我好奇故我在

碧昂絲 Beyonce的這首歌Single Ladies正常版，見下面：

HEMA 是Amsterdam文具品牌，這一個長度1:34的影片，一開頭可能會想又是老掉牙的東西，但是我覺得後面有作一些互動變化，增添活動感，讓我想起日本的一個節目「超級變變變」。

施華洛世奇水晶(Swarovski)2009年作一系列貓水晶作品叫The House of Cats，共有七隻，每一隻貓還取一個名字，分別叫Theo、Emily、Pierre、Marie、Ines、Diane及Camille。原始用意是為家居添上漂亮別致的點綴。

難怪宣傳的動畫短片，以居家環境為場景。這短片很可愛，貓咪身體像水晶一樣閃閃發光，動作俏皮可愛。
PS:萬一無法觀看，可以點官網觀看！
官網：http://www.swarovski.com/Web_US/en/magazine?contentid=10007.72260

2009法國「安錫國際動畫影展」
法文 Festival International du Film d'Animation d'Annecy
英文 Annecy International Animation Film Festival

台灣的畢業生馬匡霈獲得了「畢業作品類別」的特別榮譽獎。

這家快遞公司La Poste的廣告“Transformers" 給他一個大拇指! 沒有講什麼實質商品利益，但是創新運送的感覺傳達很清晰。

今天看到小魚介紹西班牙可口可樂的"ENCOUNTER" http://www.kleinerfisch.com/blog/2009/07/blog-post_22.html

原官網 http://www.destapalafelicidad.es/ 可惜西班牙網站，所以看不懂。

這是2009年3月的影片

Coca-Cola Spain crosses generational boundaries in “Encounter”, a campaign connecting a centenarian and a newborn child. “Encuentro” is online at www.destapalafelicidad.es, (De stapa la felicidad is translated in English as Uncovers Unhappiness), a real life story evoking reflections on happiness throughout life from members of the public. (source)

原來還有這個字centenarian指one who is 100 years old or older. 這個網站名稱De stapa la felicidad翻譯成英文就是Uncovers Unhappiness，再翻成中文就是揭露不快樂。TVC講一個102歲的老人給剛出生的嬰兒的人生建言。

McCann Spain is the brain’s behind Coca-Cola’s new spot whose only purpose is to inspire hapiness and optimism during these hard economic times the world is facing today and send one simple message: “Life is short, enjoy it”. The objective of the new campaign is to reinforce optimism, happiness and closeness all of which are usually conveyed in Coca-Cola’s advertising. (source)

廣告的目標就是在經濟不景氣下，激發人們快樂、樂觀。簡短來說就是：人生太短好好享受它。

His las remark in the commercial goes something like:  ‘don’t let yourself be carried away by small things, for you will only remember the good ones. When you grow up to be like me, you will realize that the one aspect you didn’t like about your life is the fact that it is too short’. (source)
廣告內容怎樣呼應這個溝通訊息呢？老人在廣告最後的談話：「別讓小事情影響你的情緒，因為你將只會記得好的事情。當你跟我一樣老的時候，你會瞭解你不喜歡生活的一面是它太短了。」

(source: http://www.themalaysianinsider.com/index.php/world/23849-family-ad-sparks-online-debate)
這個2009年四月，三分鐘長度的廣告"funeral"(葬禮)，目的是新加坡政府(Ministry of Community Development)想鼓勵民眾結婚(pro-marriage)。不過也引發「剽竊plagiarism」之疑。為什麼？因為跟心靈捕手(Good Will Hunting)的某段劇情很像。

Some viewers have blasted it for not being original. They say it is a rip-off from a scene in the 1997 Oscar-winning movie, “Good Will Hunting”.

Indeed, the commercial’s director, Malaysia’s Yasmin Ahmad, admits she had drawn inspiration from that movie directed by Gus Van Sant, though the idea also came from her own life. 廣告片導演Yasmin Ahmad承認她有受到心靈捕手導演Gus Van Sant的影響，雖然這個點子也是來自她的自身生活。

In the Hollywood movie, a man played by actor Robin Williams reminisces about his dead wife and her farting habit. 影片中，威廉羅賓斯回憶過世的太太和她的放屁毛病。

Her expulsion of gases once woke herself up from her sleep and, turning to him, she asked if that came from him. He admitted to it because he did not have the heart to tell her the truth.
有一次她太太放屁太大聲，把自己從睡夢中吵醒，她轉身問先生：「是不是你放屁？」先生承認是，因為他不忍心告訴太太事實。

He then goes on to share that imperfections are the “good stuff” in a relationship, and that no one is perfect, it is just a matter of whether you are perfect for each other.
然後威廉羅賓斯後來跟人分享就是這些不完美是一段感情中的「好東西」，沒有人是完美的，重要的是你們彼此絕配。

再來比對片中的文案，英文很簡單，所以不翻譯了，大家可以自行判斷算不算剽竊？ ...繼續閱讀

最近感覺到美國的電視廣告跟網路廣告，內容有不同的走向區隔。前者是很官方、很品牌、很正式；後者就是很個別風味、可以突破品牌規範限制、很輕鬆。

美國漢堡連鎖店Carl's Jr.，除了在TVC投資外，以下是TVC內容：


另外在網路上也分別投資了：

• youtube 成立Carl's Jr.頻道，廣告的創意延續之前Paris Hilton Eating A Burger，邀請九個youtube明星講他們怎樣吃漢堡的故事，youtube的影片渲染力甚至超過電視的TVC。http://www.youtube.com/user/CarlsJr
• facebook 成立粉絲團，愛好者集中地。http://www.facebook.com/carlsjr?ref=mf
• twitter也有露出，但很不幸變成客訴中心。http://www.twitter.com/carlsjr
• Carl's Jr.官網則是走高質感路線，只有放電視TVC內容：http://www.carlsjr.com/

