|
|
和記電訊以外的廣告效應 (網主)Updated 1/8/99 更新
近年Leon每次為和記拍攝的廣告，都會在圈內、外引起話題，亦帶起不少廣告效應。
不必說，和記自然獲得最大的效應：其門如市；手機賣至斷市、補貨又斷市；廣告中的對白成為流行「口頭禪」等等。
而周邊的效應也不少，例如：Leon的衣飾被仔細介紹、廣告中的小吃大行其道、外景地成旅遊熱點，今次當然也不例外，我們也收集了一些，讓大家去看看。
黎天王傳授媾女絕招
黎天王傳授媾女絕招和記廣告又出新招，唔單止靚人靚景、健康醒神，而且仲越來越有教育意義，繼教你的做人道理同男女相處之道，今次仲傳授埋結識異性的秘技，天王過招，所向披靡。等我單眼超一超，逐一解話話你知。
絕技一︰造型煞食 - 由型仔特工、乖仔留學生、正氣籃球社工、情深義重男友到開朗旅行家，黎明的廣告造型一個比一個突出。今次更以健康沙灘小子look出現，一身緊身「滑浪服」加滑浪板，玩完滑水再來個水上電單車，有型有款有實力，各位女士仲唔迷到三魂唔見七魄。
絕技二︰目光銳利 - 黎明雖然眼袋大大，但眼神迷人早已街知巷聞，電力僅次於偉仔同發哥。在新廣告中，天王絕對交足功課，首先是美女如雲的邁亞密海灘上認定目標，再用充滿自信的交流電去吸引對方，要目光銳利但不帶殺傷力，含蓄卻又有千言萬語，認真唔講得少。
絕技三︰膽大心細 - 追女仔一定要主動出擊，但係點樣開口先唔會乞人憎，技巧當然要有。平時黎明成日俾人話講說話鍾意帶人遊花園，在廣告內卻是直接了當，一句「CanIHaveYourNumber?」，單刀直入又帶點傻氣，之後仲記得打番去留電話同問人名，正所謂膽大心細，就所向無敵。
不過最後補充一句，若你自問樣貌身材無黎明一半咁好，以上的媾女絕招都係學來傍下身算了，獻醜不如藏拙啦。
(摘自www.hongkong.com的娛聞天下)
黎明「LUM」女程式大拆解
(東方日報：99年6月15日 講廣告)
*陳酷*
黎明為流動電話拍攝的一系列廣告，最近被選為觀眾最有印象的廣告，證明這批廣告效力不凡，但究竟廣告成功的背後，所用的是甚麼絕橋？有人說是善用了最煞食的靚仔溝女秘技，有人又說是MTV 加金曲效應。要了解呢個九十年代最成功廣告的成功方程式，又或者創作人想學o下o野，就要細讀呢篇黎明廣告成功程式大破解！
黎明手機廣告方程式
黎明替和記傳訊所拍的電視廣告，可算是互惠互利，兩者合作在觀眾及用家心目中都留低一個掛鉤式的聯想，提到黎明廣告一定記得和記，用和記電話就會想到黎明。誇張的情況係：最新的摩記嬌小基電話一出，坊間男的人人一句：Can I Have Your Number？個個女士都變成黎天王的沙灘新女。廣告激效可想而知。
其實係占士邦橋
呢種讓觀眾身體力行模仿的對白設計，只係方程式的一個重點部份，而拆解整條方程式，其實沿用的是一條永恆的占士邦橋段，即係英俊男主角在不同地方 (好多時係異地) 歷險，撞到美女一起上路但總要分手。嚮占士邦片入面，女主角就叫做邦女郎，嚮黎明廣告入面，就叫做阿May 。正如廣告的信息，黎明每次都有新發現。如果呢條經典正橋占士邦用了二十幾套都仲掂的話，即係話黎明呢個香港占士邦起碼都仲有排拍！
六大必殺技
（1）天王搭新女
黎明和記廣告每次有新一輯出場，最受注目的就係：今次又有邊個新女上場？無錯，天王搭一個生面口係最掂的，相比之下，如與楊采妮拍的那一輯，就無咁多人講喇！因為好似占士邦搵邦女郎咁，一定唔好搵個有番咁上下斤兩的，先至顯得大男人的英明神武！仲有，要有聲勢多人講，就要拍愛情橋段好Ｄ，好似黎明都拍過一個親情篇，但就明顯無其他追女式廣告咁受歡迎！
（2）電影劇情式廣告
94年的「天地情緣」開創了電影劇情式廣告拍法，有人物、背景、大場面，劇情更緊張得要人追睇，廣告時間亦大大延長，出現兩三分鐘的所謂劇場版。
（3）上下兩個
由於廣告電影化，令廣告創作人度出上下兩集形式播放，通常第一集留下線索或危機，待第二輯提供答案，吸引觀眾好奇心。例如在「天地情緣」中，特務軍能否捉到黎明？又如跌落山崖命運如何？以及最近呢輯，問女仔個名，佢肯唔肯講呢？等第二集自有分曉！
（4）貼緊流行文化
每一輯廣告其實都係當時文化興Ｄ乜的指標，例如94及95就扮「生死時速」、97年興笨豬跳來個跳大橋、公路，另一輯就大玩電腦Morphying變形效果。而到了最新的邁亞美一輯，就用日劇「戀愛世紀」的嬌小電話及在對方手機留自己電話一招。
（5）動人「林」歌
用得黎天王，自不然就連隨有主打歌，每年都成為各大獎得主，由「那有一天不想你」到「如果可以再見你」全是每年金曲，配合廣告出時卡拉ＯＫ又有優先試唱，歌紅就連廣告都紅。
（6）易學點題對白
呢點更唔使講，廣告出街後，當街當巷會有人學足黎明咁講：Can I Have Your Number？不過有幾多個女仔輕易咁講「才羅你部電話o黎丫」就唔知喇！
總結：
用廣告人的邏輯而言，黎明和記廣告呢個夢幻組合，唔係亂爆出來的創意，而係依照廣告創作大法的一次勝利，而呢條絕橋就係黃霑叔叔早輪嚮佢個創意講座都講到的「渾」呢一招，即係集過往的元素來一次更新再組合。呢句係廣告創意大師的名言：Creation is The Recombination Of Old Elements創作係舊元素o既重新組合！明未？
