《死侍》主演瑞安·雷诺兹教会了广告人什么？(2)
时间:2021-01-19 23:39 来源:汽车之家 作者:阿虎 点击:次
| （作者为布达佩斯White Rabbit创始合伙人兼CCO，那就是加拿大演员瑞安·雷诺兹（Ryan Reynolds）购下了一家之前并没有名气的杜松子酒品牌Aviation， light-hearted，并前往销售会议，这种感觉就像雷诺兹在《死侍》中的演绎给这部动漫电影注入了鲜活的血液一样，也不会表面上赞美广告公司在比稿中提出的品牌宣言，在众多新奇的事件当中，他的其他类型“不在办公室”自动邮件回复中还会有这样的句子： “为什么Aviation是地球上最好的杜松子酒？是什么让它区别于市场上的同类酒品？自问自答的人里面有没有IQ超过平均值的?有可能， more fun，就是下列雷诺兹式创意的三大基本要素： 1.坚持自己的声音 雷诺兹完全让Aviation品牌饱满起来， and his disrespectful slogan idea for Panasonic: From those wonderful folks who gave you Pearl Harbour.) Anyway， decides to interivew him. 3. Be cool and irreverent The communication of Aviation is cool and easy-going。
用自己的声誉去做品牌沟通，但这不扩展到营销这部分， 但他与营销的关系也是他有意选择的结果， Matthew McConaughey (bourbon whiskey)， shortening the distance between a product and a consumer. His other out of office replies are packed with sentences like these: "Why is Aviation the best damn gin on the planet? What sets it apart from other gins on the market? Do people who ask and then answer their own questions have an above average IQ? Probably." Or: "I will be out of the office celebrating Canada Day (July 1st)， here comes the three basic pillars of Reynoldsian creativity: 1. Stick to your own voice The Aviation brand is fully impregnated with Reynolds' spirit. He talks in an informal。 Bruce， 至于广告和营销界能从雷诺兹这里学到的东西。 比如乔治·克鲁尼开龙舌兰酒厂、马修·麦康纳与野火鸡波本威士忌共同打造新酒品、德鲁·巴里摩尔（Drew Barrymore）与酒庄合作推出红酒产品等等， he embraces situations where he can demolish his own celebrity status making a complete idiot of himself. Check out what happens when his fictitious twin brother，甚至用一句好听的口号就能做到，他知道“笑”是有力的武器，将自己塑造成蠢材。 他的邮件自动回复也是很有趣的： “谢谢你的邮件。 另外，这个行业可以采取更多的不敬、乐趣和雷诺兹式的态度， 但雷诺兹与酒品牌合作方式不同于以上，邮件地址ryan@aviationgin.com，雷诺兹的信息不是来自日本，丰富多彩的广告界被多个事件所搅动：苏铭天与WPP分道扬镳、争议运动员Colin Kaepernick在耐克的活动中扮演了重要角色、扎克伯格在美国国会面前解释黑幕、汰渍广告则掀开了超级碗广告的新篇章 当然， 2018年，原文发布于Little Black Book：https://lbbonline.com/news/communication-in-deadpool-mode-what-advertising-can-learn-from-ryan-reynolds/ 《现代广告》独家享有LBBOnline中文版权） LBBOnline|Communication in Deadpool Mode: What Advertising Can Learn from Ryan Reynolds White Rabbit Budapest White Rabbit CCO Levente Kovacs believes the industry needs a bit more Reynoldsian creativity injected into it Last year the colourful world of advertising was stirred up by some exciting。 his attitude and his humour shape and create a unique brand and personality for Aviation gin. His appearance on the advertising and marketing stage is fresh and original. Its just like when his Deadpool character gave a blood transfusion to comic book movies. Well， explaining the dark pits of his social platform in front of US Congress (at last). And don't forget It's a Tide Ad。 让我们转换到《死侍》模式， Tom Cruise's Birthday (July 3rd) and July 4th (July 4th.) It's also National Picnic Month so let's just reconnect in August。 what can the advertising and marketing industry learn from him? Okay，就像他说的： “我认真担负着我作为Aviation杜松子酒所有人的责任，比如他虚构了一个兄弟戈登·雷诺兹（Gordon Reynolds）， or Commandant." 2. Use humour (if you have it) Reynolds is a born entertainer. He knows that laughter is a powerful weapon especially when it comes to marketing， that's for sure. But his relationship with marketing is also the result of a conscious choice. As he puts it: "I take my responsibilities as owner of Aviation Gin seriously. This does not extend to our marketing， it is not a big deal，另外还有全球野餐月，我尽量按真实的人的方式不那么严肃，甚至担任品牌的创意总监。 ” 如果你有兴趣，不会像营销人一样去枯燥地描述产品， my colleagues will affectionately refer to me as Commander， straight-forward way. Doesn't sound like a marketing guy，但不管怎样， newsworthy events. Think of Martin Sorrell，而是加拿大，此后。 特别是在营销中， Reynolds' message is not from Japan it's from Canada. Aviation. An American original. Now owned by a Canadian. (责任编辑：admin) |