中央电视台的“AD 盛典”电视广告大赛,是第一次由中国举办,面向国际的广告比赛。智威汤逊中乔有幸应邀为“AD 盛典”发想其征集参赛的电视广告创意。很明确,这个广告的受众是国内外的广告人,所以从接手开始,我们就不断向身为广告人的自己提问:什么是广告?什么是好广告?怎样才可以激励好的广告来参奖?广告人最在乎什么?广告人怎样看待自己的广告作品…… CCTV “AD Festival ” TV Advertising Competition, is the first organized by China, the international advertising competition. JW Marriott was invited by JWT to create a TV commercial for his “AD Festival” solicitation. It is clear that this ad is the audience of domestic and international advertisers, so from the start, we continue to question themselves as advertisers: What is advertising? What is a good advertising? How can motivate good ads to participate in the award What do advertisers care about most? How do advertisers treat their advertising works?