文档介绍：奥美广告公司
1989年春季训练教材
BIG IDEA
大创意
Prepared by: Richard Fowler
Worldwide Creative Director- Unilever
Ogilvy &Mather, London
Date : April, 1989
Just over a month ago I spent a week in Australia.
During that visit Iwas asked to conduct a three-hour
Creative Seminar with the senior managers of all panies. Knowing that I was due to give a particular
question in mind . The question was this: do the senior
managers of panies (and I include their
agencies in this ) agree on what a big idea is? And can
we articulate the difference -if any - between an
advertising property and an advertising idea?
几个月以前我在澳洲停留了一个礼拜。在那个礼拜中,他们要求
我为所有Unilever旗下公司的资深经理人员举行三个小时的创意讲习会。
因为我在一个月以前就知道要演讲,因此我以自己心中一个特别
的问题做为着厂讲习会的架构。这个问题是:Unilever旗下公司的资深经
理人员(也包括他们的广告代理商)是否对什么是大创意有所共
识?而我们是否能清楚分辨广告资产及一个广告创意之间的差异?
——如果有差异的话。
During that seminar I showed many campaignso Persil
(going back as far as 1963),Dove Soap . (going back
ten years),Marlboro TV (going back 18 years), Hamlet
cigars . (going back 20 years),Surf .(going back
5 years), Brooke Bond . Tips “Chimps”(going back 30
years), and a number of others.
在那场讲习中,我给他们看了许多系列广告活动:Persil(追
溯到1963年),美国Dove香皂(追溯到10年前),万宝路
电视广告(追溯到18年前),英国哈姆雷特雪茄(追溯到20
年前),美国Surf洗衣粉(追溯到30年前),还有许多其他
的系列广告活动。
Each time showed a campaign, I asked the members of the
seminar to write down - so that we could discuss it later
- what each defined as the “Big Idea” in the advertising,
and the “advertising property”。
每次我给他们看过一个,为了方便稍后的讨论,我要
求在场的每一位人士写下来—广告中的“大创意”是什么,“广告资产”是什么。
I have to tell you, there was very little agreement about
which was which when we came to discuss the campaigns.
Moreover, there was considerable disagreement, campaign
by campaign, about what the big idea was in each campaign
and in many cases even what the property was.
我必须告诉你们,当我们在讨论这些campaigns时,对于究竟
何为“大创意”,何为“广告资产”这些问题很少达成协议,
尤有甚者,关于每个campaign中其大创意为何--在许多个案中,
甚至连其广告资产为何--都有不少的歧见。
The point of telling you this —and conducting that
seminar the way I did —was not to “catch someone out”