不愧是收编入《全球一流文案》的作品。
那些很长的文案，在现下可能没人会去仔细观看，但读一读那些年代的作品，
就感觉以前的人仅仅是从广告上就可以懂得更多。
当然也可能是如今资讯的发达和知识媒体结构的改变，
我们迅速看到了很多东西五花八门五光十色，却唯独少了一点点真挚的情感。
就像现在数码相机拍出来的商业大片，冷艳、精准、铿锵、俐落，都是好的，
却唯独缺了人之常情。
汽油广告现在见得很少，我印象里看过壳牌有一系列的广告做得很好的，只是苦于一直找不到他长文案。
把可能因为自己产业链上的危机写了出来用以警示人们，美孚汽油做了一个很大的冒险。
但是却能让人更加小心驾车，因为好汽油“want you to live”
美孚汽油的广告有两则，因为都太长了，所以分两日发布上来。
如壳牌那样，和绿色能源，和社会发展联系起来，都非常好，
只是如果搭上“小心车祸死亡”这一人文关怀，便显得更加刺激和深刻。
真是应了那一句：好的广告都是冒险。
Till death us do part.
直到死亡将我们分开
It may be beautiful to die for love in a poem.
But it’s ugly and stupid to die for love in a car.
Yet how many times have you seen(or been)a couple more interested in passion than in passing?
Too involved with living to worry about dying?
As a nation,we are allowing our young to be buried in tons of steel.and not only the reckless lovers–the just plain nice kids as well.
也许为爱死在诗歌里是非常美丽的。
但如果为爱死在车里，那就及其的糟糕和愚蠢。
然而有多少次，你看到或曾经见过一对情侣比以往都更有兴致在激情中？
或者对生活太过投入而担心死亡？
在我们国家，我们允许我们的年轻一辈在钢筋水泥里长大，不单是鲁莽——因为这只是一群可爱的孩子罢了。
Everyone is alarmed about it.no one really knows what to do.and automobile accidents,believe it or not,continue to be the leading cause of death among young people between 15 and 24 years of age.
Parents are alarmed and hand over the keys to the car anyway.
Insurance companied are alarmed and charge enormous rates which deter no one.
Even statisticians(who don’t alarm easily)are alarmed enough to tell us that by 1970, 14,450 young adults will die in cars each year.
(just to put those 14,450 young lives in perspective,that is about 4 times the number of young lives we have lost so far in Viet Nam）
但每一个人都在警惕着这件事，没有人真正知道该做点什么，关于汽车事故，不管你信不信，这一项事故继续成为15-24岁年轻人死亡的头号原因。
父母都感到要把车钥匙交给孩子是非常可怕。
保险公司的警告和巨大的利率都没有阻挡悲剧的发生。
甚至是统计学家（那些不能容易进行警告的人）也常常告诉我们，在从1970年开始，每年有14450名年轻人死于车祸。
（仅仅是从14450个年轻生命来看，我们失去的年轻人的数量是越南人的数量的4倍。）
Is it for this that we spent our dimes and dollars to all but wipe out polio?is it for this that medical science conquered diphtheria and smallpox?
What kind of society is it that keeps its youngsters alive only long enough to sacrifice them on the highway?
Yet that is exactly what’s happening.and it’s incredible.
Young people should be the best drivers,not the worst.
They have the sharper eyes.the steadier nerves.the quicker reflexes.they probably even have the better understanding of how a car works.
So why?
Are they too dense to learn?too smart to obey the obvious rules?too sure of themselves?too un-sure?or simply too young and immature?
How can we get them to be old enough to be wise enough before it’s too late?
难道我们花钱，只是治疗小儿麻痹症，或者是让医疗科学解决白喉和天花？
是什么样的社会会让年轻人们活着足够长的时间最后却牺牲在高速公路上。
然而这确实在发生，令人难以置信。
年轻人应该是最好的司机,而不是最坏的。
他们有敏锐的眼睛，稳定的情绪，和快速的反应，他们可能更加清楚明白汽车是怎样工作的。
但为什么？
是他们学习太杂乱了吗？太聪明所以忽略了规则了吗？太确定自己？或不确定？还是单纯地太年轻和不成熟？
我们怎样才能让他们不用太久就能有足够的成熟和智慧呢？
One way is by insisting on better driver training programs in school.or after school. Or after work. Or during summers.
By having stricter licensing requirements ,by rewarding,the good drivers instead of merely punishing the bad ones,by having uniform national driving laws(which don’t exist today).by having radio and TV and the press deal more with the problem.by getting you to be less complacent.
Above all,by setting a decent example ourselves.
唯一的办法是坚持在学校开设较好的司机培训项目计划，或者是放学后，或者是下班后，或者在夏天的假期里。
通过更严格的驾驶许可要求，奖励一个好司机，而不仅仅是惩罚一个坏的司机，让国家立法驾驶法律（当今社会并不存在）。
让广播和电视报道更多的问题，让你不会太自信满满。
更重要的是，我们自己得做个榜样。
Nobody can stop young people from driving,and nobody should.quite the contrary.the more exposed they become to sound driving techniques,the better they’re going to be.(doctors and lawyers”practice”,why not drivers?)
we at Mobil are not preachers or teacher.we sell gasoline and oil for a living and we want everyone to be a potential customer.
If not today,tomorrow.and we want everyone,young and old,to have this fair share of tomorrows.
没有人想要阻止年轻人开车，也没有人可以这么做，恰恰相反，如果更多的展示驾驶技术，他们将会更好的去实践他（医生和律师都需要“练习”，为什么司机不用？）
我们美孚汽油不是牧师或者老师，我们靠卖能源和石油为生，而且我们希望每一个人都能成为我们的潜在客户。
不只是今天或明天。我们希望不管男女老少，都有一个享有公平分额的未来。
MOBIL
we want you to live.
美孚石油
我们希望你活着