星期五, 9月 25, 2009

廣告狂人

等待去開會之前,隨機從youtube見到廣告狂人 Madmen 的片子 (不知是第幾季那一集),廣告公司的創作總監(也就是主角) Don Draper 向柯達公司講解新的幻燈片機的廣告創作概念。

故事發生在70年代,輪盤式幻燈片機還未面世。看後理推斷前文,大概是柯達認為消費者不覺得輪盤是甚麼新科技,感到很難推銷。Don Draper的演說很精彩,連他身邊的同事都感動得哭起來,就連黑人自己都有少少感動,是編劇很高明吧!

K1: 柯達員工1
K2: 柯達員工2
D: Don Draper

K1: so have you figured out a way to work the wheel into it?
湯先生你想到將輪盤融入廣告的點子沒有?

K2: we know it is hard because wheels aren't seen as exciting technology, even though they are original.
我們明白這是很難的案子,雖然輪盤幻燈機是新科技,但消費者並不如此認為。

D: well, technology is like littering lure, but there is a rare occasion where the public can be engaged at a level beyond flash if they have a sentimental bond with the product.

科技就像撒餌(釣魚)一樣,但除了新穎炫目之外,我們還可以從情感層面吸引消費者。

D: My first job I was in house, sort of for a company, with this old pro copywriter, Greek, named Teddy.

我第一份工是某公司的文案,有位希臘人老文案叫Teddy。


D: Teddy told me the most important idea in advertising, is "new". Creates an itch, you simply put your product in there, as a kind of...calamine lotion. We also talked about, a deeper bond with the product: nostalgia. It's delicate, but potent.

Teddy教我廣告中最重要的概念是「新」。一個「新」字令人有種渴求,你只消把產品當成潤滑油般放在消費者面前就成事了。

然而,我們亦有一種更深層的方式將產品和消費者連繫起來:緬懷過去的情感。這是非常纖細但強力的手段。

(開始播幻燈片)

D: Teddy told me that in Greek, nostalgia literally means "the pain from an old wound". It's twinge in your heart far more powerful than memory alone.

Teddy 解釋說:Nostalgia一詞在希臘文的意思是「舊患的痛楚」。也就是一種心有戚戚然的感覺。

D: This device, isn't a spaceship, it's a time machine...goes backwards, forwards. Takes us to a place, where we ache to go again. It's not called the wheel, it's called the Carousel, it lets us travel the way a child travels.

這部幻燈機不是太空船,它是一部時光機:讓人穿梳各種揪心的回憶。這不是輪盤,這是一台旋轉木馬,讓我們可以像孩童般在回憶裡流竄。

(顯示旅轉木馬的柯達廣告構想稿)

Round and round, and back home again, to a place, where we know we'll love.
轉啊轉,再回到我們心愛的起點。

**********

好 ~ 夠鐘起程開會。

3 則留言:

小瓶子 說...

唔系好 get 到....

Chris 說...

好似幾正,等我揾嚟睇吓先!

黑人 說...

> 小瓶子

佢d題材比較深,唔係人人都睇得明既

> chris

我個腦呢期成日loop 呢一幕個BGM