campaign做做為開(kāi)開(kāi)始。。（哈姆姆雷特特雪茄茄：哥哥倫布布篇））Whenthiscampaignwasfirstsold,thecentralideamusthavebeenthis:thatinthefaceoflife’’slittleupsanddowns,Hamletcigarshaveuniquerestorativeandrelaxingqualities.當(dāng)這個(gè)個(gè)campaign最最初賣賣給客客戶的的時(shí)候候，其其中心心創(chuàng)意意必定定是這這樣：：面對(duì)生生命中中的起起伏，，哈姆姆雷特特雪茄茄具有有獨(dú)特特的令令人恢恢復(fù)及及放松松的特質(zhì)。。ThepropertywillbeamusicalthereoccuringinthecommercialalwaysatthemomentwhenHamletcomestotherescue.其資產(chǎn)產(chǎn)為在在廣告告中總總是在在哈姆姆雷特特雪茄茄前來(lái)來(lái)搭救救之時(shí)時(shí)所出出現(xiàn)的的主題音樂(lè)樂(lè)。Nowhadsomeonesaidthattoyou20yearsago-wouldyouhavesaid-““Eureka!Thebigidea””.Idoubtit.現(xiàn)在在假假設(shè)設(shè)在在20年年前前對(duì)對(duì)你你這這樣樣建建議議，，你你是是否否會(huì)會(huì)說(shuō)說(shuō)：：““我我找找到到了了??！這就就是是大大創(chuàng)創(chuàng)意意??！””————我我懷懷疑疑。。But20yearslaater,afterthatlittleideahasbeennurtured,persistentlyandconstantlykeptfresh-it’’sanotherstory.（SHOW:PHOTOBOOTH/INCONVENIENCE/TOUPEE)但在在20年年后后，，當(dāng)當(dāng)年年的的那那個(gè)個(gè)小小創(chuàng)創(chuàng)意意經(jīng)經(jīng)過(guò)過(guò)哺哺育育，，持持續(xù)續(xù)一一貫貫地地保保持持新新鮮，，已已不不可可同同日日而而語(yǔ)語(yǔ)。。（照照相相亭亭篇篇/不不方方便便篇篇/假假發(fā)發(fā)篇篇））BeforeIshowyouthenextcampaign,letmetalkabout“our””(yoursandour)inabilitytoarticulateoridentifywhatwejointlymeanby““anidea””oran““advertisingproperty.””在給給大大家家看看下下一一個(gè)個(gè)campaign之之前前，，我我要要談?wù)務(wù)務(wù)劇啊拔椅覀儌儭薄保ǎǜ鞲魑晃患凹拔议T門））所所缺缺乏乏的的能能力力——分分辨辨或或確確認(rèn)認(rèn)““創(chuàng)創(chuàng)意意””或或是是““廣廣告告資資產(chǎn)產(chǎn)””的意意義義之之能能力力。。IhavejustreturndefromSoutheastAasia.AmongotherthingsIranasessioninMalaysiawithUnileverBrandManagersandagencyalongthesamelinesaswedidinAustralia-withmuchthesameresuult-thesameproblemindistinguishingbetween““anidea””and““aproperty.””我剛剛剛剛從從東東南南亞亞回回來(lái)來(lái)。。除除了了其其他他的的公公務(wù)務(wù)以以外外，，我我在在馬馬來(lái)來(lái)西西亞亞為為Unilever的的品品牌牌經(jīng)經(jīng)理理以以及及代代理理商商舉舉行行了了一一個(gè)個(gè)講講習(xí)習(xí)會(huì)會(huì)，，其其主主題題跟跟我們們?cè)谠诎陌闹拗匏v講的的一一樣樣，，而而結(jié)結(jié)果果也也幾幾乎乎一一樣樣——同同樣樣有有辨辨識(shí)識(shí)““創(chuàng)創(chuàng)意””及及““資資產(chǎn)產(chǎn)””之之區(qū)區(qū)別別的的問(wèn)問(wèn)題題。。Ialso,alongwithRonLatham,satonapanelataUnileverMarketingCoursewheretheparticipantspresentedexamplesof““good””and““bad””advertising.Asapartoftheirpresentation,theyweretoidentify““theidea.””Inmanycasestheysaidthe““idea””wastosellTVsetsorshampooorwhatever.