99熱浪篇賣點
(1)邁亞美May May：Angela係美日混血兒，有小泉今日子Feel，網熱辣辣的邁亞美沙灘，配合夏日氣氛。
(2)主打歌走快歌Upbeat風格，Sugar in The Marmalade 即係「Jam 入面o的糖」咁解，甜到漏！由雷頌德作曲，林夕作詞。
(3)憂天熱浪風情，黎明露肉大玩滑浪同海上運動，配合的的式式嬌小電話，大Sell青春。
(4)第二集先至會揭露May的回應。
Recently, a survey revealed that Leon Lai’s series of mobile phone commericals was the most popular and most memorable. This shows that that these commercial’s selling power is enormous. So, what is the secrets of its success? Some argues that it used the scene of handsome guy, beautiful ladies story line, other suggests that it is the songs and the MTV’s appeal. To understand the 90’s most successful advertising campaign, or wants to learn its formula, then we have to explore the following “ The Success of Leon Lai Advertising Technique”!!
Leon Mobile Phone Commercial Formula:
Leon has been starring in Hutchison Telecom TV commercial for many years and it is agreed that both are gainers in this partnership. Their partnership has indented into the minds of the consumers. When you think of Leon ads, you immediately think of Hutchison Telecom and vice versa. A more exaggerated circumstance occurs when the new Motorola A was introduced, the catchphrase being “Can I have your number?” and of course all the ladies imagine themselves being Leon’s new “beach girl” ! This portrays the success and popularity of the ad.
James Bond Philosophy?
One of the techniques of this successful commercial is where there are easy catchphrases for the audience to memorize. But this is only one small drop in the ocean. The main ideal is the “James Bond Philosophy”, by where the handsome male lead (usually in a foreign place) goes on an adventure. He will meet beautiful ladies, have passionate affairs but always ends in separation. These girls are well known as “bond “ girls. In Leon’s ad, they are known as “May”. Just like the theme behind these ads, each time Leon will have a new discovery. This type of Bond themes has been in use for over 20 James Bond movies, does mean that Leon, the HK James Bond will continue to shoot these commercial?
