經典廣告:"因為自我有生以來我就認識你了"
提醒我們人與人之間的影響力

"好文案"之所以"好"

由於手機網路、SEO、和"微博化"的10秒鐘注意廣度影響,撰寫市場行銷文案的方式似乎已經和不久之前大有不同。但是撰寫行銷文案(如:真正的撰文)仍然是門"如何將文字組合以增加銷售業績"的藝術。因此,在我坐在這裡撰寫長篇的SSD、新軟體和稀有氣體銷售文案的之時,讓我來介紹一篇由David Abbott所撰寫的經典、"好文案"的典範-"因為自我有生以來我就認識你了" 。

是什麼樣的經典廣告能夠跨越時代的橫溝:

即使以70年代的標準來看,這篇經典廣告文案都可說是十分冗長;用今日的標準來看就更不用說,幾乎可說是無法令人接受的長度。但是這樣的廣告如今仍像當年一樣令人感動,並讓我想要送父親一瓶威士忌。

Chivas Regal – 父親節廣告

Agency: Allen, Brady and Marsh 撰文:David Abbot
市場:英國型態:印刷廣告 (摘錄自"The Complete Guide to Advertising" by Torin Douglas)

Because I’ve know you all my life
Because a red Rudge bicycle once made me the happiest boy on the street.
Because you let me play cricket on the lawn.
Because you used to dance in the kitchen with a tea-towel round your waist.
Because your cheque book was always busy on my behalf.
Because our house was always full of books and laughter.
Because of countless Saturday mornings you gave up to watch a small boy play rugby.
Because you never expected too much of me or let me get away with too little.
Because of all the nights you sat working at your desk while I lay sleeping in my bed.
Because you never embarrassed me by talking about the birds and the bees.
Because I know there’s a faded newspaper clipping in your wallet about my scholarship.
Because you always made me polish the heels of my shoes as brightly as the toes.
Because you’ve remembered my birthday 38 times out of 38.
Because you still hug me when we meet.
Because you still buy my mother flowers.
Because you are more than your fair share of grey hairs and I know who helped put them there.
Because you are a marvelous grandfather.
Because you made my wife feel one of the family.
Because you wanted to go to McDonalds the last time I bought you lunch.
Because you’ve always been there when I’ve needed you.
Because you let me make my own mistakes and never once said “I told you so.”
Because you still pretend you only need glasses for reading.
Because I don’t say thank you as often as I should.
Because it’s Father’s Day.
Because if you don’t deserve Chivas Regal, who does?

因為自我有生以來我就認識你了 
因為那台紅色Rudge腳踏車讓我成為街上最快樂的小孩 
因為你讓我在草坪上跟蟋蟀玩
因為你曾經在腰間圍著抹布就在廚房跳起舞來 
因為你的支票簿往往為我而忙碌
因為我們家總是充滿書和歡笑
因為你為了看我這小男孩踢橄欖球拋棄了數不清的週六清晨
因為你未曾給我過高的期許 或讓我輕言放棄 
因為有太多夜晚你在我入睡後仍伏案工作
因為你從未談論小鳥與蜜蜂(實施姓教育) 使我害燥
因為我知道你皮夾裡一直擺著一張刊載我學術成就的褪色剪報 
因為你教我鞋跟要擦得和鞋尖一樣閃亮
因為38年來 你每年都不會忘了我的生日
因為我們現在見面時 你還是會給我一個擁抱
因為你仍然不會忘了要買給母親的花
因為我讓你憑白增添了許多頂上的白髮
因為你是個棒得不可思議的爺爺
因為你讓我的妻子感覺像她是家中的一員 
因為上回我幫你買午餐時 你說想吃麥當勞 
因為
因為你讓我在自己犯錯時 從不會說"我早跟你說過" 
因為你仍在假裝你只有在閱讀時才需要眼鏡 
因為我對你道謝的次數遠比我該說的次數少得多 
因為父親節到了 
因為沒有人比你更值得一瓶Chivas Regal