我跟跟RonLatham一一起起評(píng)評(píng)審審在在Unilever行行銷銷課課程程中中，，參參加加人人員員所提提的的““好好””與與““壞壞””廣廣告告的的范范例例。。在在他他們們的的提提案案中中有有一一部部分分是要要確確認(rèn)認(rèn)出出廣廣告告中中的的““創(chuàng)創(chuàng)意意””。。在在許許多多個(gè)個(gè)案案中中，，提提案案者者認(rèn)認(rèn)為為廣告告的的““創(chuàng)創(chuàng)意意””是是要要賣賣電電視視機(jī)機(jī)，，洗洗發(fā)發(fā)精精或或什什么么的的。。IntheMalaysiansessionittookagoodtenortwentyminutesofdiscussiontogettothecoreoftheTimoteicampaign.But,aswesaidearlier,theexerciseisnotorwasnotintendedtopointfingersorcatchanyoneout.在這這場(chǎng)場(chǎng)馬馬來(lái)來(lái)西西亞亞的的講講習(xí)習(xí)會(huì)會(huì)中中，，我我們們花花了了10-20分分鐘鐘討討論論，，并并且且探討討到到蒂蒂慕慕蝶蝶camoaign的的核核心心。。但但是是，，如如同同前前面面所所說(shuō)說(shuō)，，這這項(xiàng)項(xiàng)練練習(xí)并并不不是是為為了了要要指指責(zé)責(zé)或或逮逮住住某某人人的的錯(cuò)錯(cuò)誤誤。。ButIthinkthereareimportantimplications:但我我認(rèn)認(rèn)為為其其中中有有幾幾項(xiàng)項(xiàng)重重要要的的意意義義：：1.Iftheunderlyingnatureoftheideaisnotunderstood,thenitiseasyforcountriesinwhichyouorwewishtousethecampaignintodismissitasinappropriate.Or,tomisinterprettheideaandhaveitfail.如果果創(chuàng)創(chuàng)意意的的基基本本性性質(zhì)質(zhì)不不被被了了解解，，那那么么各各位位或或我我們們?cè)颈鞠胂胍谠谀承┬﹪?guó)國(guó)家家采采用用的的campaign，，就就會(huì)會(huì)被被以以不不合合適適為為理理由由而而放放棄棄。?；蛘哒呤鞘钦`誤解解創(chuàng)創(chuàng)意意的的本本質(zhì)質(zhì)而而導(dǎo)導(dǎo)致致失失敗敗。。2.Iftheagencyandtheclientdonotunderstandoragreeonwhatthefundamentalideais,thentheabilitytorefreshthecampaignmaybediminishedandleadtodisagreement.如果果代代理理商商及及客客戶戶對(duì)對(duì)何何為為基基本本創(chuàng)創(chuàng)意意并并不不了了解解或或是是不不能能達(dá)達(dá)成成共共識(shí)，，那那么么講講campaign保保持持新新鮮鮮的的能能力力可可能能就就會(huì)會(huì)遭遭到到貶貶抑抑，，并導(dǎo)導(dǎo)致致歧歧見(jiàn)見(jiàn)。。3.Someguidelinesaretoomuchexecutionbased,anddonotgodeeplyenoughintowhy,I.E.,thecoreidea.某些些指指導(dǎo)導(dǎo)原原則則太太過(guò)過(guò)于于以以執(zhí)執(zhí)行行為為主主，，對(duì)對(duì)于于理理由由何何在在——亦亦即即核核心創(chuàng)創(chuàng)意意——并并不不夠夠深深入入。。4.Amoregeneralpoint:asthereappearstobeafairamountofconfusionaboutthedifferencebetweenideasandproperties,perhapsmoreformalUnileveradvertisingcoursesshouldhavepracticalsessionswherethosedifferences(ideasandproperties)areexaminedindetail.