文/bloorstreetnara

不久，我收到了另一个客户组的面试通知。

第一个面试官是一个大腹便便的孕妇，穿着件很随便的运动夹克。客户总监，台湾口音。我很喜欢她，因为她非常和善，讲话慢慢的糯糯的，让我如沐春风。

第二个风风火火进来的上海男人看上去很资深，很有气场。留着长及肩颈的头发，时不时地甩一下。他特别问了我为什么要从东视跳到奥美，我顺势痛陈了电视台广告部的工作状态，表达出对有很多事可干的广告公司的无限向往。他不置可否。

第三个就是问了我那个千古难解的公共汽车问题的Account Manager。想当初广告公司的层级分配还是很理性的，他当年近30了，还只是AM；台湾女老板大概有36了，也不过是Account Director而已。哪像现在，Title简直像是创造发明与廉价赠品，一年跳一级都不算快。以至于放眼望去，官比兵多，名不副实。回到那天，我们的交谈似乎难有chemistry，他始终是一副心不在焉蔫了吧唧的样子，揣摩不透他对我的看法。
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文/David Lubars

You and your buddy are just starting out. You're a couple of juniors from ad school, or wherever. You both have killer books; maybe you've scored in the One Show college competition. You're excited and juiced. You have tons of potential.

Flash forward fifteen years. One of you has become the creative director of a brilliant agency. The other is brain dead in Punxsutawney.

A fascinating scenario, and one I've tried to make sense of in the twenty years I've been at this. If you're a kid, this is written to try to help you avoid the mistakes some of your talented but misguided predecessors have made.

Here, then, are nine attempts at understanding why some people fall off the face of the earth:
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文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

结语

广告创意虽然不是乔布斯原创，但他也有相当的功劳。是他拍板决定启用正确的广告公司、选择正确的广告活动，他还运用了他那非凡的影响力来留住人才，给他们打气，这个没人比他更在行了。要是没有他，像这样一个无比庞大的广告活动根本不可能实现。和在他之前的商人比起来，他的成就或许来得更多、更大，但不是他一个人所能完成的，背后凝聚了多少人的共同努力。没有那些舍身忘我无比专注的广告人，苹果传奇般的起死回生可能根本无从谈起。

“Think Different”广告推出以后，尽管还没有什么重大的新产品问世，苹果也很快感受到了广告的推动作用。在12个月内，苹果的股价增至三倍。“Think Different”广告推出一年后，苹果推出了多彩的iMac系列。这个系列代表了革命性的设计，成了历史上最畅销的电脑之一。但要是没有“Think Different”广告作好铺垫、提供支持，很有可能这些果冻色的、软糖状的机器会被媒体和公众看成不过是苹果的又一些“玩具”。
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This is what the social networks can do. Change the rule of a invisible world, make someone famous and stop him from kidnapping and murduring children in Uganda. Please take your 30 minutes to see the documentary and join the army of PEACE.

"The 'KONY 2012' film has been sweeping across social networks and claiming the likes, reposts, and tweets of people all over the world. Using cause marketing, the campaign has gone viral with 5.1 current views, up 87% from just 2 days ago, 3 trending topics on Twitter , and more than 271,000 Facebook likes." (creativity-online.com)

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

旗开得胜之后

正式拿下单子后，不出所料，乔布斯提出要把这个视频当成电视广告。他被这个视频迷住了，提出要一个60秒的版本。我们告诉他在做提案之前，我们已经做了尝试，并不成功，但我们会再试试看。要拿到Seal的版权，其中还有些麻烦，但基本上问题不大。歌词是视频里的一个有力的要素，要是被删减或完全去掉，视频的力量就丢失了。Lee和我飞回苹果做了些基本的工作，我们告诉乔布斯，这个视频一开始没打算用作电视广告，也删减不了，他有些不悦。我告诉他我会写一个更好的宣言。我一直为《死亡诗社》所感动，这部电影的一些桥段对我有着特别的震动，里面的感情和语境和我想要为苹果表达的东西十分贴近。下面是引起我共鸣的一些电影段落，它们最终成为苹果脚本的灵感源泉。

我们必须不断用不同的眼光看待事物。一旦你以为自己懂得了什么，你就得换种眼光再看看。这样可能会显得有些荒唐或愚蠢，但你必须尝试看看。要敢于突破，寻找新的东西。

别管别人跟你说些什么，语言和思想可以改变世界。
More on Think Different背后的故事(三)

The sea has called for billions of years. But for the first time, she's calling on a Shellphone. A commercial of Royal Caribbean. It is so lovely and touch my heart.

