優(yōu)衣庫(kù)找費(fèi)德勒拍了新廣告

Poor Roger Federer. The man widely regarded as theworld’s greatest tennis player in history is only sevenmonths into his deal with clothing giants Uniqlo andthey have already made him look an absolute plum.

可憐的羅杰·費(fèi)德勒，這個(gè)在全球被廣泛視為史上最偉大網(wǎng)球運(yùn)動(dòng)員的男子，他和服裝巨頭優(yōu)衣庫(kù)的合同才簽了7個(gè)月，而后者已經(jīng)讓他看起來(lái)像個(gè)徹底的傻瓜了。

The Swiss player is no stranger to toe-curlingadvertising campaigns, of course.

當(dāng)然，這位瑞士運(yùn)動(dòng)員拍廣告蹩腳已經(jīng)不是一天兩天了。

But his latest foray into salesmanship raises theface-palm bar way, way higher than a garment which combines technologically advancedfabric and large, easy-to-close buttons. Way higher.

但他最新的這次向銷(xiāo)售員的轉(zhuǎn)型真的讓人捂臉，其強(qiáng)烈程度遠(yuǎn)高于一個(gè)把高科技先進(jìn)面料與易于操作的巨大紐扣相結(jié)合的服裝品牌。真的高多了。

This 30-second masterpiece-cum-car-crash opens with the great man standing at a piano in awell-appointed house. Federer is clad in jeans of an Eighties hue and a khaki green shirt.

在這段30秒的教科書(shū)級(jí)別車(chē)禍現(xiàn)場(chǎng)一樣的廣告的開(kāi)頭，這位人生贏家站在井然有序的家中的鋼琴前。費(fèi)德勒穿著一條有80年代影子的牛仔褲，還有一件卡其綠的襯衫。

 

 

It then cuts to a close-up of his face, caked in production make-up. “I could only think of tennisand nothing else when I first started,” he says, before playing the opening bars to “Prelude No 1 to Well Tempered Clavier” by Johann Sebastian Bach. Really. The 20-time Grand Slam winnercan play Bach.

然后鏡頭切換到了他的臉部特寫(xiě)，上面蓋滿(mǎn)了拍攝需要的化妝品。他說(shuō)：“當(dāng)我剛?cè)胄械臅r(shí)候，我腦子里只有網(wǎng)球。”然后他開(kāi)始在鋼琴上彈奏約翰·塞巴斯蒂安·巴赫的《十二平均律第一序曲》。對(duì)，真的，這位得過(guò)20次大滿(mǎn)貫的球員能彈巴赫。

“Once I began taking time for myself,” he continued over the music, “that’s when I truly startedwinning. My time off the court is just as important as my time on. Because tennis is just thebeginning of my story. I am just getting started.”

彈完之后，他繼續(xù)說(shuō)：“但直到我終于開(kāi)始自由支配時(shí)間，我才真的體會(huì)到什么是贏。我在場(chǎng)外的時(shí)間就和在場(chǎng)上的時(shí)間一樣重要。因?yàn)?，網(wǎng)球只是我故事的開(kāi)端，而我的故事才剛剛開(kāi)始。”

Which on first listening is all great – until you remember that a career in the resolutelyindividual activity that is tennis could be seen as the epitome of “taking time for myself”.

這一切乍聽(tīng)之下似乎都不錯(cuò)，但你很快意識(shí)到他的這個(gè)名為網(wǎng)球的事業(yè)似乎本身就代表著“自由支配時(shí)間”。

And then comes the clincher. The music stops. “My life, my jeans,” Federer adds, surelyweeping inside. “Authentic jeans with all day comfort.”

之后的橋段就更讓人咬牙切齒了。音樂(lè)一停，費(fèi)德勒開(kāi)始說(shuō)：“我的生活，我的牛仔褲，全真的牛仔褲帶來(lái)全天的舒適。”他說(shuō)這話(huà)的時(shí)候心里肯定在哭。

It is just that he doesn’t actually seem to be acting. He is trying to sound earnest. To think thatFederer has over nine years remaining on his deal. What will they make him do next?

更要命的是，他似乎并不是在演戲，他是在努力讓自己聽(tīng)起來(lái)更真誠(chéng)。想想看，他和這家公司的合同還有9年啊，他們之后會(huì)讓他再做些啥呢?