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2001年8月,我们接到中央台“以德治国”公益广告的创作邀请,这确是一个令人激动的挑战——创作公益广告,看似可天马行空,但要真正从熟识的生活中挖掘新的视角,给人以心灵的撞击,绝非易事。在“头脑激荡”的会议上,我们的美术指导突然想起他在乘地铁时注意到的一个细节:一只空可乐罐在车厢里被人不经意地踢来踢去。这个被他记住的细节,也让在座的所有人眼前一亮,因为当时正是中国队备战世界杯赛时期,“踢足球”是社会上的热门话题,而“踢皮球”则是社会公德中的陋习,两者正好巧妙结合。创意元素有了,如何让它融入新的组合中呢? “足球解说”!在讨论中,体育解说员的声音被提了出来,并立即得到热烈响应。对了,让解说员评球的声音与踢可乐罐的画面结合,让解说员从一开始乏味的解说,到最后激动地宣布进球(同时,可乐罐被投进垃圾桶),不是很有新意吗?
In August 2001, we received an invitation to CCTV’s “Ruling by Country” public service advertising. This is indeed an exciting challenge - creating PSAs that seem to be overwhelming, but to be truly familiar with life. It is no easy task to tap into new perspectives and give people an emotional impact. At the “brainstorming” meeting, our art director suddenly remembered a detail he noticed while taking the subway: An empty coke can was kicked and kicked in the car. The details he remembered also made everyone in the room brighten up, because it was the time for the Chinese team preparing for the World Cup. “Kicking football” was a hot topic in the society, and “kicking the ball” was The bad habits in social ethics, the two are just clever combination. With the creative elements in place, how can it be incorporated into the new combination? “Football commentary”! In the discussion, the sports narrator’s voice was raised and immediately responded enthusiastically. By the way, let the narrator’s commentary match the picture of the kicked coke can, let the narrator boringly explain from the very beginning, and finally announce the goal with excitement (at the same time, the coke can was thrown into the trash), not very Is it new?