初入广告,总喜欢问:好创意是怎么来的?进入广告,才明白“功夫在诗外”。确实,广告里面找不到广告走出广告,我们找到了广告。还记得那小小的牛奶订单吗?很硬很旧的纸板,上面密密麻麻写满日期。小的时候,每天跟大人到附近的牛奶站,换一瓶牛奶就划掉一个数字。所有数字都划掉后,就要重新换一张牛奶订单,并领回帐单。后来,当我们渐渐长大,有送牛奶的叔叔阿姨每天清晨将牛奶送来,放在门前的台阶上或是小木格里,顺带取走里面的空牛奶瓶。订牛奶的故事一直到今天还在继续。 Into the advertising, always like to ask: how come a good idea? Enter the ad, only to understand “Kung Fu outside the poem ”. Indeed, there was no ad in the ad and out of the ad. We found the ad. Remember the small milk order? Very hard, old cardboard, full of dates. When I was young, I went to an adult milk station every day to exchange a bottle of milk and crossed out a figure. After all figures have been crossed out, a milk order will be renewed and the bill will be returned. Later, as we gradually grew up, aunts and uncles who sent milk sent milk every morning, on the steps in front of the door, or in small wooden boxes, and then took away the empty milk bottles inside. The story of setting milk continues today.