文/Aoi @頂尖文案TOPYS

2010南非世界杯官方合作伙伴——現(xiàn)代汽車的廣告，相信有人會欣賞美術(shù)，有人會贊美文案。沒有太多汽車技術(shù)的革新描述，只陳述精神。關(guān)于忠誠、挑戰(zhàn)、和追求完美。

Think about it.
It didn't begin with a massive contract, a private jet, luxury homes, high-priced PR consultants, legions of fans, supermodel girlfriends, on-call medical staffs, red carpets, endorsements and stretch limos. It merely began with a push. And intention refined. And re-defined. A desire to find new ways. And a passion to the best.

仔細想想。

大合同，私人飛機，豪宅，高價的公關(guān)，粉絲的信仰，超模女朋友，隨時待命的醫(yī)護人員，紅毯，擔保，豪車。不好意思，故事的開頭和這些通通沒有關(guān)系。故事始于一個推動（呼應畫面）。一種做到更好的愿望，接著再做到最好。一種永遠探索新路徑的欲望。一種力求完美的激情。

Think about it.
How do you earn true loyalty? It's not just a matter of where you're born or what language you speak. It's simple, really. Just give people more than what they ask for, and nothing less than what you demand from yourself. To earn true loyalty, you first have to show it.
仔細想想。

你怎樣贏得真正的忠誠？那跟你的國籍、母語都沒有關(guān)系。很簡單，真的。只要你給予超過人們期待的東西，并不低于自己的期待。要贏得忠誠，首先要拿出自己的忠誠。

Think about it.
There is no perfect ball. No perfect foot. No perfect shoe. No perfect coaching. No perfect training. No perfect field. No perfect climate. And, often, no perfect day. There is only the idea of perfect. The vision to imagine it. And the desire to achieve it. At Hyundai, we salute the players and teams that made it to this year's World Cup. And those on their way to the next.

仔細想想。

世上沒有完美的足球，完美的腳，完美的鞋，完美的教練，完美的訓練，完美的場地，完美的天氣。而且，往往也沒有完美的日子。完美只是一個概念。只存在于想象，和達到完美的欲望里。在現(xiàn)代汽車，我們向完美呈現(xiàn)這屆世界杯的球員和隊伍致敬，那些永遠在接近完美的人。

Think about it.
Mention "the shot heard 'round the World" to any American sports fan and they'll probably tell you about a heroic home run hit by Bobby Thomson in 1951. But ask anyone outside America, and they'll tell you it was the victory over England by an American team made up of mail carriers, a dishwasher, a meat packer, a funeral director and other weekend league players who found themselves taking on the reigning kings of soccer in the 1950 World Cup. The odds against them were 500-1. While others questioned their chances, the U.S. team answered with the most stunning upset in the history of the World Cup. They saw the challenge not as an obstacle, but the opportunity to get better. Because, in the end, that's how you get to be the best.

仔細想想。

提到“the shot heard 'round the World”，許多美國體育迷會跟你講起1951年Bobby Thomson那記英雄式的本壘打。但若問起美國以外地方的人，他們會告訴你這是關(guān)于1950年美國打敗英國隊稱霸世界杯的故事，而這支隊伍由由郵差、洗碗工、肉廠主、葬禮主持和其他周末聯(lián)盟隊員組成。當別人質(zhì)疑他們不過是走運，美國隊用歷史上最驚人的記錄回答了他們。他們不將挑戰(zhàn)視為障礙，而是變得更好的機會。只因最終，是挑戰(zhàn)讓你助你抵達完美。

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