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

创意过程

回到公司后，我召集创意团队，向他们介绍了这个任务。Nissan业务团队的多数员工直接向我汇报，几个初级艺术指导是Lee的创意助手。没有时间等洋洋洒洒的策略书或弄一个详细的创意简报了，我们得尽快弄清要如何把苹果抢回来。

所有创意人员用苹果的电脑也有些年头了。他们不但熟悉这个品牌，他们还爱它，每天都是。他们真的不需要什么正式的策略书。我要求大家马上进入创意阶段，一周后审查成果。与此同时，公司上上下下的其它部门也开始收集尽可能多的信息，研究苹果在市场上的优势和劣势。

在多个创意产业里，苹果都有着狂热的粉丝，我们思考：或许给苹果止血的最好的办法是找一些支持苹果的大家耳熟能详的名人出来，给苹果说说好话。我们发现Steven Spielberg和Sting用的是苹果电脑，还有几个著名的创意明星也是。相反地，唱衰苹果的文章比比皆是——在商业世界里，把苹果称作是不能真正“运算”的“玩具”的人不在少数。另外，媒体也开始暗示购买苹果电脑是愚蠢的做法，还大肆宣扬苹果一方面有部分软件来自PC，另一方面市场份额日益缩水的事实。苹果的境况实在惨淡。但是，这是黎明前的黑暗，糟糕的境地里孕育着美好的机会。

第二个星期我们聚在公司的一个大会议室里，人人都把自己的成果钉在墙板上，整个房间都是照片、素描、草案和标题句。你看过《美丽心灵》里那个整面墙密密麻麻的都是纸片的场景吗？做新的提案或是为一个大项目做准备时，我们会议室的典型场面就是这样。这次提案也不例外。约有四个不同的创意团队展示了他们的作品，但基本都乏善可陈。质未必能从量中来。

但里面有个创意一下子就吸引了我的注意，狠狠抓住了我眼球。
More on Think Different背后的故事(二)

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

苹果的崛起再加上前段时间乔布斯的逝世，激起了人们对“Think Different”以及“To the crazy ones”广告的历史影响的思考。互联网上对这个广告是如何创作的、由谁构想的、以及如何向乔布斯展示等等问题，有着各种不同的表述。因而，我觉得是时候和大家分享我的看法，并向大家讲述背后的故事了。

我怎么会知道呢？因为我身在其中。作为当时TBWA/Chiat/Day的创意总监和执行合伙人，我和CEO兼首席创意官Lee Clow一同，参与了对苹果的提案。我和Lee一同主导并积极参与了这一提案的所有工作。在整个提案过程中（提案前、中、后），我还和乔布斯一起参加了每一个广告代理会议。

在写这个故事的时候，我参考了以前手写的、标有日期的创意日志——我在上面记录了我的整个广告生涯，包括1997年的苹果时期。为了帮助苹果重振雄风，我在这些日志里记下了无数页的笔记和想法。我还在里面找到了呈给乔布斯的“To the crazy ones”电视广告脚本的原稿，还有数不过来的草案。

“Think Different”这个广告是如何构思出来的？关于这个问题，我在网上看到了几篇相关的文章和评论，但它们的表述并不准确。由Walter Isaacson执笔的《乔布斯传》的出版和热卖是促使我分享这个故事的主要原因。在《乔布斯传》里，Isaacson错误地暗示是乔布斯创造并写作了“To the crazy ones”的大部分内容。在我看来，这是典型的修正主义。
More on Think Different背后的故事(一)

Creative Review - Best Slogans: the experts' view.