在網路的廣告內容呈現上，有幾個策略點(source: http://thefutureofads.com/carls-jr-uses-youtube-stars-for-online-video-success)

1. Create original content – Instead of trying to push existing assets online with banner ads and video buys, a smart company will reach out to prominent users and elicit their help with creating original content that will appeal to that user’s existing fanbase.
   利用youtube頻道的名人既有fans的基礎，藉由名人所拍的影片推銷給fans，加速傳播。
2. Involve the viewer – If online content is good, viewers will often want to emulate the campaign with creative of their own, so smart companies will encourage that response and find ways of compensating users that go above and beyond to engage with the brand by creating videos of their own. In this case, each sponsored video ended with a call out by the star to the viewers to encourage them to make their own ‘How do you eat yours?’ video. As a result, while most pure UGC campaigns require a huge prize or some other promise of fame and fortune to get a response, this campaign is fueled by viewers’ desire to relate to the personality behind the video, and the compensation is the fact that the star might actually see the video response. A UGC video response campaign also doesn’t have to cost a lot when using YouTube, since the site’s built-in video response feature and viral sharing tools mean the backend is already in place for a campaign with little to no effort required from the sponsor company.
   讓觀賞者參與，由於網路名人個性容易引起模仿，加上輔以影片ending問所有觀眾「how do you eat yours?」期望引起迴響。有別於一般名利誘因，此campaign花小錢就可以擁有消費者自製的內容(user generated content)。這些消費者自製的影片內容，被列入youtube Carl's Jr.頻道中的「我的最愛」，目前看到有20支。
3. Give creative freedom – Too often, companies get online stars involved in their campaigns and then limit what they can say and do, or try too hard to keep them on brand...By giving the content creators more creative control, the videos will be more original and more unique, the views will be higher, and the costs associated with trying to control the message will be much, much lower.
   給予創意的自由，影片的內容會更原汁、更獨特，也就有更多人看。

第一支Youtube廣告，自從6月3日上線，至今天7月3日，已經有二百六十萬閱覽次數。下面片子的主角是一個兩人團體叫Nigahiga，定位喜劇演員，是目前youtube第二大的訂閱頻道。講話速度超快！至於後續的廣告又打回香豔美女牌。


PS: 此漢堡的產品線有一個叫「xxx Six Dollar Burger」，譬如「Jalapeno Six Dollar Burger」墨西哥綠辣椒六元漢堡，但是不一定賣六元。

Client: Phillips CINEMA 21:9
Agency: Tribal DDB, Amsterdam
Film title: Carousel (旋轉木馬，取旋轉意涵) 此影片是 web-based

以下擷取坎城代理商對此影片的解說 (http://work.canneslions.com/film/)

Phillips set out to create an interactive film that would change the way cinema is viewed at home.
Phillips 開始著手創造一個互動影片可以改變世界在家看電影的方式
Carousel is one seamless tracking shot that can be paused to reveal films within the film
影片「旋轉」是一個無縫追蹤的拍攝方式，可以暫停來觀看影片中的影片
(說明：播放長bar中，上面有幾個藍色小方塊，點進去可以看幕後花絮)
We wanted people to discover that they could take control of the camera and the sound track
我們希望人們可以知道他們可以控制攝影機以及聲音
And we wanted people to switch between 16:9 and 21:9
並且我們希望人們可以將16:9 電視轉換為 21:9
After all, seeing is believing.
畢竟，親眼看到才會相信。
官網：http://www.cinema.philips.com/

代理商委託一家web production公司叫Stink Digital製作。

Stink Digital director Adam Berg responded with an idea for an epic 'frozen moment' cops and robbers shootout sequence that included clowns, explosions, a decimated hospital, and plenty of broken glass, bullet casings and money.
Stink Digital 導演Adam Berg說這個史詩般的點子「凝凍時刻」，有警察跟搶匪連續槍戰，包括小丑、爆炸物、被毀壞的醫院，以及大量的碎玻璃、彈殼以及錢。

The film, titled Carousel, is the centre piece of the project.
這個叫做「旋轉」的影片，是這個計畫的中心。

On its own, it clocks in at a (totally coincidental) two minutes and 19 seconds, but Berg conceived it to work as an endless loop. Visitors to the microsite therefore have the option to 'spin' through the film's single take shot repeatedly, to stop on a specific frame, or to watch it at the preordained speed.
一共剛好也是2分鐘19秒，但是Berg讓他可以無止盡的循環。拜訪此網站者，可以選擇影片中一個部分讓其一直循環、或是暫停，或是以設定的速度觀看。(影片還有些小地方也將21:9訊息表現出來，譬如車牌等等)

The film also contains embedded hotspots, which, when triggered, transport the viewer seamlessly from the heavily posted film to a behind-the-scenes version of the same shot. This constant moving between two layers of reality proved one of the project's biggest and most ambitious production challenges.
這影片也同時包含了連結，可以讓觀賞者無縫的從影片中切換到同一個場景的「觀看幕後」。

(source: http://www.campaignbrief.com/2009/04/life-is-a-carousel-for-philips.html) ...繼續閱讀

<UPDATE>
荷蘭品牌啤酒Bavaria惡搞海尼根啤酒，得說讚！


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<海尼根啤酒原廣告>
女人會對擁有Walk-In Closet興奮，而男生則是對於Walk-In Fridge興奮。

2008年第一支廣告
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