總括來(lái)講講：由于于大家對(duì)對(duì)創(chuàng)意及及資產(chǎn)之之間的差差異似乎乎有很大大的困惑，也也許在Unilever較較正式式的廣告告課程中中應(yīng)該包包含實(shí)務(wù)務(wù)方面的講習(xí)習(xí)會(huì)，詳詳細(xì)地檢檢視那些些差異（（創(chuàng)意及及資產(chǎn)））。ButIdigress.但我離題題了。ThecampaignI’mgoingtoshowyouisalsofromtheU.K.,butitisaverynewone.Soyoudecide.Hadyoubeenapproachedbyyouragencyandtoldthefollowing-wouldyouhavescreamed““Eureka-abigidea!””我要給大大家看的的這個(gè)campaign也也是英英國(guó)的，，但卻是是很新的的campaign。所所以你要要下判斷斷。如果果你的代代理商以以這種方方式表達(dá)并告告訴你下下列的創(chuàng)創(chuàng)意想法法—你你會(huì)不會(huì)會(huì)大叫：：“我找找到了！這是是一個(gè)大大創(chuàng)意！！”Theproductisacoffeecalled““RedMountain.””這個(gè)產(chǎn)品品是一種種叫“紅紅山”的的咖啡。。Theagencysaidsomethinglikethis:Theideais,thatbyparodyingtheaudiolanguageofrealaudiolanguageofrealcoffeemakinginatongue-in-cheekway,thebrandismovedclosertotheultimatecoffeetaste.代理商是是這么說(shuō)說(shuō)的：其其創(chuàng)意為為—以以一種不不當(dāng)真的的方式模模仿真正正煮咖啡的的聲音，，籍此讓讓人們覺(jué)覺(jué)得此一一品牌擁?yè)碛薪咏冋牡目Х瓤谖丁hepropertyisthewayinwhichthesoundsofcoffee-makingisproduced.其資產(chǎn)為為制造煮煮咖啡聲聲音的方方法。BigIdea?Let’’ssee.(SHOW3REDMOUNTAINSPOTS)大創(chuàng)意？？讓我我們看看看。（三支““紅山山”廣告告片）Timewilltellwhetherthisisatrulybigidea.Butitlookstousasifithasalltheingredientsofbeinganideathat,givenpropertydevelopmentcreatively,couldbebuiltintoabigone.時(shí)間將會(huì)會(huì)證實(shí)這這是否為為一個(gè)真真正的大大創(chuàng)意。。但是它它看起來(lái)來(lái)似乎具具有創(chuàng)意的的所有組組成因素素—如果果能將此此資產(chǎn)繼繼續(xù)別具具創(chuàng)意地地發(fā)展——它極有可可能成為為一個(gè)大大創(chuàng)意。。Eachcommercialis,initsownright,interesting-notjustacookie-cutterofthelast.上述每支支廣告片片都有其其獨(dú)特的的趣味——并非非如出一一轍。Letmeshowyoutwocampaigns.Twocampaignsthathavebuilttwomassivebrands.（SHOW3PERSIL：MOTORBIKE/BEDTIMESTORY/FAVOURITESHIRT）我現(xiàn)在要要給大家家看兩個(gè)個(gè)campaigns.這兩個(gè)個(gè)campaign建立立了兩個(gè)重大品品牌。（三支Persilo廣廣告片：：摩托車車篇/上床床時(shí)間故故事篇/最最喜愛(ài)的的襯衫篇））NowpleaseshowOxo.（SHOW3NEWOXOKATIES）現(xiàn)在看看看Oxo。（三支新新的Oxo凱凱蒂主婦婦廣告片片）Thosetwocampaignsare,Ibelieve,greatcampaignsthatcanonlybedescribedasBigIdeas.我相信那那個(gè)campaigns是是偉大大的campaigns，，只能能用大創(chuàng)創(chuàng)意來(lái)形容。Butwhatarethey?但它們究究竟是什什么？InshorthandtheaPersilideais:thatuseofPersil-withitssuperiorwhitening-isevidenceofamorecaringMum(Mother).Theproperties:ason,amum,andwhiteness.