The Six Big Rule:
1. Sky King with New Girl: Every time Leon has a new epsiode of ads, the most anticipated moment is of course who is the new girl on the scene? Yes, it is a winning formula! Leon with a new girl. Compare to previous ads, when Charlie Yeung was “May” then, it wasnt that much talked about. This is because that we all know that “bond” girls are always stunning and pretty. Also, inorder to be the talk of the town, usually love affiars are more popular. Leon filmed an “family” epsiode before, yet it can be seen that it is not as popular as the love affairs.
2. Film Styles Commercial: From ‘94 “ Sky Love” commerical, it introduced a story-type commerical. It had a lead, background and big scenes. The were plenty of actions and the length of the commerical was much longer, with a 2-3 minute short fim style.
3.Epsiode I and II : As the commercial were turning into a short film, this allows the creation of epsiode I and II. Usually in epsiode I, it ends in a cliffhanger whereby the audience will wants to see the grand finale. Just like in the commerical “Sky Love”, did the secret agents arrest Leon? or like in “Ski” epsiode, what was fate of Leon when he fell off the cliff? Just like in this current epsiode, Leon asked for the girls name, did she give it to him? Well, we have to wait and see in epsiode II!
4. Most Up to Date Trend: Each commerical illustrates what is popular at that period of time. In ‘94 and ‘95, it had a trace of the movie “Speed”. In ‘97, the bungee jump from a tall bridge, or in another one where computer morphying was the talking point. In this Miami epsiode, it uses the “Japanese TV” style, where they used leaving phone number in their mobile phones.
5. Brillant Love Songs: Using Leon natrually involves in plugging songs as another selling point. Every year, these songs win numerous awards, from “There is not one day I dont think of you” to “If I can see u again”. They were all winners of Best Songs and with the combination of karaoke promotion, when the songs are a hit, so is the commercial.
6. Catchphrases: Just as when the commerical is aired, everywhere we can hear people copying Leon’s phrase of “ Can I Have Your Number?” But now many girls will say “Give me your phone” is up to your own discretion!
Summary:
Logically, Leon and Hutchison Telecom is a perfect match. Their success is not a mere coincidence, but of great creativity and innovation. This was commented in a lecture given by Wong Gim earlier. This innovation is known as “ Creatiion is the Recombination of Old Elements”. Understand?!
‘99 Wave Epsiode Selling Point:
1. Miami May: Angela is half Japanese, half American. Combining her with the hot Miami beach, it brings the summer feel of the commercial.
2. The theme song “ Sugar In The Marmalade” has a fast upbeat feel. It translates as the sugar inside the jam, so sweet! composed by Mark Lui and lyrics by Lam Tse.
3.Sun, Sea and Summer, with Leon showing off his water sports skills. Together with the small cute phone, selling youth to all.
4. Episode II will reveal whether May will accept Leon.
黎明效應的威力
(成報：99年6月7日 廣告三聲道)
*皇甫齊*
黎明作為和記電訊的廣告代言人，轉眼已進入第七個年頭，能夠七年連續用同一明星的廣告，內裏必然有很多原因。
最容易解釋的，莫過於黎明對促銷商品一直有效，而且和記在付出黎明的高價後，仍能 收到可觀回報，於是，黎明這個廣告代言人，便是一個可創出雙贏的意念在廣告創作 中，一個沿用多年仍能為商品製造良好效果的意念，便是一個大意念了；在廣告史上， 萬寶路的年仔及奔馬，也是大意念的代表。
在面對別家傳訊公司，不斷以新代言人來對抗，黎明屹立七年不倒，也證明了客戶及廣告 公司的堅持，當然，廣告公司與客戶，絕不會因為與黎明的私交，才會一直用他來作代言 人。按廣告行的慣例，一種商品若是突然把沿用的創意更改，最大的原因，是客戶方面 有人事上的變動，因為新人上場，大多數會摒棄上手的意念，甚至轉換廣告公司，以求 達到新人事新作風！黎明一直沒有被撤換，證明了客戶方面應是沒有任何人事變動，至 少第一個負責點頭贊成用黎明的頭頭，仍然甚有權力！
不要小覷廣告創作大意念的威力，只要黎明再多成為廣告代言人幾年，他便可以變成一 個有效的廣告標記，其他的同類商品，若要找一人來的拍廣告，都不能超越黎明的效果！
The Advertising Power of Leon Lai ( from Sing Newspaper 7th June 1999)
Leon Lai has been Hutchison Telecom's adverstisment spokesman for the last seven years. There must be some reasons why Hutchison uses the same star as their spokesperson for such a long period.
