文/Aoi

 

如今，互動廣告正在搶占傳統(tǒng)廣告的江山，創(chuàng)意商、廣告商自然也跟從消費(fèi)者的喜好將更多的注意力放在新媒體廣告上。于是，我們似乎很少能面對一張簡單的平面感嘆創(chuàng)意的奇妙了。動態(tài)有動態(tài)的優(yōu)越，靜態(tài)的魅力同樣值得回味。

一張成功的平面，除了要有好的創(chuàng)意，還需選用恰當(dāng)?shù)谋憩F(xiàn)手法，來達(dá)到幽默、戲劇化等預(yù)期效果。讓我們來看看下列10款經(jīng)典平面是如何做到的吧。

 

 

碰上這樣的情形……被打得滿地找牙是肯定的。牙科診所趕緊見縫插廣告——我們承諾：24小時(shí)內(nèi)補(bǔ)回你的一嘴牙。戲謔的口吻，場景的選取，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!

逼真的恐龍，讓你回到童年！用一種直效的表現(xiàn)驅(qū)動人們?nèi)游飯@一探究竟。而垃圾桶的戶外廣告也很有想法，仿真出一個(gè)人因?yàn)榭謶侄闫饋淼那樾?，真讓人好奇動物園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，入室行竊、翻墻越獄這等關(guān)鍵的時(shí)刻，他們竟然睡著！還不是因?yàn)檫@個(gè)床墊太好睡，一旦沾上，就醒不了了……

Fall asleep easily.讓你輕易安眠。

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

 

 

我們懷念小時(shí)候媽媽、奶奶為我們做的飯菜，有家的味道。但又實(shí)在不愿再重溫她們親昵的“折磨”。這下好了——

Fraich薯?xiàng)l，有奶奶的味道，沒有奶奶。

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

 

 

光顧著飆車，沒顧上來接你們。Can't stop driving.奧迪的駕駛魅力也太大了……

AdvertisingSchool: Miami Ad School Europe

Art Director / Copywriters: Frederico Gasparian, Alphons Conzen

Photographer: Frederico Gasparian

Post-production: Alphons Conzen

 

 

BandSports，7天24小時(shí)不間斷體育頻道。都怪你不間斷，男人們在照全家福時(shí)都走神了……巧妙的細(xì)節(jié)選取。

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

 

 

一個(gè)人就能完成的集體照。三星的超強(qiáng)廣角。

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

 

 

欲知肺癌詳情，請繼續(xù)吸煙。

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

 

 

麥當(dāng)勞：真正的奶昔。

每次看到這個(gè)廣告都會會心一笑，算是用畫面來玩文字游戲的經(jīng)典案例。奶昔，Milkshake，可不就是milk+shake嗎？而直接上奶牛，更讓你覺得它“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上不敢顯露的部分，都交給金色健身房吧。

Advertising Agency: jotabequ Grey, San José, Costa Rica

Agency website:

Creative Directors: Alexander Obando

Art Director / Copywriter: Alexander Obando

Photographer: Noelia Badilla