簡(jiǎn)單地說(shuō)說(shuō)，Persil的的創(chuàng)意是是：使使用Persil，其其優(yōu)越越的潔白白效果，，可以證明明媽媽有有更多的的關(guān)懷，，其資產(chǎn)產(chǎn)為：兒兒子，，媽媽以以及潔白白效果。Wouldyouhaveboughtthatasabigidea?你是否會(huì)會(huì)覺(jué)得這這是一個(gè)個(gè)大創(chuàng)意意而把它它買下來(lái)來(lái)？AndtheOXOcampaign?Oxo的的campaign呢呢？ItisaboutthefundamentalstrengthandrelevanceofthefamilyembodiedinamothercalledKatie.Theproperty:Katie,unwrappingthecube,thefamilyandthetoneofvoice.它是以一一個(gè)叫凱凱蒂的家家庭主婦婦具體表表現(xiàn)出家家庭的基基本力量量及相關(guān)關(guān)性.其其資產(chǎn)為為：凱蒂蒂，打開(kāi)開(kāi)產(chǎn)品包包裝的動(dòng)動(dòng)作，家家庭以及及語(yǔ)調(diào)。。Whenfirstpresentedwasthatabigidea?當(dāng)這個(gè)創(chuàng)創(chuàng)意在最最初提出出的時(shí)候候，是否否就是一一個(gè)大創(chuàng)創(chuàng)意呢？？IfevertherewasproofthatallBigIdeasstartoutassimplyideasandbecomeBigbecauseofthewaytheyarenurturedandkeptcontemporaryandrelevant(commercialbycommercial)-thesecampaignsproveit.如果有證證據(jù)可以以證明大大創(chuàng)意在在出生的的時(shí)候都都僅僅是是創(chuàng)意而而已，由由于哺育的的方式以以及保持持現(xiàn)代感感跟相關(guān)關(guān)性（（一支廣廣告片接接著一支支廣告片持續(xù)續(xù)下去））才會(huì)變變大—那那么這些些campaigns就就是最佳佳證明。。LetmeshowyouoneofthecampaignsthatcausedconsiderableconfusioninMalaysia.(SHOWIHEINEKEN:POLICEMEN’’SFEET)我要給大大家看看看在馬來(lái)來(lái)西亞引引起極大大困惑的的一個(gè)campaign。。（海尼根根：警警察的的腳））Thatwasthefirstcommercialtoruninthishighlysuccessfulcampaign.Iwouldhypothesizethathavingdecideduponrefreshmentasthebasicstrategy,theagencywasfacedwitha““me-toproblem””thatwasacategorynorm.那是在一一個(gè)極為為成功的的campaign中第第一支上上檔的廣廣告片，，我猜由于代理理商決定定要以清清涼作為為基本策策略，因因此他們們面臨了了一個(gè)“雷同問(wèn)問(wèn)題”——而那是是存在于于該產(chǎn)品品類別之之中的問(wèn)問(wèn)題。Thecoreidea:BytheuseofvisualhyperboleandsardonichumorassertthatHeinekencanrevivepartsofthebody(andanythingelse)becauseofitsamazingrefreshingproperties.核心創(chuàng)意意為：運(yùn)運(yùn)用視覺(jué)覺(jué)夸張法法以及諷諷刺性的的幽默來(lái)來(lái)說(shuō)明，，由于其其驚人的清清涼資產(chǎn)產(chǎn)，因此此海尼根根能使身身體的各各部位復(fù)復(fù)蘇。Let’’sseetwomore:(SHOWHEINEKEN:SLAVESHIP/SITTINGDUCKS)讓我們?cè)僭倏磧芍еВ海êＤ岣号`船篇篇/鴨鴨子篇篇）Iwillshowonemoreandthenwewillsummariseanddrawconclusions.我要再給給大家看看一個(gè)campaign，，然然后我會(huì)會(huì)做個(gè)總總結(jié)。ThenextfourcommercialsareforDuracell.Maybe15yearsagoDuracelladvertisedtheirbatterylikethis:(SHOWONE:PINKRABBIT)接下來(lái)是是四支金金鼎電池池的廣告告片?？