娜娜的YAMAHA教室

作者：舞言（小懒） 2002年12月1日，多伦多
本文刊登于2003年第3期“中国广告”杂志

相信很多人都看过并记得ABSOLUT伏特加酒的广告，尤其是它的平面广告作品。无论在这个世界的哪个角落，当人们见到ABSOLUT的广告时，很自然的反应，应该说潜意识里就会不自觉地问自己，这次又有什么新花样？他们又做了些什么出来呢？或许每个从事广告行业的人都曾梦想能创造出如ABSOLUT般的传奇作品，而很多客户，不管是卖鞋的，卖软件的还是糖果的，也都曾经不止一次地问过自己的广告代理公司同一个问题，那就是"能创作一套象ABSOLUT一样的平面广告吗？"

确实，在人们眼里，ABSOLUT伏特加绝无仅有的产品设计似乎正是其成功之所在。多少年来，围绕着它那经典的瓶子形状，ABSOLUT不仅仅在酿造着世界上最纯净的伏特加酒供人们享用，更以其绝妙机灵的想法酿造着意味深长的平面广告作品，让我们的眼睛在静静的享受中陷入另一种迷醉。可以说，ABSOLUT的成功是果断的大胆加上持之以恒的坚持的结晶。在这个过程中，客户和广告代理公司之间坚决的信任和无间的合作功不可没。您现在阅读的文章来自品牌几何。

从最初开始，ABSOLUT的广告就已经开始在创造一种关系，一种和受众的关系。从第一个作品问世到现在，ABSOLUT的这套广告运动都执行了二十多年了，光出街的稿也有1000多个。尽管在这个过程中有不断的创新、发展，但从未偏离主题。在一系列的广告中，ABSOLUT从最初的对瓶子自身资本的运用，到庆祝这个瓶身的资本同时展现它的机智，一直在不断地挑战受众，取悦他们，让人感到痒痒的，并从中引发灵感，甚至让人在搞明白ABSOLUT广告本身内容的过程中深深陷入一种迷醉。

我们都知道，对于广告代理公司来说，最怕的是要把产品放得大大的，而且摆在显著位置；而几乎所有客户也都希望在广告中永远看到的是自己的产品。几乎没有创意人员希望把产品放在最显眼的位置。大家都希望产品越小越好，最好小到不能再小，这样还不够，最好再一脚把它踢到画面的不起眼的角落。确实，没有产品和品牌出现的广告能够令人们认知并引发购买冲动确实会很高明，这样说来，似乎以产品为主的广告永远都是很乏味的。但ABSOLUT说了不！ABSOLUT的广告不但在最大程度上满足了客户对产品出现的期望，更机灵的利用产品本身的资本酿造着出色而独特的绝对文化。

最早的一个广告上是一个顶部有光晕的ABSOLUT瓶子，标题是"ABSOLUT PERFECTION(绝对完美)"，字体、大小都和现在的一样。之后的一段时间，ABSOLUT始终以透明的瓶子本身为主体，只是内部在不断变化。这个阶段可称之为产品广告阶段。在持续延用这种严谨的格式多年，一方面ABSOLUT建立了鲜明的品牌形象，但在此同时，也为品牌本身的发展套上了枷锁：总是一张瓶子的照片和背后的光晕（光晕是摄影师Steven Bronstein加的，到今天，他仍然拍很多ABSOLUT的广告），总是两个字的标题，画面上总是一点点睿智。

几年后，ABSOLUT勇敢地开始了第一次自我挑战与突破。那就是不仅"去掉许多产品加给自身的限制，而且强化并夸张品牌的时尚成份"。灵感或者说启发本身竟然来自一个从不喝酒的人。那时，ABSOLUT 的美国进口商，Carillon的总裁Michel Roux在委托Andy Warhol帮他画一幅Carillon另一个产品的画，吃晚餐时，Warhol告诉Michel他也被ABSOLUT广告"狡诈"的瓶子所迷惑，尽管他不喝酒，但有时也用ABSOLUT作为一个放香水之类的东西。Warhol提议让他画一个自己所感觉的ABSOLUT瓶子，Michel同意了，甚至当时根本就没想到要用到广告上，只是说"看看怎么样吧"。

尽管像当时其他看到ABSOLUT的黑色瓶子的人一样惊讶，Michel还是很喜欢并想，也许用它可以做个很好的广告。当然，花了很多经历才说服广告公司接受他的想法，因为广告代理商认为当时的广告很好，但Michel却是个执着的梦想家。没有任何客户在他之前想过用艺术来做市场策略。可贵的是，Michel进行了一系列行动：他让Andy介绍一些艺术家给他。于是他认识了Keith Haring, Keith又介绍Kenny Scharf给他。和很多知名的艺术家合作之后，Michel进一步和一些正在升起的艺术新秀进行合作。这是一个难能可贵的尝试，他不仅冲破了ABSOLUT产品广告的枷锁，更开始为品牌注入一股浓郁的文化内涵。于是ABSOLUT的Campaign以一系列主题为"ABSOLUT cities(绝对城市)"进一步延伸。这套具有变革性的方案很快就创造了另一个机会：1987年的一天，做AE的很具有想像和条理的Page Murray冲进美术指导Tom和文案Dave的房间说："ABSOLUT在L.A.(洛杉矶)的销售在急剧上升，我们需要做点针对L.A.的广告。"您现在阅读的文章来自品牌几何。

Tom, 就像很多其他美术指导一样，很喜欢收集有意思的画片。他当时刚刚看到一张游泳池的图片并十分迷恋。那时他一直在想他手头有什么工作可以用到那张图片。于是他就做了很多把游泳池形状变成ABSOLUT的瓶子形状的草图，拿给创意总监看。结果受到很大打击。Arnie Hrlow觉得少了真的瓶子，Peter Lubalin更是说"不行！L.A.只是个地方，没表现出任何有关产品和消费者的好处"。对于这些创意总监来说觉得不舒服的是，很明显，这是在改变游戏规则，这样人们就不知道ABSOLUT到底在做什么了。幸运的是，客户并没有固守陈规，广告得以制作出街，从而掀开ABSOLUT Campaign 发展中新的一页。

在Campaign创新的过程中，是一种在范围和深度两方面的持续成长。ABSOLUT成功地突破的酒本身的限制，从而将品牌本身扩展成为一种独有的文化，围绕着其他类型及风格如电影（ABSOLUT SHOT），图片(ABSOLUT PICTURE)，时装(ABSOLUT STELLA)等等。所有这一切，作为客户，Michel功不可沫。同时值得称道的是，在其他客户在通过不断变换方案来保持品牌个性的新鲜时，ABSOLUT已经做到了在不改变广告运动主题的情况下保持广告的新鲜与张力。

毋容置疑，ABSOLUT的瓶子设计一直被誉为经典之作，它的独特造型也正是无数人爱上ABSOLUT的原因，即使是许多滴酒不沾的人们也对其爱不释手。其实，最初它的诞生源于生计问题。当初这家酿造公司和品牌的拥有者，Vin & Sprit，认识到为了生存，必须把产品出口到美国。首先碰到的问题是找到一个合适的进口商。经过很多次毫无结果的接触后，最终与Carillon Importers达成协议。在只知道不能说不的情况下，大胆地的设计组开始设计一个能够表现产品本身挑战性的瓶子。最终由瑞典的药瓶得到启示，创造出有史以来第一个没有纸贴的装液体的瓶子。不像绝大多数的瓶子有着长长的瓶颈和方的瓶肩，ABSOLUT的 瓶子设计成短瓶颈加上圆瓶肩。在设计完成后，立刻进行市场调查看看反应。可想而知，最初的调查结果非常令人失望，结果显示"极其不适宜"。万幸的是，当时Luckily AL Singer, Carillon的老板说"谁需要调查？"，从而推动了进程。

如果当时按照调查的结果，那么就不会有今天的ABSOLUT。将同样的哲学用到广告测试上――在近20年里，ABSOLUT的客户从未通过测试来确定广告是否适合。可以说，这是一个极其聪明的行为。调查本身并非毫无意义，相反，它在很多方面都有举足轻重的作用。而ABSOLUT所坚守的是"从未通过测试来确定广告是否适合"。创意本身，或者说新鲜的从未有过的想法总是让人望而生畏甚至感到一种不安全感。如果把创意放到调查中，相信结果往往会令人不安。很简单，人们需要安全感，陌生的东西令他们感到不安甚至恐惧。在调查中人们往往喜欢的是自己熟悉的东西，然而当你真的把他们熟悉的东西制作出来拿给他们看，他们反而不会有任何触动。创意本身是天然的、自发的、感性的、非培植性的，而调查本身是人为的、操作的、理性的。这就是为什么很多电视广告脚本或是平面创意草稿在调查下来变得体无完肤的原因。在调查中，创意被一点一点扼杀，最终留下的只能是平庸和所谓的安全。

ABSOLUT是绝对的，它的广告是绝对的，这样作品的诞生却是相对的。好的广告作品的诞生离不开特定的市场，一定成熟程度的消费者，敢于挑战现状的客户决策和充分丰富的市场细分。好广告有它产生的理由，ABSOLUT有它存在的理由。如果就此过度褒贬客户的开放和勇气或者市场调研的优劣，我们也未免太绝对。一个逐渐细分和成熟的市场，一个消费者逐渐分层和区分越来越清晰的市场，将带给我们更多机会，更多走向ABSOLUT的机会。

干杯，ABSOLUT！

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