即使没有创意，这个广告也俘获了人心
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<section style="box-sizing: border-box;"><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" margin-top: 10px; margin-bottom: 10px; text-align: center;box-sizing: border-box; "><section class="" style="display: inline-block; box-sizing: border-box;"><font face="微软雅黑" size="3"><section style="width: 2.6em; height: 2.6em; display: inline-block; vertical-align: middle; line-height: 2.6em; border-radius: 50%; box-sizing: border-box; background-color: rgb(95, 156, 239);"><section style="width: 1.8em; height: 1.8em; line-height: 1.8em; border-radius: 50%; margin-top: 0.36em; margin-bottom: 0.35em; margin-left: 0.44em; box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style="width: 100%; height: 100%; box-sizing: border-box;"><section style="box-sizing: border-box;">1</section></section></section></section><section style="margin: -0.5em auto 0.3em; width: 0px; border-top-width: 1.1em; border-top-style: solid; border-top-color: rgb(95, 156, 239); border-left-width: 1em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.12em !important; border-right-style: solid !important; border-right-color: transparent !important; box-sizing: border-box;"></section></font></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" box-sizing: border-box; "><section class="" style="padding-right: 25px; padding-left: 25px; box-sizing: border-box;"><p style="box-sizing: border-box;"><font face="微软雅黑" size="3">昨晚睡觉之前，看了一则广告。</font></p><p style="box-sizing: border-box;"><font face="微软雅黑" size="3"><br></font></p><p style="text-align: center; box-sizing: border-box;"><font face="微软雅黑" size="3"><iframe class="video_iframe" style=" z-index:1; " height="375" width="500" frameborder="0" src="https://v.qq.com/iframe/preview.html?vid=b0145nt0vab&width=500&height=375&auto=0" allowfullscreen=""></iframe></font></p><p style="text-align: center; box-sizing: border-box;"><font face="微软雅黑" size="3"><br></font></p><p style="box-sizing: border-box;"><span style="line-height: 1.6;"><font face="微软雅黑" size="3">看到最后才发现，做广告的是湾仔码头，广告的名字是「回家的方向」。</font></span></p><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">这个时间点发布的广告，差不多都是为了应春节的景。</font></section><section style="box-sizing: border-box;"><span style="color: rgb(255, 41, 65);"><font face="微软雅黑" size="3">都记不得多少年多少个品牌以多少种方式在春节期间描述团聚了，能用的故事基本上都被开发了出来。</font></span></section><section style="box-sizing: border-box;"><span style="color: rgb(255, 41, 65);"><font face="微软雅黑" size="3">企业稍微不留心，就容易让广告流于烂俗。</font></span></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">但从个人角度来讲，<strong>这是我最近看过的所有春节广告中，最令人感动的一个。</strong></font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">浏览评论，持这种看法的还不只我一个，</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">不少人说<span style="color: rgb(255, 41, 65);">「这个广告我给101分，多1分拿去骄傲！」</span></font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">看得出来，大家还是蛮喜欢的。</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"><br style="box-sizing: border-box;"></font></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" margin-top: 10px; margin-bottom: 10px; text-align: center;box-sizing: border-box; "><section class="" style="display: inline-block; box-sizing: border-box;"><font face="微软雅黑" size="3"><section style="width: 2.6em; height: 2.6em; display: inline-block; vertical-align: middle; line-height: 2.6em; border-radius: 50%; box-sizing: border-box; background-color: rgb(95, 156, 239);"><section style="width: 1.8em; height: 1.8em; line-height: 1.8em; border-radius: 50%; margin-top: 0.36em; margin-bottom: 0.35em; margin-left: 0.44em; box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style="width: 100%; height: 100%; box-sizing: border-box;"><section style="box-sizing: border-box;">2</section></section></section></section><section style="margin: -0.5em auto 0.3em; width: 0px; border-top-width: 1.1em; border-top-style: solid; border-top-color: rgb(95, 156, 239); border-left-width: 1em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.12em !important; border-right-style: solid !important; border-right-color: transparent !important; box-sizing: border-box;"></section></font></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box;"><section class="" style="box-sizing: border-box;"><section class="" style="padding-right: 25px; padding-left: 25px; box-sizing: border-box;"><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><span style="line-height: 1.6;"><font face="微软雅黑" size="3">在知乎上看到有用户提了这样一个问题：「如何评价湾仔码头年末广告？」