煽赡苁窃谠?5年年前，金金鼎是以以這種方式式為其電電池產(chǎn)品品作廣告告：（粉紅兔兔篇）Theidea:UsebatteryoperatedtoystovisuallydemonstratethelongerlifepropertiseofDuracellbatterisecomparedtocompetition.創(chuàng)意：運(yùn)運(yùn)用電電池使玩玩具運(yùn)轉(zhuǎn)轉(zhuǎn)，以便便在電視視上示范范金鼎電電池比競(jìng)競(jìng)爭(zhēng)對(duì)手有壽壽命較長(zhǎng)長(zhǎng)的資產(chǎn)產(chǎn)。Theproperty:the““slam”deviceattheend.資產(chǎn)：片片尾砰砰然合起起的電池池。BigIdea?Maybe.Butitwasdroppedinfavourof4or6or8othercampaignsthatthenran.Salesdeclined.大創(chuàng)意？？也許許是。但但這個(gè)創(chuàng)創(chuàng)意在后后來(lái)進(jìn)行行的其他他4-8個(gè)campaigns之之中就就被舍棄棄了。因因此銷售售量銳減減。WhenOgilvyinNewYorkwereappointed,wewentbacktothatideaandhavestayedwithiteversince.(SHOW3:AIRPLANES/CHARIOTS/BIRDS[KODAK])當(dāng)紐約奧奧美接到到這個(gè)客客戶時(shí)，，我們回回溯到原原來(lái)的創(chuàng)創(chuàng)意，并并持續(xù)其其做法。（飛機(jī)篇篇/馬車車篇/鳥(niǎo)鳥(niǎo)篇[柯達(dá)]）DuracellisagainNo.1.Thiscampaignisonitswaytobecomingsomethingyoucoulddescribeashaving-orbeing-aBigIdea.金鼎電池池再度坐坐上第一一名的寶寶座。這這個(gè)campaign正正逐漸發(fā)發(fā)展成為我們所所謂的大大創(chuàng)意。。BeforeIsummarisewethoughtitmightbeusefultoofferyouafewpracticalsuggestionsthatmayhelp““generate,developandnurturebigideas.””在我做總總結(jié)之前前，我們們認(rèn)為提提供各位位一些有有助于““發(fā)想，，發(fā)展，，養(yǎng)育大創(chuàng)創(chuàng)意”的的實(shí)際建建議可能能非常有有用。AgencyBriefings代理商簡(jiǎn)簡(jiǎn)報(bào)Wethinkthattheagencybriefingformatsyouusearegenerallyverygood.TheUPGAsectiononbriefingisextremelyclear.BUT...我們認(rèn)為為各位所所用的代代理商簡(jiǎn)簡(jiǎn)報(bào)格式式大致上上而言非非常好。。UPGA中說(shuō)明簡(jiǎn)報(bào)報(bào)的部分分也極為為清楚。。但但是...Thefactisthattheseformatsareseldomused.ParticularlyoutsidetheU.K.事實(shí)上各各位很少少使用這這些表格格。特別別是在英英國(guó)以外外的地區(qū)區(qū)。Anythingyouandyourcolleaguescandotoenforceyourownrulescouldmakeasignificantdifferencetothestandardofbriefingandthusthefinaladvertising.各位為了了實(shí)行規(guī)規(guī)則所做做的努力力都能使使簡(jiǎn)報(bào)的的水準(zhǔn)和和最終的的廣告產(chǎn)產(chǎn)生很大大的不同同。Onthesamesubject:briefing,webelievethereisastrongcaseforanadditiontothedocumentrelatingtobrandpersonality.關(guān)于簡(jiǎn)報(bào)報(bào)，我們們認(rèn)為有有關(guān)品牌牌個(gè)性的的資料中中非常需需要加入入另一項(xiàng)重點(diǎn)點(diǎn)。Inthecurrentbriefingoutlinealotofattentionispaidtopositioningandproductperformancebutverylittletowhothebrandis.