广告的事|Neil French X CHIVAS REGAL

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很久之前就听说过他,很多偶像把他奉为偶像,我也是,别扯什么「老子没有偶像」的个性了,看完他的文案,跪着膜拜吧!

Neil French 的官网,他自己把文案的故事都讲了一遍,变态的中国人干过这样的事情:

把所有内容下载下来,印制成书在国内出版发行,结果人家老爷子急了,发表声明,老子没干这事儿。

这又是一次加持,好,接下来我们说正事儿,就是他给芝华士做的一则广告。

创意说明

Johnnie Walker was the brand leader: Chivas was slightly cheap, and selling less.
当时尊尼获加是威士忌的领导品牌,而芝华士稍微便宜点,卖得也更少。
Easy. Put the price of Chvias up, and tell everyone they can’t afford it.
简单。抬高芝华士的价格,然后告诉所有人他们买不起。
Yes, of course it worded! How could it not?
是的,当然奏效了,怎么会不奏效呢?
The trick with the ads was to use a super- confident ’tone’.
这广告的秘诀就是使用超自信的语气。
So we never showed the pack, as such; if you have any taste /experience, you know what the damn bottle looks like.
所以,我们从不展示包装,这样;如果你尝过,你就知道那该死的瓶子长什么样儿了。
And type was small, and in capitals… a half-whisper spoken by a powerful, and not altogether, man.
字体也小,资金也少。。。一个不强壮的男人低声说。
And profligate use of space.
还有放肆的使用留白。
Look, we bought the whole page and couldn’t be bothered to use it all.
看,我们买了整版却没全用上。
By the end of the campaign, Chivas was No.1.
到广告活动结束的时候,芝华士成了第一。
Then the International Brand Manager announced that the new ‘line’ for Chivas was “what are you saving it for?”
后来,芝华士国际品牌经理宣布芝华士的新准线是“你留着它干嘛?”
Made no sense in this market.
毫无意思的营销。
We fired the client.
我们炒了这个客户。
Chvias dropped to No.2 again.
(之后)芝华士又掉到了第二。
(These’ll be a bugger to see, at this size; sorry, you’ll have to imagine them broadsheet.)
(在这么丁点儿大的地方看这些真讨厌;抱歉,你得想象它们印在宽版上咯。)
Agency : The Ball Partership
代理商:博文广告

Page 1 /第一页

THIS IS AN ADVERTISEMENT FOR CHIVAS REGAL
这是一份芝华士广告
IF YOU NEED TO SEE THE BOTTLE
YOU OBVIOUSLY DON’T MOVE IN THE RIGHT SOCIAL CIRCLES
如果你需要看它的瓶子
显然,你不在一个正确的社交圈活动
IF YOU NEED TO TASTE IT
YOU JUST DON’T HAVE THE EXPERIENCE TO APPRECIATE IT
如果你需要尝一尝
说明,你没有品尝它的经历

IF YOU NEED TO KNOW WHAT IT COSTS
TURN THE PAGE, YOUNG MAN
如果你需要知道它的价格
翻过这页吧,年轻人

Page 2 /第二页

IF YOU DON’T RECOGNISE IT
YOU’RE PROBABLY NOT READY FOR IT
如果你不认识它
你可能还没为它准备好

Page 3 /第三页

CHIVAS REGAL IS LIKE STYLE
IF YOU HAVE TO ASK WHAT IT IS, YOU DON’T HAVE IT
芝华士是一种生活方式
如果你要问是什么生活方式,说明你不曾拥有这种生活方式

Page 4 /第四页

THIS PAGE IS DEDICATED TO THOSE AMONGST US WHO HAVE LEARNED TO RECOGNISE QUALITY WITHOUT PEERING AT A LABEL
这页献给那些不看瓶标就懂它品质的人

Page 5 /第五页

CHIVAS REGAL
芝华士
LUCKILY. BY THE TIME YOU’VE CHANGED THE EXPERIENCE TO APPRECIATE IT
YOU SHOULD BE ABLE TO AFFORD IT
真的,等你改变主意去品尝它之前
你得买得起

Page 6 /第六页

IT HAS BEEN SAID OF CHIVAS REGAL ADVERTISING
THAT IT SMACKS OF ELITISM
OF THE FEW EXCLUDING THE MANY
OF THE ‘HAVES’ VERSUS THE ‘HAVE-NOTS’
芝华士的广告说过
它是精英们的品味
少数人的非多数的
已有和没有的对抗

HOW TRUE
太对了

Page 7 /第七页

YOU HAVE MADE IT TO THE TOP.
你已经看到了瓶顶

Page 8 /第八页

THE VIEW FROM THE TOP.
这是瓶顶俯视

Page 9 /第九页

ISN’T IT GRATIFYING
TO KNOW THAT WHILE YOU
ARE PERFECTLY AWARE OF
THE BRAND OF SCOTCH
IN THE CRYSTAL GLASS BELOW.
MOST READERS HAVE
NO IDEA AT ALL
当你彻底了解了下面水晶杯里的威士忌品牌,是不是很欣喜
大多数读者根本不了解
AND PROBABLY NEVER WILL.
有可能永远也不会了解

------ EOF ------
David Fnck wechat

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