低迷的經(jīng)濟(jì)現(xiàn)實(shí)從今年美國(guó)眾多的廣告中可見一斑，不過(guò)也有不少例外，有好的也有壞的。
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.
　　
廣告業(yè)正努力度過(guò)數(shù)10年來(lái)最糟糕的業(yè)務(wù)形勢(shì)。據(jù)Publicis Groupe旗下媒體代理公司實(shí)力傳播的數(shù)據(jù)，全球廣告支出大幅減少了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.
　　
資金緊張的廣告商減少了對(duì)廣告公司的付費(fèi)，廣告業(yè)削減了數(shù)萬(wàn)個(gè)工作崗位。美國(guó)一些最大的公司，比如WPP旗下的JWT，被迫關(guān)閉了在芝加哥等市場(chǎng)曾一度生意興隆的分支機(jī)構(gòu)。Cliff Freeman & Partners等知名公司被迫徹底關(guān)門。
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.
　　
從對(duì)大型廣告宣傳活動(dòng)的評(píng)價(jià)和對(duì)廣告公司高管的采訪中，我們總結(jié)了2009年最佳和最差廣告。
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.
　　
最佳廣告
The Best
　　
退貨之路
Road to Redemption
　　
廣告客戶：現(xiàn)代汽車（美國(guó)）
Client:Hyundai Motor America
　　
廣告商：Omnicom Group旗下的Goodby Silverstein & Partners
Agency: Omnicom Group's Goodby Silverstein & Partners
　　
廣告情節(jié)：在美國(guó)超級(jí)碗橄欖球賽中，插入了現(xiàn)代汽車的“保證計(jì)劃”廣告。根據(jù)該計(jì)劃，如果人們?cè)谫?gòu)買現(xiàn)代汽車后一年內(nèi)失業(yè)，他們可以退車。
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.
　　
反饋：在汽車業(yè)陷入困境之際，現(xiàn)代汽車卻成為逆市而升的汽車生產(chǎn)商之一，部分原因就是這場(chǎng)廣告宣傳活動(dòng)帶來(lái)了聲勢(shì)、促進(jìn)了銷售增長(zhǎng)。
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.

業(yè)余制作
Amateur Hour
　　
廣告客戶：Frito-Lay的多力多滋
Client: Frito-Lay's Doritos
　　
廣告商：印第安納州33歲的喬?赫伯特和32歲的戴夫?赫伯特兩兄弟
Agency: Created by Joe Herbert, 33, and Dave Herbert, 32, brothers from Batesville, Ind.
　　
廣告情節(jié)：一名公司職員搖著一個(gè)水晶球，說(shuō)這個(gè)球可以預(yù)測(cè)免費(fèi)的多力多滋，并把球拋向了一個(gè)自動(dòng)販賣機(jī)，以便讓同事們想拿多少就拿多少多力多滋。然后，一個(gè)過(guò)于急切的職員想用水晶球預(yù)測(cè)晉升機(jī)會(huì)，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.
　　
反饋：專門的廣告公司常?；ㄙM(fèi)數(shù)百萬(wàn)美元制作美輪美奐、與眾不同的超級(jí)碗橄欖球賽廣告。赫伯特兄弟則顯示出，不需要廣告精英或雄厚的資金，也能脫潁而出。這則制作成本不到2,000美元的廣告在無(wú)數(shù)重大賽事廣告調(diào)查中勝出，而比賽前后幾周中多力多滋的銷售也實(shí)現(xiàn)增長(zhǎng)。
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.
　　
廣告客戶：達(dá)能的依云礦泉水
Client: Danone's Evian
　　
廣告商：Havas旗下的BETC Euro RSCG
Agency:Havas's BETC Euro RSCG
　　
廣告情節(jié)：在YouTube網(wǎng)站上的一個(gè)熱門視頻中，嬰兒們滑旱冰、跳舞。
Pitch: A viral video posted on YouTube shows babies Rollerblading and dancing.
　　
反饋：這個(gè)視頻創(chuàng)下了吉尼斯世界紀(jì)錄，成為有史以來(lái)點(diǎn)擊量最高的在線廣告。截至12月中旬，YouTube上這則廣告的全球點(diǎn)擊量已經(jīng)有4,600多萬(wàn)人次。有三萬(wàn)多個(gè)博主轉(zhuǎn)貼，在全球250多個(gè)電視節(jié)目中被播出或進(jìn)行了討論。這則廣告在美國(guó)從未在電視上播出過(guò)。
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.