在現(xiàn)有的的簡(jiǎn)報(bào)綱綱要中，，大部分分的注意意力都放放在定位位及產(chǎn)品品功能方方面，卻卻很少注注意到產(chǎn)產(chǎn)品是誰(shuí)誰(shuí)。Mostofthe““bigideas”wealladmireimbuethebrandwithanindeliblecharacter.Ifweareunabletodefinewhatthatis,itprobablypointsupadeficiencyinthebrand’sadvertising.大部分分我們們所贊贊賞的的“大大創(chuàng)意意”都都是以以不可可磨滅滅的鮮鮮明個(gè)個(gè)性影影響品品牌。。如果果我們們無(wú)法法界定定出其其個(gè)性性，可可能就就會(huì)使使品牌牌廣告告殘缺缺不全全。Ifwestartwritingbrandpersonalitiesasanobligatoryaddendumtothesedocuments,wewouldbemorelikelytomaintainandbuildabrand’spersonality,andverypossiblywemightbreathemorelifeintothecreativeworkitself.如果我我們開(kāi)開(kāi)始撰撰寫(xiě)品品牌個(gè)個(gè)性，，將其其視為為簡(jiǎn)報(bào)報(bào)資料料中必必須包包含的的項(xiàng)目，那那么我我們就就比較較能夠夠建立立并維維持一一項(xiàng)品品牌個(gè)個(gè)性，，而且且很可可能可以為為創(chuàng)意意作品品本身身注入入更多多的生生命力力。Afinalwordonbriefing.Thebrandbenefitinmoststrategiesisusuallywritteninextraordinarilybanaltermsandisfirthemostparttotallyproductperformancecentred.Wewouldsuggestthatwhereanemotionalbenefitisrelevantthatmoreattentionshouldbepaidtowritingthisintothebrandbenefitstatement.(VeryoftenUnileverManagerssummarisetheirstrategiesbysimplyusingthebrandbenefitstatement.Ifanemotionalcontentisnotwrittenintobeconsideredpartofthestrategy.關(guān)于簡(jiǎn)簡(jiǎn)報(bào)的的最后后一項(xiàng)項(xiàng)要點(diǎn)點(diǎn)：在在大部部分策策略中中的品品牌利利益都都是以以極為為平凡凡的文字字所寫(xiě)寫(xiě)成，，而且且絕大大部分分都是是以產(chǎn)產(chǎn)品功功能為為中心心。我我門建建議，，如果果品牌利利益點(diǎn)點(diǎn)與情情感利利益有有關(guān)，，就要要更加加注意意，把把這點(diǎn)點(diǎn)列在在品牌牌利益益點(diǎn)陳陳述中。。（（Unilever的經(jīng)經(jīng)理人人員經(jīng)經(jīng)常都都只是是用品品牌利利益點(diǎn)點(diǎn)陳述述作為為策略略的概述，，如果果在品品牌利利益點(diǎn)點(diǎn)陳述述中沒(méi)沒(méi)有包包含情情感利利益的的內(nèi)容容，那那么情情感就就絕對(duì)不不會(huì)被被視為為策略略的一一部分分。））On-goingCampaigns持續(xù)的的campaignsAlltoooftenworkingonthenextexecutionofacampaignisseenascreatinga““newcommercial”thatisvirtuallyidenticaltotheoldoneitissupposedtoreplace.（（Unileverbrandmanagersveryoftenaskforanewcommercialandthensetdownguidelinesbasedonthepreviouscommercialwhichmakeitvirtuallyimpossibletodoanythingnew.人們通通常認(rèn)認(rèn)為一一個(gè)campaign中中繼續(xù)續(xù)執(zhí)行行活動(dòng)動(dòng)的發(fā)發(fā)展，，就是是創(chuàng)作作出一一個(gè)““新的的廣告告片””，而而這只只新片片要與與其所所要取取代的的舊片片完全全一致致。