创意奇妙，温故知新：10款经典平面广告

 

文/Aoi

 

如今，互动广告正在抢占传统广告的江山，创意商、广告商自然也跟从消费者的喜好将更多的注意力放在新媒体广告上。于是，我们似乎很少能面对一张简单的平面感叹创意的奇妙了。动态有动态的优越，静态的魅力同样值得回味。

一张成功的平面，除了要有好的创意，还需选用恰当的表现手法，来达到幽默、戏剧化等预期效果。让我们来看看下列10款经典平面是如何做到的吧。

 

 

碰上这样的情形……被打得满地找牙是肯定的。牙科诊所赶紧见缝插广告——我们承诺：24小时内补回你的一嘴牙。戏谑的口吻，场景的选取，博人一笑。

Advertising Agency: HYPE, Zagreb, Croatia
Creative Director: Tonci Klaric
Art Director: Mislav Vidovic
Copywriter: Tonci Klaric
Illustrator: Ivan Turcin

 

 

 

Go back in time.Dinosaurs Alive!

逼真的恐龙，让你回到童年！用一种直效的表现驱动人们去动物园一探究竟。而垃圾桶的户外广告也很有想法，仿真出一个人因为恐惧而躲起来的情形，真让人好奇动物园里的表演到底有多奇妙。

Advertising Agency: Trigger, Calgary, Canada
Creative Director: Patrick Doyle
Art Director: Joel Arbez
Copywriter: Saro Ghazarian
Photographer: Ric Kokotovich

 

 

天哪，入室行窃、翻墙越狱这等关键的时刻，他们竟然睡着！还不是因为这个床垫太好睡，一旦沾上，就醒不了了……

Fall asleep easily.让你轻易安眠。

Advertising Agency: J&J Ad, Shanghai, China
Creative Director: Aaron Cheng
Art Director: Apple Lee
Designers: Sam Qu, Cheng Zaochun
Copywriters: Chen Rui, Liu Shuang

 

 

我们怀念小时候妈妈、奶奶为我们做的饭菜，有家的味道。但又实在不愿再重温她们亲昵的“折磨”。这下好了——

Fraich薯条，有奶奶的味道，没有奶奶。

Advertising Agency: Grey, Paris, France
Executive Creative Director: Andrea Stillacci
Art Director: Cedric Auzannet
Copywriter: Benjamin Dessagne
Photographer: Achim Lippoth
Retouching: Stefan Kranefeld
Head of Art: Elena Mazzanti

 

 

光顾着飙车，没顾上来接你们。Can't stop driving.奥迪的驾驶魅力也太大了……

AdvertisingSchool: Miami Ad School Europe

Art Director / Copywriters: Frederico Gasparian, Alphons Conzen

Photographer: Frederico Gasparian

Post-production: Alphons Conzen

 

 

BandSports，7天24小时不间断体育频道。都怪你不间断，男人们在照全家福时都走神了……巧妙的细节选取。

Advertising Agency: Ogilvy Brasil, Brazil

Chief Creative Officer: Anselmo Ramos

Creative Director: Fred Saldanha

Art Director: Eduardo Doss

Copywriter: Hugo Veiga

Advertiser's Supervisor: Alexandre Bortolai

Account Manager: Evandro Guimaraes

Account Supervisor: Carolina Vieira

Producer: Antonio Carlos

Art Buyer: Nanci Bonani

Photographer: Getty Images

Media Director: Toco Monteleone

 

 

一个人就能完成的集体照。三星的超强广角。

Advertising Agency: Cheil, Beijing, China

Executive Creative Directors: Jason zhao, Jacky Lung

Creative Directors: Yuming Fu, Shengxiong Chen

Art Directors: Shengxiong Chen, Qianli Ma

Copywriters: Yuming Fu, Wei Xu

Photographers: Zhong Shi, Jing Hui

Retouching: Zhong Shi

 

 

欲知肺癌详情，请继续吸烟。

Advertising Agency: TBWA\Vancouver, Canada
Creative Director / Copywriter: Paul Little
Art Directors: Angela Sung, John Williamson
Production: Julian Davis

 

 

麦当劳：真正的奶昔。

每次看到这个广告都会会心一笑，算是用画面来玩文字游戏的经典案例。奶昔，Milkshake，可不就是milk+shake吗？而直接上奶牛，更让你觉得它“原汁原味”。

Advertising Agency: DDB Helsinki, Finland
Creative Directors: Jukka Mannio
Art Director: Jukka Mannio
Copywriter: Vesa Tujunen
Illustrators: Janne Itäpiiri, Antti Salminen

 

 

 

What you leave out of Messenger, put it into Gold’s Gym

把你在messenger、facebook上不敢显露的部分，都交给金色健身房吧。

Advertising Agency: jotabequ Grey, San José, Costa Rica

Agency website:

Creative Directors: Alexander Obando

Art Director / Copywriter: Alexander Obando

Photographer: Noelia Badilla