文/VIVI

類似中國(guó)的閏月，在西方，每隔兩三年多出來(lái)的那第13個(gè)滿月，就叫做blue moon。

《牛津英語(yǔ)詞典》中的諺語(yǔ)：If they say the moon is blue, we must believe it is true.(如果有人說(shuō)月亮是藍(lán)色的，我們就必須相信那是真的。)可見(jiàn)，blue moon在英語(yǔ)里暗示了一種明顯的荒誕不經(jīng)之事。

until a blue moon 絕不可能

once in a blue moon 偶爾、罕見(jiàn)

對(duì)于金卡客戶而言，American Express這次提供的白金卡年費(fèi)限時(shí)半價(jià)優(yōu)惠（900→450），無(wú)疑也是非常罕見(jiàn)（once in a blue moon）且具有吸引力的。

為了呼應(yīng)blue moon的雙關(guān)，廣告公司特意說(shuō)服客戶，把這個(gè)DM發(fā)放時(shí)間從原定的2010年三月中旬安排到三月底——真正的blue moon出現(xiàn)之時(shí)。

這個(gè)創(chuàng)意也許算不上bigidea，但它提醒我們，對(duì)民俗、文化多一點(diǎn)了解，能讓創(chuàng)意多一些生根發(fā)芽的所在。

“There must be a blue moon tonight. The Platinum Card. With an introductory offer you’ll rarely see – just $450 for your first year.”

American Express wanted to inform their Gold Card customers of a very rare offer. Their prestigious Platinum Card was $450 for a limited time, instead of the usual $900 annual fee. Offers this good only come around once in a blue moon, so we decided to use that as the creative idea. The box including a mock card, was originally due to lodge mid-March but we talked the client into waiting a while so we could mail it to coincide with the actual blue moon at the end of March 2010.

Advertising Agency: OgilvyOne, Sydney, Australia
Creative Director: Matt Andrews
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Illustrator: Brenton Bleechmore
Published: March 2010