Stephen Butler, Mother
1. Obey, by Shepard Fairey. In a world dominated by the commercial slogan, Fairey reclaimed the streets from the corporates and gave it back to the people. It said they were ours whilst creating a lasting image of alarm, a benign 20th century big Buddha. A warning against the very slogans it lived amongst, the lone guerrilla fighter amongst the organised commercial armies that occupied our cities.
2. Better dead then Red. Has national propaganda ever delivered a more chilling warning against succumbing to an alien force? A slogan where the word ‘RED' conjures an all enveloping image of menace with death, the David-like spit in the face to this colourful Goliath. Rhyme is the master of success.
3. Snap! Crackle! Pop!: Rice Crispies. Says it like it is. Those small creamy puffs of baked rice playing out a symphony to a child's imagination. Before one would take a mouthful one would stare into the bowl taking in this sonic slogan, impressed with a smile, permanent. Iconic.
4. I'd walk a mile for a Camel. Only the Marlboro cowboy could challenge the image of the Camel man that this slogan endowed with a sense of adventure. The crushed packet and everlasting icon of the last of the khaki shirted frontiers. It has gone the distance. Timeless.
5. And finally, one that sold neither a product, a politician nor a religion, but perhaps a generation. Cinema's greatest slogan delivered to a time that would become eternal in the pantheon of capitalism. Gordon Gekko's seminal 'Greed is good'. Enough said!
More on Creative Review - Best Slogans: the experts' view part 2

Creative Review - Best Slogans: the experts' view.

As regular readers of the CR blog will be aware, we are devoting a forthcoming issue of the magazine to looking at the best slogans ever. We canvassed your opinions on the blog, and have now approached a panel of industry experts to give us their top five slogans. Here's what they picked...

John Hegarty, BBH
1. Liberté, egalité, fraternité: three words that encapsulated the ambitions of the French Revolution that changed Europe forever. They still appear over every town hall in France to this day.
2. I Love NY: Copied, parodied and emulated, but still the best slogan that got New York back on its feet in the 70s.
3. It is, are you: The launch of The Independent in the mid-80s challenged people to think for themselves. It also challenged the rest of Fleet Street.
4. Refreshes the parts other beers cannot reach: Longer than most slogans, it still caught the public's imagination. It first appeared in 1974 but still gets quoted today.
5. The future's bright, the future's Orange: In the fast-moving, uncertain world of technology, Orange captured the public's hesitancy and turned it to their advantage, branding themselves the future.
More on Creative Review - Best Slogans: the experts' view part 1

文/bloorstreetnara

我是怎么进广告圈的，这个我一直想写下来。

大学毕业的第一份工作在当时的东方电视台广告部做媒介分析。听上去很不错吧！然而，人生的错与不错不过是因人而异。办公室第一天，看着另一个比我早来个把月的毕业生往Excel里输入数据，我的脑袋里就蹦出过一个“可怕的”念头：这工作可真无聊啊！可是，这毕竟是令人羡艳的电视台，电梯门打开就可以撞到个名主持、名导演和形形色色的明星什么的。对入世不深的小女生来说，那里的确是个发梦的好地方。

但是，广告部真的轻松到无聊。我最空的一天是这样的 -- 早上坐班车去台里，路上继续打瞌睡；到了办公室先check一下email，然后开始一页一页很仔细地阅读当天买的《申江服务导报》；这样就已经到中午了。吃了午饭，先趴下打个谁也不会来叫醒你的盹儿。出于业务要求，电视台从来不缺电视机，电视机还都能上星。凤凰卫视那段儿下午播一韩剧，我们就尽量一集接着一集地追下去。看完快4点了，起身找人聊个天，四处溜达一下，就，坐上班车回家了。
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www.facebook.com/obermutten - A campaign dedicated to the little and lovely mountain villages in the Canton of Graubünden, Switzerland.

Not long ago, it was still peaceful in the small Swiss mountain village of Obermutten. This idyllic settlement of a mere eighty residents was known to virtually no one save a few hikers passing through now and then. Now some sixty million people around the world have either read about or heard of Obermutten. Media reports about the village have appeared in over twenty countries. Obermutten even made it into the main news programme in South Korea.
More on Obermutten: A little village goes global