</font></span></section><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3"><br></font></p><p style="text-align: center; box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3"></font></p><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><span style="line-height: 1.6;"><font face="微软雅黑" size="3"><br></font></span></p><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><span style="line-height: 1.6;"><font face="微软雅黑" size="3">虽然不知道他指代的「不足」具体是什么，</font></span></p><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">但如果看得仔细一点，会发现广告确实有一些不一样的地方：</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><span style="color: rgb(255, 41, 65);"><strong><font face="微软雅黑" size="3">它没有明显的创意。</font></strong></span></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">创意一般指的是什么呢？</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">用亚里士多德的话说就是：<strong>「不可避免又出乎意料。」</strong></font></section><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">编剧威廉姆·高德曼给了一个更加通俗的版本：<strong>「给予观众他们想要的东西，但不是通过他们期望的方式。」</strong></font></p><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><strong><font face="微软雅黑" size="3"><br></font></strong></p><p style="text-align: center; box-sizing: border-box;"></p><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><span style="line-height: 1.6;"><font face="微软雅黑" size="3"><br></font></span></p><p style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><span style="line-height: 1.6;"><font face="微软雅黑" size="3">回归到广告，<strong>创意就是「创异+创益」，</strong></font></span></p><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><strong><font face="微软雅黑" size="3">也就是用不同以往的表现手法获得广告效果。</font></strong></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">从这个层面看，湾仔码头的这则广告似乎并没有什么创意：</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">儿子回家看母亲，</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">儿子因为工作得马上走，</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">母亲为了给儿子做一顿最想吃的饺子一夜没睡</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">……</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3">这些桥段我们都有些似曾相识。</font></section><section style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><font face="微软雅黑" size="3"><br style="box-sizing: border-box;"></font></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" margin-top: 10px; margin-bottom: 10px; text-align: center;box-sizing: border-box; "><section class="" style="display: inline-block; box-sizing: border-box;"><font face="微软雅黑" size="3"><section style="width: 2.6em; height: 2.6em; display: inline-block; vertical-align: middle; line-height: 2.6em; border-radius: 50%; box-sizing: border-box; background-color: rgb(95, 156, 239);"><section style="width: 1.8em; height: 1.8em; line-height: 1.8em; border-radius: 50%; margin-top: 0.36em; margin-bottom: 0.35em; margin-left: 0.44em; box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style="width: 100%; height: 100%; box-sizing: border-box;"><section style="box-sizing: border-box;">3</section></section></section></section><section style="margin: -0.5em auto 0.3em; width: 0px; border-top-width: 1.1em; border-top-style: solid; border-top-color: rgb(95, 156, 239); border-left-width: 1em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.12em !important; border-right-style: solid !important; border-right-color: transparent !important; box-sizing: border-box;"></section></font></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" box-sizing: border-box; "><section class="" style="padding-right: 25px; padding-left: 25px; box-sizing: border-box;"><p style="box-sizing: border-box;"><font face="微软雅黑" size="3">再看一个去年类似的春节广告。</font></p><p style="box-sizing: border-box;"><font face="微软雅黑" size="3"><br></font></p><section style="box-sizing: border-box;"><div style="text-align: center;"><font face="微软雅黑" size="3"><iframe class="video_iframe" height="375" width="500" frameborder="0" src="https://v.qq.com/iframe/preview.html?vid=t0183jsg08u&width=500&height=375&auto=0" allowfullscreen="" style="line-height: 1.5; z-index: 1;"></iframe></font></div><span style="line-height: 1.6;"><font face="微软雅黑" size="3">再一次看，仍然感动得不行。</font></span></section><p style="box-sizing: border-box;"><font face="微软雅黑" size="3">感动之后也会发现，看前半部分广告时，我们其实也清楚地知道后面会发生什么。</font></p><p style="box-sizing: border-box;"><font face="微软雅黑" size="3"><br></font></p><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">你能猜到两位老人最终会团圆，会抱在一起，会有哭的戏码，也会在一起吃一顿几十年没吃过的团圆饭。