美国年度最佳与最差广告

低迷的经济现实从今年美国众多的广告中可见一斑，不过也有不少例外，有好的也有坏的。
Madison Avenue gave a nod to grim economic realities in this year's crop of ads, but also pitched plenty of escapist fare-both inspired and goofy.
　　
广告业正努力度过数10年来最糟糕的业务形势。据Publicis Groupe旗下媒体代理公司实力传播的数据，全球广告支出大幅减少了10%。
The industry was struggling through one of the worst business climates it has seen in decades. Global ad spending plummeted 10%, according to ZenithOptimedia, a media-buying company owned by Publicis Groupe.
　　
资金紧张的广告商减少了对广告公司的付费，广告业削减了数万个工作岗位。美国一些最大的公司，比如WPP旗下的JWT，被迫关闭了在芝加哥等市场曾一度生意兴隆的分支机构。Cliff Freeman & Partners等知名公司被迫彻底关门。
Cash-strapped advertisers cut the fees they pay their advertising firms, and tens of thousands of ad jobs were lost. Some of the country's largest firms, such as WPP's JWT, were forced to close once-thriving outposts in markets such as Chicago. Well-known agencies such as Cliff Freeman & Partners ('Where's the Beef?') were forced to close shop completely.
　　
从对大型广告宣传活动的评价和对广告公司高管的采访中，我们总结了2009年最佳和最差广告。
From reviews of major campaigns and interviews with advertising executives, here are our choices for some of the best and worst marketing maneuvers of 2009.
　　
最佳广告
The Best
　　
退货之路
Road to Redemption
　　
广告客户：现代汽车（美国）
Client:Hyundai Motor America
　　
广告商：Omnicom Group旗下的Goodby Silverstein & Partners
Agency: Omnicom Group's Goodby Silverstein & Partners
　　
广告情节：在美国超级碗橄榄球赛中，插入了现代汽车的“保证计划”广告。根据该计划，如果人们在购买现代汽车后一年内失业，他们可以退车。
Pitch: A Super Bowl ad plugged Hyundai's 'Assurance Program,' which allowed buyers to return cars if they lost their jobs within a year after purchase.
　　
反馈：在汽车业陷入困境之际，现代汽车却成为逆市而升的汽车生产商之一，部分原因就是这场广告宣传活动带来了声势、促进了销售增长。
Feedback: As the auto sector crumbled, the Korean company was one of the car makers to buck the trend, thanks in part to the campaign, which generated buzz and sales growth.

业余制作
Amateur Hour
　　
广告客户：Frito-Lay的多力多滋
Client: Frito-Lay's Doritos
　　
广告商：印第安纳州33岁的乔．赫伯特和32岁的戴夫．赫伯特两兄弟
Agency: Created by Joe Herbert, 33, and Dave Herbert, 32, brothers from Batesville, Ind.
　　
广告情节：一名公司职员摇着一个水晶球，说这个球可以预测免费的多力多滋，并把球抛向了一个自动贩卖机，以便让同事们想拿多少就拿多少多力多滋。然后，一个过于急切的职员想用水晶球预测晋升机会，不小心把球砸到了老板的胯下。
Pitch: An office worker shakes a crystal ball, says it predicts free Doritos, and hurls the ball at a vending machine so co-workers can grab all the Doritos they want. Then an overeager colleague, using the crystal ball to predict a raise, inadvertently throws it into a tender region of his boss.
　　
反馈：专门的广告公司常常花费数百万美元制作美轮美奂、与众不同的超级碗橄榄球赛广告。赫伯特兄弟则显示出，不需要广告精英或雄厚的资金，也能脱颍而出。这则制作成本不到2,000美元的广告在无数重大赛事广告调查中胜出，而比赛前后几周中多力多滋的销售也实现增长。
Feedback: The pros typically spend several million dollars to create glitzy, distinctive Super Bowl ads. The Herbert brothers showed it doesn't take the Madison Avenue elite or deep pockets to win over the crowd. The spot, which cost just under $2,000 to craft, won numerous big-game ad polls, and sales of the snack increased during the weeks surrounding the game.
　　
广告客户：达能的依云矿泉水
Client: Danone's Evian
　　
广告商：Havas旗下的BETC Euro RSCG
Agency:Havas's BETC Euro RSCG
　　
广告情节：在YouTube网站上的一个热门视频中，婴儿们滑旱冰、跳舞。
Pitch: A viral video posted on YouTube shows babies Rollerblading and dancing.
　　
反馈：这个视频创下了吉尼斯世界纪录，成为有史以来点击量最高的在线广告。截至12月中旬，YouTube上这则广告的全球点击量已经有4,600多万人次。有三万多个博主转贴，在全球250多个电视节目中被播出或进行了讨论。这则广告在美国从未在电视上播出过。
Feedback: The video won a Guinness World Record for the most-viewed online ad of all time. As of mid-December, it had received over 46 million views world-wide on YouTube. More than 30,000 bloggers have posted it online, and it has been shown or discussed on over 250 TV shows around the world. The ad never ran on TV in the U.S.