Neil French作品：X.O.啤酒，躺着喝。-4A广告提案网 | 广告小报

X.O.啤酒（前言）
The object of the exercise was to prove to clients, who believed that things like beer, and shampoo and stuff like that, could only be advertised on television, that press was a viable medium.
这个广告的目的是向那些认为啤酒、香槟之类的产品只能通过电视做广告的客户证明一个事实：印刷媒介一样可以。
After several false starts, when I floundered about, trying to make a half-interesting campaign out of statistic, I re alised that the only way to prove something is to do it.
数次不顺的开始后，我艰难的尝试从统计结果做个半趣味性的广告，我意识到证明一件事的唯一方法就是把它做出来。
The statistic, after all, are available to everyone: reiterating the damn things won’t actually persuade anyone.
即便反复说那该死的统计结果，实际上也没法儿说服任何人，但毕竟每个人都接受它。
To cut a long story short, we invented a brand, we designed the pack, we advertised it, and there wasn’t any!
长话短说，我们自创了一个啤酒品牌，为它设计包装，给它做广告，但什么实物也没有！
We went against all perceived rules.
我们打破所有成规。
The beer was dark and extremely strong.
黑黑的X.O啤酒，酒劲猛烈。
We would have no pouring shots, no drinking shots, no male bonding, no status-symbols, no babes, – and the strategy would be ’XO gets you pissed quicker’.
我们没有倒酒画面，没有畅饮场景，没有大男子图片，没有地位象征，没有小孩——我们的策略是“XO啤酒，让你醉得更快！”
It was an incredible success.
难以想象的成功。
Demand for the non-existent product went through the roof.
很多人要买这种不存在的产品就是明证。
Barmen were assaulted for not stocking it!
酒吧老板因为没货而遭到攻击。
The campaign became legendary.
这个广告成了传奇。
And I don’t think a single client changed his opinion. Make of that what you will.
当客户了解了你的能力，没有人会不改变它们的看法。
I wrote and art-directed.
我亲自撰文和指导设计。
Hanchew took the pictures.
汉秋负责图片处理。
Most credit goes to Singapore Press Holdings, and the bravery of Tham Khai Wor and Dennis Tay, for running the campaign.
大部分赞誉都该归于新加坡普雷士酒店，以及坦开沃和丹尼士·泰的勇气，是他们支持启动了这个广告。
Agency: Leifitz Jussa Bollasch Erris
代理商:LJBE

Page1
Like being struck behind the car with a sockful of wet sand, only nicer. Slightly.
就像在车后的湿地被袭击了。只是，稍微好点。
X.O. Beer is 12% alcohol, and best taken lying down.
X.O.啤酒含12%酒精，最好躺着喝。
Available soon in bars with nice, comfortable floors.
有漂亮舒适地板的酒吧，马上就能买到。

Page2
So experience the effect of our beer without buying one, stand behind a policeman’s horse, lift its tail, and insert an ice – cube.
站在警察马后，提起他的燕尾服，往里面塞块冰。不买也能体验X.O.啤酒的威力。
In absence of horse, policeman also can.
没有马，只有警察也可以。
12% alcohol, and available soon in bars with nice comfortable floors. X.O. Beer take it lying down.
含12%酒精，马上就能在有漂亮舒适地板的酒吧买到。X.O.啤酒，躺着喝。

Page3
As our contribution to road safty, may we point out that drinkers of our beer will never drink and drive, because after three nobody ever remembers where they packed the car.
12% alcohol, and available soon in bars with nice comfortable floors. X.O. Beer. Take it lying down.
鉴于对道路安全的贡献，也许我们需要指出：凡是我们的酒客都将不再酒后驾车，因为三杯下肚后，没人记得自己把车停哪儿了。
含12%酒精，马上就能在有漂亮舒适地板的酒吧买到。X.O.啤酒，躺着喝。

Page4
12% alcohol, 100% lethal and available only in selected bars with nice comfortable floors. X.O. Beer. Take it lying down.
含12%酒精，100%喝醉。只在有漂亮舒适地板的酒吧售卖。X.O.啤酒，躺着喝。

Page5
X.O. Beer. Take it lying down. 12% alcohol, and available soon in selected bars with nice comfortable floors.
X.O.啤酒，躺着喝。含12%酒精，马上就能在指定的有漂亮舒适地板的酒吧售卖。

Page6-9（主文案一样，配图不一样）
12% alcohol, 100% lethal and available only in selected bars with nice comfortable floors. X.O. Beer. Take it lying down.
含12%酒精，100%喝醉。只在指定的有漂亮舒适地板的酒吧售卖。X.O.啤酒，躺着喝。

Page10
THIS WAY UP
就这里拿起来！
By popular demand, our new XXX, for the habitual X.O. Beer drinker.
广受欢迎的新【XXX可能是酒杯，待论证】，专为喝X.O. Beer成性的酒客准备。
The infamous and lethal X.O. Beer is now exclusively available, on drought, at Orang Utan, in Jiak Kim Street, where the floors are painfully hard.
无良且一喝就醉的X.O.啤酒。现在只在加卡金姆街的Orang Utan有卖，因为那里的地板又干又硬。

Page11
Above. The floor of the Orane Utan, in Jiak Kim Street where xxx xxx xxx The infamous and lethal X.O. Beer is now exclusively available, on drought. X.O. Beer take it lying down.
上图是Orang Utan的地板。无良且一喝就醉的X.O.啤酒。现在只在加卡金姆街【XXX可能是形容地板的形容词，待考证】有卖。X.O.啤酒，躺着喝。

Page12
X.O. BEER is 12% alcohol, and is therefore only available….X.O. BEER take it lying down.
X.O.啤酒，含12%的酒精。因此只在【…可能是地名，待求证】X.O.啤酒，躺着喝。

Page13
Coming Soon
X.O. BEER is 12% alcohol, and best taken lying down. Available soon in selected bars with nice, comfortable floors.
即将上市
X.O.啤酒，含12%的酒精。最好躺着喝。马上就能在指定的有漂亮舒适地板的酒吧买到。

2012-11-2 11:27（SH）
2012-11-7 12:34（SH）
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