The easiest explanation could be Leon's influence on the sale of the product. Thus, Hutchison paying a big fee for Leon's service, and receiving the appropriate reward. Both have gained in this co-operation. In the advertising industry, like Marlboro's horse, Leon has become Hutchison's icon.
Facing competition from other telecoms, and ever- changing advertising campaigns, Leon remains unchallenged. This shows the persistance of both the advertiser and the consumer. Of course, their persistence doesnt rely solely onto their personal liking of Leon. If we go by the normal rule of advertising, when a product changes its usual advertising campaign, it implies that there are a change of consumer preference. Either that or there is a change of avertising company, whereby new personnel prefers new innovation. Yet, Leon has not been substituted, this shows that consumer preference has not alter or that those who nominate Leon as their spokesman, still remains in power.
Dont under estimate the innovation brought about by the commercial. If Leon remains as their spokesman for years to come, he will become a notable icon. Even if there is a substituete in the future, they will not be able to bypass or improve upon the advertising power of Leon Lai.
黎明新廣告活力無限
(明報：99年6月2日 影視監察)
*蝴蝶*
黎明新一輯手提電話廣告﹐遠赴邁亞美海灘拍攝﹐黎明在廣告片上並施展渾身解數﹐玩水上電單車﹐又玩滑水﹐將黎明的陽光一面完全表露無遺。
較劉德華廣告吸引黎明這輯廣告﹐拍得相當有夏日色彩﹐比起他拍雪山及山區那輯廣告﹐更加吸引人﹐相比之下﹐劉德華剛推出在泰國沙灘拍的那輯廣告﹐略勝一籌。
劉德華在泰國沙灘與當地一名模特兒合拍﹐焦點只放在華仔與模特兒身上﹐背景太過簡單﹐只是沙灘及一個舞台﹐稍欠熱鬧﹐當然可能是製作費受限制的關係。
創作公司應記一功黎明新廣告接近暑期推出﹐時間上十分配合﹐而且電視機上不斷看到壯男美女﹐色彩萬分﹐是一個活力十足的廣告片。
黎明近年拍過不少廣告﹐例如手提電話､洗頭水等等﹐以他今日的身分﹐可謂豬籠入水。
黎明過去所拍的手提電話廣告﹐每段皆有其特色﹐負責製作廣告片的創作公司應記一功﹐看得出他們是落過一番心機﹐而且可以將黎明不同形象突出﹐甚有效果。
(圖片說明：黎明新一輯電話廣告遠赴邁亞美海灘拍攝﹐靚人襯靚景﹐相當有睇頭。)The Creativity of Leon Lai's new advertisement (Ming Pao Daily, 2nd June 1999)
Leon Lai's latest mobile phone commercial, was shoot in Miami beach. In the advert, Leon shows his "summer" side by particapating in all sort of watersports- jet ski, surfing etc..
More Attractive than Andy Lau's Ad:
This commercial portrays enegy, sunshine and the "feel" of summer, compare to his ski episode in vancover, or his mountain in Tin San, this comes more attractive.
When in comparison to a recent Andy Lau's Thailand beach commerical, Leon's commercial is by far the better one.
Andy's commerical was set on the beach of Thailand. The focus was only on Andy and the model, yet the background is too simple, only the beach and a man made stage. It lacked some kind of "atmosphere". Of course, this may due to the lack of budget.
The Success of the Advertising Company
Since Leon's commerical is release in summer time, the timing is a big success. On our TV screen, we can see sun, sea and beach, full of energy and life.
In recent years, Leon has filmed many commercial, including mobile phones, shampoo etc. His financial reward is immense.
His past mobile phone commercials, all has it's unique traits, this we have to thank and praise the work of the advertising company behind this. It can be seen that they have put a lot of thought and work into each commercial and attempts to bring out the different images of Leon to us.
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |