德国圣诞广告让人动情
德国圣诞广告让人动情
It’s that time of the year again when advertising agencies and brands are putting all their best shots into producing some of the coolest and most memorable Christmas ads. And when it seems like tugging at people’s heartstrings is getting more and more difficult, since these days everyone has seen what a good commercial is (John Lewis, anyone?), German pharmacy DocMorris is getting us really heckin’ emotional.
又到了每年广告公司和品牌使出浑身解数制作一些最酷、最令人难忘的圣诞广告的时候了。当拨动人们的心弦似乎变得越来越困难时，自从这些日子以来，每个人都看到了什么是好的广告(约翰·刘易斯，有人知道吗?)，德国药房“医生莫里斯”真的让我们激动不已。
A 2:55-minute TV Christmas commercial made by ad agency Jung von Matt/ SAGA shows a grandpa dusting off a rusty old kettlebell for what soon becomes his daily morning exercise routine. In his days full of—quite literal—ups and downs, grandpa is getting stronger, but the clip titled “Take Care Of Yourself” totally gets us at the very end.
广告公司Jung von Matt/ SAGA制作了一则时长2分55分钟的圣诞电视广告，广告中一位老爷爷正在为一个生锈的旧壶铃除尘，这很快就成为了他的日常晨练。在他充满起伏的日子里，爷爷变得越来越强壮，但是在最后一段题为“照顾好自己”的短片完全抓住了我们的心。
Hailed as the biggest tearjerker of this year, the ad has been going viral on social media, amassing more than 12 million views since it was first posted on DocMorris’ YouTube channel on November 30. And you can totally see why right below.
这则广告被誉为今年最催人泪下的广告，自11月30日首次在YouTube频道上发布以来，已经在社交媒体上疯传，观看量超过1200万次。你完全可以在下面看到原因。
This viral TV commercial for the German pharmacy has been leaving everyone in tears and people hail it the best ad of this festive season
这则德国药房的电视广告让所有人潸然泪下，人们称赞它是这个节日季节中最好的广告
It seems like DocMorris’ “Take Care” TV commercial that caused such a buzz on social media was not, in fact, an original idea. A strikingly similar commercial for Italian Valle Camonica Servizi was directed by Paolo Tresoldi and aired back in 2017.
事实上，在社交媒体上引起轰动的莫里斯医生的“保重”电视广告似乎并不是一个原创创意。2017年，Paolo Tresoldi导演的意大利Valle Camonica Servizi也拍了一个类似的广告。
On December 20, the original author Tresoldi wrote on AdsOfTheWorld that the situation was resolved. He thanked friends and colleagues for all of their support and stated: “In recent days, we had the opportunity to meet with the @JungvonMatt agency, we found an intelligent, honest and professional interlocutor, thanks to their collaboration the situation was resolved amicably.”
12月20日，原作者Tresoldi在AdsOfTheWorld上撰文称，事态得到了解决。他感谢了朋友和同事们的支持，并表示:“最近几天，我们有机会与@JungvonMatt机构会面，我们找到了一位聪明、诚实和专业的对话者，多亏了他们的合作，情况得以友好解决。”
It turns out that the German ad agency JvM/SAGA, whose DocMorris commercial was a take on Tresoldi’s idea, has “recognized the copyrights.” Tresoldi further stated that “the agency worked with us to resolve this unfortunate situation.”
事实证明，德国广告公司JvM/SAGA已经“承认了版权”，该公司的DocMorris广告借鉴了Tresoldi的创意。Tresoldi还说:“我们合作解决了这一不幸的情况。”
Karthik, who previously worked as head for digital strategies in Ogilvy, Flipkart and Edelman, explained that “making others happy is the best way for you to find the goodness inside you can never go wrong, and this has been true for a long time, if you remember O. Henry’s classic story, The Gift of the Magi.” This is what makes the Christmas message in this TV commercial so captivating and beyond moving.
卡蒂克曾在奥美(Ogilvy)、Flipkart和爱德曼(Edelman)担任数字策略主管，他解释说:“让别人开心是你发现自己内心永远不会出错的优点的最好方式，如果你还记得欧·亨利的经典小说《麦琪的礼物》，你就会发现这种说法已经存在很长时间了。这就是为什么这个电视广告里的圣诞信息如此迷人，令人感动。
When asked about the possible plagiarism that the two advertising agencies sorted out between them, Karthik said that it does plague the advertising industry. “The original German film, while being incredibly bland and plain in comparison, is the exact same story right up to the final pay-off.”
当被问及这两家广告公司之间可能存在的剽窃行为时，卡蒂克表示，这确实困扰着广告业。“德国原版电影相比之下，平淡得令人难以置信，但故事始终是一样的，直到最后的结局。”
Karthik says that crediting sources for advertising ideas would be a way to avoid such situations. “Like it happens in music where we have legitimate cover versions and artists credit the original artists officially, we could have advertising ideas legitimately crediting their sources and then telling the same stories in a different way.”
卡蒂克说，向广告创意的来源授信是避免这种情况的一种方法。“就像音乐行业一样，我们有合法的翻唱版本，艺术家们正式认可原作者，我们可以让广告创意合法地认可其来源，然后用不同的方式讲述相同的故事。”
图片来源：Liucija Adomaite
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