</font></section><section style="box-sizing: border-box;"><span style="color: rgb(255, 41, 65);"><font face="微软雅黑" size="3">没有末尾的转折，没有最后的醍醐灌顶。</font></span></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">你能猜到接下来的剧情，可是仍然被感动了。</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">为什么？</font></section><section style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3">因为你了解的是故事梗概，但故事梗概下的一些小细节，真实到足以让你产生情感共鸣。</font></strong></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">广告中，台湾老人抵达机场时，因为着急，脱口而出的那句「回家」，让人感觉到这场团圆对他的意义；</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">湾仔码头广告中，母亲打着手电扶着墙下楼梯只是为了借一点酸菜，父亲怕影响孩子睡觉移到房间外面去切肉，让人感觉到儿子对老人的意义。</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3">这些细节无数次发生在我们身边，甚至自己身上。</font></strong></section><section style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3">这些真实的细节让你移情，从而产生情感共鸣，并认同广告传达的价值观。</font></strong></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"><br style="box-sizing: border-box;"></font></section></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" margin-top: 10px; margin-bottom: 10px; text-align: center;box-sizing: border-box; "><section class="" style="display: inline-block; box-sizing: border-box;"><font face="微软雅黑" size="3"><section style="width: 2.6em; height: 2.6em; display: inline-block; vertical-align: middle; line-height: 2.6em; border-radius: 50%; box-sizing: border-box; background-color: rgb(95, 156, 239);"><section style="width: 1.8em; height: 1.8em; line-height: 1.8em; border-radius: 50%; margin-top: 0.36em; margin-bottom: 0.35em; margin-left: 0.44em; box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style="width: 100%; height: 100%; box-sizing: border-box;"><section style="box-sizing: border-box;">4</section></section></section></section><section style="margin: -0.5em auto 0.3em; width: 0px; border-top-width: 1.1em; border-top-style: solid; border-top-color: rgb(95, 156, 239); border-left-width: 1em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.12em !important; border-right-style: solid !important; border-right-color: transparent !important; box-sizing: border-box;"></section></font></section></section></section><section class="Powered-by-XIUMI V5" style="box-sizing: border-box; background-color: rgb(255, 255, 255);"><section class="" style=" box-sizing: border-box; "><section class="" style="padding-right: 25px; padding-left: 25px; box-sizing: border-box;"><section style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3">常见的创意往往通过出其不意俘获人心，通过最后的「意想不到」让你得到满足。</font></strong></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">而今天的这几个广告，你即使能猜到接下来的每一步，但它同样在最后感动了你，因为它们<strong>通过细节的呈现让情感变得立体，让你产生情感共鸣，并获得满足。</strong></font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">在极端的情况下，甚至都不用讲一个完整的故事，只需要将一系列细节呈现出来，广告也能够成立。</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3">同样是去年的一则广告，将「筷子」和由「筷子」衍生出的一个又一个细节堆叠起来，把华人和他们的情感串在了一起。</font></section><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><p style="text-align: center; box-sizing: border-box;"><font face="微软雅黑" size="3"><iframe class="video_iframe" style=" z-index:1; " height="375" width="500" frameborder="0" src="https://v.qq.com/iframe/preview.html?vid=x0182fdrhd2&width=500&height=375&auto=0" allowfullscreen=""></iframe></font></p><p style="box-sizing: border-box;"><strong><span style="line-height: 1.6;"><font face="微软雅黑" size="3">所以，有时不用刻意去找那些出人意料。</font></span></strong></p><section style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3">当广告把那些深植于文化的意料之中讲好了，就能俘获人心。</font></strong></section><p style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3">或者说，这也是另一种创意。</font></strong></p><p style="box-sizing: border-box;"><strong><font face="微软雅黑" size="3"><br></font></strong></p><p style="box-sizing: border-box; text-align: center;"><strong><font face="微软雅黑" size="3">- END -</font></strong></p><section style="box-sizing: border-box;"><font face="微软雅黑" size="3"> </font></section><p style="box-sizing: border-box;"><font face="微软雅黑" size="3">来源：<span style="line-height: 18px;"> <a href="http://mp.weixin.qq.com/s?__biz=MzAwNzUyOTc3Mw==&mid=401877809&idx=1&sn=160656384c7dd599ce0ea7f9df99088c&scene=1&srcid=0204lTbnneAEtYHD7RWbpWoV#wechat_redirect">Emarketing</a> 作者：</span><span style="line-height: 18px;">E先僧</span></font></p><p style="box-sizing: border-box;"><br></p></section></section></section></section><p style="line-height: 30px; text-indent: 2em; text-align: left;"></p>
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