（（Uniliver的的品牌牌經(jīng)理理經(jīng)常常要求求代理理商發(fā)發(fā)展新新片，，然后后根據(jù)據(jù)前一一只片片子來(lái)來(lái)設(shè)定定工作作指引引，結(jié)結(jié)果到到最后后根本本沒(méi)有有辦法法有任任何創(chuàng)創(chuàng)新。。Ontheotherhand,weknowthatthewritersandartdirectorsatcdpfighttoworkontheHamletcommercial.Why?Becauseeachexecutionhasanideainitsownrightwhichdevelopsandkeepsfreshtheoriginal““coreidea.”在另一一方面面，我我們知知道CDP廣廣告公公司的的撰文文人員員和藝藝術(shù)指指導(dǎo)都都爭(zhēng)先恐恐后地地想要要為哈哈姆雷雷特雪雪茄發(fā)發(fā)展新新的廣廣告片片。為為什么么？因因?yàn)槊宽?xiàng)執(zhí)執(zhí)行本本身都都有一一個(gè)創(chuàng)創(chuàng)意，，以便便發(fā)展展并使使原有有的““核心心創(chuàng)意意”保持新新鮮感感。Suggestion:wheneverabriefingisdoneforanotherexecutionwithinacampaign,itshouldstartwithadescriptionoftheoriginal““coreidea.”O(jiān)ncethisisagreed,itshouldserveasthebasisofallfuturecampaigndevelopment.建議：：不論論何時(shí)時(shí)要為為campaign中中的的后續(xù)續(xù)執(zhí)行行做簡(jiǎn)簡(jiǎn)報(bào)，，在一一開(kāi)始始都要描描述一一下原原有的的“核核心創(chuàng)創(chuàng)意””。一一旦這這個(gè)核核心創(chuàng)創(chuàng)意經(jīng)經(jīng)過(guò)同同意，，它就應(yīng)應(yīng)該被被視為為所有有未來(lái)來(lái)campaign發(fā)發(fā)展展方向向的基基礎(chǔ)。。Thecreativeworkdevelopedwouldthenbejudgedonthebasisofhowitcontributesandfreshens,ratherthanconformstothepreviouscommercial.Itshouldbemadecleartotheagencythatthisiswhatyouexpect,notjustanothercarboncopy.要評(píng)斷斷新發(fā)發(fā)展的的廣告告執(zhí)行行，應(yīng)應(yīng)根據(jù)據(jù)此作作品如如何對(duì)對(duì)核心心創(chuàng)意意有所所貢獻(xiàn)獻(xiàn)并保持持新鮮鮮感來(lái)來(lái)決定定，而而非依依據(jù)它它是否否與先先前的的執(zhí)行行有一一致性性來(lái)判判斷。應(yīng)應(yīng)該清清楚地地告訴訴你的的代理理商這這才是是你所所期待待的，，你要要的不不是另另一個(gè)復(fù)復(fù)制品品。Thisisalsovitalwhenextendingacampaignintoanothermedium.Let’slookatanexample.HerearetwocommercialsforSurfdetergent,theyarefromacampaigncalled““Homemovies.””（SHOW：SURF-STOLZANDSULLIVANS）這點(diǎn)在在利用用其他他媒體體來(lái)延延伸廣廣告活活動(dòng)時(shí)時(shí)也非非常重重要。。讓我我們看看個(gè)例子。。這里里有兩兩支Surf洗洗衣粉粉的廣廣告片片，是是從一一個(gè)叫叫“家家庭電電影””的campaign中中選選出來(lái)來(lái)的。。（Surf：史史脫漬漬與蘇蘇利文文）Supposethetaskwerethentodoacomplementaryprintcampaign.ThemostobviousthingtodowouldbetouseastillfromtheTV.Butisthatunderstandingthetrueidea,orisitmerelyrepeatinganexecutionaldevice?假設(shè)接接下來(lái)來(lái)要發(fā)發(fā)展輔輔助性性的平平面campaign。。