我很喜欢这一类，走怀旧路线的情感诉求广告，可能因为我是一个怀旧的人之外，
我也对那些长久不衰的东西有着好感。
他们可以长久不衰，就说明了他们有着过人的质量和口碑，然后就像我之前说过的相机那样，
经历过很多，才会有故事。
一个产品有故事，不管是他自身的故事，还是他能带给你的难忘的故事，收集，再展现出来。
一定会更加动人。
这只是一款饮品广告，经典的。
就像我们这些广州长大的小孩当年最爱的沙士汽水和五羊牌红绿灯冰棍。
罗列出一条条记忆里的小事情，可能只是一瞬间的一个感觉，却是因为有这么一件物品的陪伴而变得终身难忘。
文案没有什么幽默花巧，偶尔穿插着平白直叙的那些记忆中带有的汽水口味。
我单纯地只是想象着他们没有想过要借着这些故事使其卖得更多，
只求在无数个读他的消费者里，会碰见彼此都似曾相识的小片段。
从而博得一丁点的好感。
然后它便成功了。
文字不译，因为非常简单，若是能大声读出来（像Abbott建议的那样），
感觉有夏天的蝉鸣长日，如饮料那般晶莹剔透。
Remember……
That time after school,in the summer,when you could go outside and play till ten o’clock at night?
That long drive to the seaside,when you first saw the blue of the sea through a gap in the hills?
Putting up a tent in the garden,and drinking lemonade made cloudy by the real lemons in it,as the sun shone through the canvas?
Getting off the bus a stop early,so you could spend the fare money you saved on sweets?
Playing’tag’in the garden all afternoon,as the shadows lengthened across the lawn?
Going for a long walk.just with your best friend,and giving yourself a reward in the sweet shop a mile away from home?
Making an ice cream float,with vanilla ice cream and cream soda,and taking it carefully outside with your two favourite comics?
Picking wild blackberries,and thinking you could run away and survive for ever on the delicious,free fruit?
Rolling down a long bank,and standing up and feeling all dizzy as you ran up the bank to do it again?
The Taste of dandelion and burdock(if you ever drank it,how could you ever forget it)?
Playing catch against a wall,and giving yourself a target of to in a row,to help England win the match?
Coming home one day,to find that your family was the proud owner of a dog.and you had to think of a name for it?
Trying ginger beer,made with real ginger,because your father said it was a great drink,and finding out he was right。
Steve Henry的创意之道：
一、与艺术指导、设计师、排版员、电脑操作员等等密切合作。
二、想方设法让正文有趣易读。如果别的方法全失败了，那就用短句，保证让智商和猩猩一样的人也看得懂。
三、你所写的每篇正文都应该与众不同。它应该包含你的个人特色，但不应体现出你的风格。
你的客户各不相同，他们值得拥有独一无二的作品。
四、换个花样，不要试图模仿任何人的风格。做任何一则广告最重要的都是换点新花样。
倒着写、用牙买加方言写，或者把每个词的第五个字母都拿掉。