德國(guó)圣誕廣告讓人動(dòng)情

德國(guó)圣誕廣告讓人動(dòng)情

It’s that time of the year again when advertising agencies and brands are putting all their best shots into producing some of the coolest and most memorable Christmas ads. And when it seems like tugging at people’s heartstrings is getting more and more difficult, since these days everyone has seen what a good commercial is (John Lewis, anyone?), German pharmacy DocMorris is getting us really heckin’ emotional.

又到了每年廣告公司和品牌使出渾身解數(shù)制作一些最酷、最令人難忘的圣誕廣告的時(shí)候了。當(dāng)撥動(dòng)人們的心弦似乎變得越來(lái)越困難時(shí)，自從這些日子以來(lái)，每個(gè)人都看到了什么是好的廣告(約翰·劉易斯，有人知道嗎?)，德國(guó)藥房“醫(yī)生莫里斯”真的讓我們激動(dòng)不已。

A 2:55-minute TV Christmas commercial made by ad agency Jung von Matt/ SAGA shows a grandpa dusting off a rusty old kettlebell for what soon becomes his daily morning exercise routine. In his days full of—quite literal—ups and downs, grandpa is getting stronger, but the clip titled “Take Care Of Yourself” totally gets us at the very end.

廣告公司Jung von Matt/ SAGA制作了一則時(shí)長(zhǎng)2分55分鐘的圣誕電視廣告，廣告中一位老爺爺正在為一個(gè)生銹的舊壺鈴除塵，這很快就成為了他的日常晨練。在他充滿(mǎn)起伏的日子里，爺爺變得越來(lái)越強(qiáng)壯，但是在最后一段題為“照顧好自己”的短片完全抓住了我們的心。

Hailed as the biggest tearjerker of this year, the ad has been going viral on social media, amassing more than 12 million views since it was first posted on DocMorris’ YouTube channel on November 30. And you can totally see why right below.

這則廣告被譽(yù)為今年最催人淚下的廣告，自11月30日首次在YouTube頻道上發(fā)布以來(lái)，已經(jīng)在社交媒體上瘋傳，觀(guān)看量超過(guò)1200萬(wàn)次。你完全可以在下面看到原因。

This viral TV commercial for the German pharmacy has been leaving everyone in tears and people hail it the best ad of this festive season

這則德國(guó)藥房的電視廣告讓所有人潸然淚下，人們稱(chēng)贊它是這個(gè)節(jié)日季節(jié)中最好的廣告

It seems like DocMorris’ “Take Care” TV commercial that caused such a buzz on social media was not, in fact, an original idea. A strikingly similar commercial for Italian Valle Camonica Servizi was directed by Paolo Tresoldi and aired back in 2017.

事實(shí)上，在社交媒體上引起轟動(dòng)的莫里斯醫(yī)生的“保重”電視廣告似乎并不是一個(gè)原創(chuàng)創(chuàng)意。2017年，Paolo Tresoldi導(dǎo)演的意大利Valle Camonica Servizi也拍了一個(gè)類(lèi)似的廣告。

On December 20, the original author Tresoldi wrote on AdsOfTheWorld that the situation was resolved. He thanked friends and colleagues for all of their support and stated: “In recent days, we had the opportunity to meet with the @JungvonMatt agency, we found an intelligent, honest and professional interlocutor, thanks to their collaboration the situation was resolved amicably.”

12月20日，原作者Tresoldi在A(yíng)dsOfTheWorld上撰文稱(chēng)，事態(tài)得到了解決。他感謝了朋友和同事們的支持，并表示:“最近幾天，我們有機(jī)會(huì)與@JungvonMatt機(jī)構(gòu)會(huì)面，我們找到了一位聰明、誠(chéng)實(shí)和專(zhuān)業(yè)的對(duì)話(huà)者，多虧了他們的合作，情況得以友好解決。”

It turns out that the German ad agency JvM/SAGA, whose DocMorris commercial was a take on Tresoldi’s idea, has “recognized the copyrights.” Tresoldi further stated that “the agency worked with us to resolve this unfortunate situation.”

事實(shí)證明，德國(guó)廣告公司JvM/SAGA已經(jīng)“承認(rèn)了版權(quán)”，該公司的DocMorris廣告借鑒了Tresoldi的創(chuàng)意。Tresoldi還說(shuō):“我們合作解決了這一不幸的情況。”

Karthik, who previously worked as head for digital strategies in Ogilvy, Flipkart and Edelman, explained that “making others happy is the best way for you to find the goodness inside you can never go wrong, and this has been true for a long time, if you remember O. Henry’s classic story, The Gift of the Magi.” This is what makes the Christmas message in this TV commercial so captivating and beyond moving.

卡蒂克曾在奧美(Ogilvy)、Flipkart和愛(ài)德曼(Edelman)擔(dān)任數(shù)字策略主管，他解釋說(shuō):“讓別人開(kāi)心是你發(fā)現(xiàn)自己內(nèi)心永遠(yuǎn)不會(huì)出錯(cuò)的優(yōu)點(diǎn)的最好方式，如果你還記得歐·亨利的經(jīng)典小說(shuō)《麥琪的禮物》，你就會(huì)發(fā)現(xiàn)這種說(shuō)法已經(jīng)存在很長(zhǎng)時(shí)間了。這就是為什么這個(gè)電視廣告里的圣誕信息如此迷人，令人感動(dòng)。

When asked about the possible plagiarism that the two advertising agencies sorted out between them, Karthik said that it does plague the advertising industry. “The original German film, while being incredibly bland and plain in comparison, is the exact same story right up to the final pay-off.”

當(dāng)被問(wèn)及這兩家廣告公司之間可能存在的剽竊行為時(shí)，卡蒂克表示，這確實(shí)困擾著廣告業(yè)。“德國(guó)原版電影相比之下，平淡得令人難以置信，但故事始終是一樣的，直到最后的結(jié)局。”

Karthik says that crediting sources for advertising ideas would be a way to avoid such situations. “Like it happens in music where we have legitimate cover versions and artists credit the original artists officially, we could have advertising ideas legitimately crediting their sources and then telling the same stories in a different way.”

卡蒂克說(shuō)，向廣告創(chuàng)意的來(lái)源授信是避免這種情況的一種方法。“就像音樂(lè)行業(yè)一樣，我們有合法的翻唱版本，藝術(shù)家們正式認(rèn)可原作者，我們可以讓廣告創(chuàng)意合法地認(rèn)可其來(lái)源，然后用不同的方式講述相同的故事。”

圖片來(lái)源：Liucija Adomaite

More info: Youtube | Facebook