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http://www.duanmu.net/article.asp?id=5035
中国上海,2011年5月19日-- DDB 上海正在为立顿公司茶品产业最新口味的立顿即饮绿茶推出一则新颖的广告。该广告将在TVC、影院广告、网络及户外全面展开,而该广告会随着5月19日的《加勒比海盗-惊涛怪浪》首次放映的影院广告首次在全国展开。
Shanghai, China, May 19, 2011 – DDB Shanghai is launching a fresh new campaign for Lipton’s Ready-to-Drink Green Tea, the newest flavor in the company’s ready-to-drink tea line. The campaign will be rolled out via TVC, cinema ads, online and outdoor, with the cinema ad making its debut nationwide at the movie premiere of “Pirates of the Caribbean: On Stranger Tides” on May 19.
亚洲明星大腕金城武担任主演。TVC带着观众一同前往美丽的杭州西湖,共享一次迷人的电影体验。广告中,金城武喝了一口立顿绿茶,接着被它的清爽原味带到了如画的龙井茶胜地--西湖。该广告采用了“幻想之旅”作为其创意理念并融合了优美的特效来展示人们喝了立顿绿茶而体验到的茶的振奋和刺激作用。
Starring popular Asian actor Takeshi Kaneshiro, the TVC transports audiences to Hangzhou’s beautiful West Lake for an enchanting cinematic experience. In it, Takeshi takes a drink of Lipton Green Tea and is transported by its refreshing and authentic taste to West Lake, a picturesque location famous for its Longjing tea leaves. The campaign utilizes an “imaginary journey” as a key creative concept and incorporates elegant special effects to bring about a revitalizing and stimulating tea effect that one experiences when drinking Lipton Green Tea.
拥有着最佳的生产价值和一流的演员和工作人员,该广告成为立顿的又一里程碑。立顿继续在中国执行其敏锐的品牌战略,作为茶品专家(一个全球知名茶饮料品牌)主导着的该市场。DDB上海团队为拍摄整个广告奔赴了东京、曼谷和悉尼。
With a slick, first rate production value and an A-list case and crew, the campaign represents another milestone for Lipton as it continues to execute an incisive brand strategy in China, leading the market as a global tea beverage brand known for being The Tea Experts. The entire production of the campaign took the DDB Shanghai team to Tokyo, Bangkok and Sydney.
DDB上海立顿主管Margaret Wu说:“因为我们继续通过一流的执行来推广品牌传播理念,所以我有信心这次的广告能让观众们大开眼界,在竞争上也是一次开创。”
“I’m confident that this campaign will bring about an eye-opening experience to the audience and to the competition as we continue to promote the brand communication idea via a first-class execution,” said Margaret Wu, Director-in-Charge of Lipton at DDB Shanghai.
这是立顿二次与一流的演员和工作人员合作:由金城武担任代言人,Masami Kamiyama担任导演而Takaki Kumada担任摄影师。DDB上海曾在2010年与立顿合作为立顿即饮斯里兰卡红茶推出一则广告,同样由金城武担任主演。
This is the second year that Lipton has collaborated with an A-list cast and crew, with Takeshi Kaneshiro as the spokesperson, Masami Kamiyama as the director, and Takaki Kumada as the photographer. In 2010, DDB Shanghai collaborated with Lipton on a launch campaign for Lipton’s Ready-to-Drink Sri Lanka Black Tea, also starring Takeshi Kaneshiro.
百事立顿国际亚洲区营销总监Kate Lee说:“即饮茶饮料在中国的竞争是十分激烈的。该广告不但在战略上完美无缺,而且在执行上也是异常优越。我相信它会在该行业立定一项新的标准。”
“The competition in the ready-to-drink tea category in China is fierce. Not only is this campaign strategically sound, it is exceptional in execution. I’m sure it will set a new standard in the category”, said Kate Lee, Asia Marketing Director, Pepsi-Lipton-International.
Credits:
Client: Pepsi-Lipton-International China
Creative Agency: DDB Shanghai
Chief Creative Officer: Michael Dee
Director-In-Charge: Margaret Wu
Production House: InShow
Post production house: Post Modern
Director: Masami Kamiyama
Photographer: TakakiKumada
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