最明明顯的的工作作就是是運(yùn)用用電視視廣告告片中中的一一個(gè)靜靜止畫(huà)畫(huà)面，，但是是這么么做是是因?yàn)闉榇_實(shí)實(shí)了解解真正正的創(chuàng)創(chuàng)意，，抑或或只是是在重重復(fù)一一項(xiàng)執(zhí)執(zhí)行想想法？？Iftheideaisreallyaboutrealfamiliesgivingatestimonialintheirownwordsandimages,then““Homemovies””becomesoneofthewaysinwhichtheycanexpresstheirfeelings.如果創(chuàng)創(chuàng)意本本身的的確是是讓真真實(shí)的的家庭庭以其其自己己的文文字與與形象象做證證言式式廣告告，那那么““家庭庭電影影”就就成了了能讓讓他們們表達(dá)達(dá)感覺(jué)覺(jué)的一一種方方式。。SothenyoucanarriveataprintcampaignthatextendstheTVinawaythatismoreappropriateforthemediumitself.(SHOW:SLIDESOFSURFU.S.PRINT)所以接著你你就可以發(fā)發(fā)展出一套套平面campaign，，以更適適合平面媒媒體的方式式來(lái)延續(xù)電電視廣告。。（美國(guó)Surf平平面稿的的幻燈片））Understandingandarticulatingtheideaisnotmeattobeaone-sidedexercise.Anumberofthesuggestionswe’vemade-likewritingdownthe“coreidea”-shouldbedonejointly.了解與闡明明創(chuàng)意并不不意謂著這這是單方面面的動(dòng)作而而已。我們們所做的許多建議——例如像寫(xiě)寫(xiě)下“核心心創(chuàng)意”——都是客客戶應(yīng)該跟跟代理商共共同完成的。。Thereare,ofcourse,somethingsthatweshoulddo:當(dāng)然，有些些事則是我我們應(yīng)該做做的：ResponsetotheBriefing對(duì)簡(jiǎn)報(bào)的反反應(yīng)Weknowthatitisalltooeasytoacceptabriefingfromaclienteventhoughtweknowinourheartofheartsitisunlikelytostimulateeithergreatcreativethinkingorgreatadvertising.我們都知道道要接受客客戶給的簡(jiǎn)簡(jiǎn)報(bào)實(shí)在是是太容易了了，即使我我們?cè)趦?nèi)心深處非常常明白這份份簡(jiǎn)報(bào)并不不太可能激激發(fā)偉大的的創(chuàng)意想法法或是偉大的廣告。。Itis,ofcourse,extremelydifficulttogobacktoaclientwithobjectionandsuggestionsontheirbriefing.However,weshouldbemorepreparedtodothis,and,indeed,youshouldexpectitofus.(Itwouldbeeasiertodothisifyoudidexpectitofus!)當(dāng)然，回頭頭向客戶說(shuō)說(shuō)我們對(duì)簡(jiǎn)簡(jiǎn)報(bào)的異議議及建議的的確極為困困難。然而而，我們應(yīng)應(yīng)該準(zhǔn)備多多做這類的的事，而且且，的確，，客戶也應(yīng)應(yīng)期待我們們這么做。。（如如果客戶期期待我們這這么做，事事情就會(huì)變變得容易些些。）PresentationofWork創(chuàng)意作品提提案Toooftenincreativepresentationwegostraightfromsettingthescenewiththestrategytopresentingscriptandstoryboard.Wethinkitshouldbestandardpracticetopresentthecommercialsinthecontextofthecoreideaandalsotheideainthecommercialthatisgoingtodevelopthatcoreidea.Weexpectthatifthisweredone,clientresponseandjudgementwouldbemadeeasier.And,ofcourse,itwouldmeanthattheagencywouldbelessabl