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纽约快开彩票新推广告 主题从劲爆到从容显成熟
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“准备好了！”
4 i; H: D1 h. u6 C “准备好了干嘛？”# C1 K5 U Z$ j& m+ b2 _6 u$ |: E
“刮彩票！中大奖！幸运总是只在那么一瞬间，所以要时刻准备着，更要准备好了……”% n( t* @ r5 `6 \
本周，美国纽约彩民看到了一批全新的彩票宣传，其主题为“准备好了”（BE READY），这很容易让彩民们想起此前那句经典彩票宣传语“嘿，你永远不知道(HEY,YOU NEVER KNOW)”——有分析人士认为，前者重在拉升知晓度，所以方式较为劲爆，而后者则表现出一种淡然和从容，这与彩市成熟度有关。而广告本身的创意，亦愈显成熟。
. j/ @- v) O; } D “你不知道”“一美元一个梦”
2 T) W0 I) H& P' y9 p# e' ^8 K 事实上，无论是“准备好了”，还是早前的“你不知道”及“一美元一个梦”，这些充满创意的广告，均出自同一家广告公司。2 d/ K+ E* a" C( f
曾经，该公司的彩票广告“嘿，你永远不知道(HEY,YOU NEVER KNOW)”以其通俗易懂，成为不少彩民心中的经典。该广告中，配乐“假如我有100万美元（if i had a million dollars）”属于轻快调皮的乡村音乐风格，两位歌者通过“百万美元”这一假设，畅想未来，与宣传中的“你不知道”巧妙呼应：中奖这件事，你永远不会知道什么时候会发生。/ d( Y5 ?* ~3 }7 n2 D i4 ^, D
而更早之前的“一美元一个梦”广告，则将创意指向即开型彩票仅售1美元这一特点，寓意彩民只需要花1美元，就可以拥有一个中大奖的美梦。
4 \& M; x7 F# q! e 与众多彩票宣传不同的是，这家公司的广告创意并不直接涉及“中得大奖”这一内容。但却总能收到“不提大奖，却处处大奖”的效果，这尤其在“准备好了”系列广告中
" F/ M j8 u; m- z5 {$ r “他们都时刻准备着”8 v) n. d3 C5 A
制作“准备好了”主题系列广告的DDB公司在接受《纽约时报》采访时透露，因为不少歌曲中均有这一句，所以字面上特意选择了“Be ready”而不是“Get Ready”、“People Get Ready”或“Be prepared”。“BE READY更能传达人们玩快开型彩票时，那种下一秒就能享受中奖快感的特点。”* s' C8 V8 d8 j6 B
在该主题的电视广告中，出现以下画面：地铁中一男一女穿着泳衣；焊接工穿着燕尾服工作；办公室里埋头写文件的女子身着婚纱；公交驾驶员穿着球衣，似乎随时要去参加一场比赛……这些人似乎都时刻准备着去做一件与场景迥异的事情。
1 W$ {% ]1 {8 \5 d7 u) D 最终，画面以主题口号结束——“准备好了，好运总在一瞬间。”
/ D' b e. A& V3 ~: r DDB公司认为，透过这些看似日常但是暗含一点特别的画面，容易拉近与受众的距离，同时，婚礼、球赛、晚会……这些愿望，都普通但却美好。“我们想说的正是这些，可能不是让你辞职养老的大奖，但那种可以实现你小愿望的奖，正是即开票的特点。”. b7 L7 y, ]- M, T' M% c
据悉，这个活动预算大概在900万美元，既包括了印刷和户外广告，也包括了电视，广播商业广告。在销售点如商店，书报亭也有相应的广告。稍后也将有广告在纽约彩票网页上展出。 |
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