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被Burberry的中国新春大片吓得睡不着觉?这回不仅仅是美丑那么简单了!
来源:环球时报英文版,北美留学生日报,Insight视界, CNBC,Channel News Asia    日期: 2019-01-11

眼瞅着春节临近,又到了各大国际品牌强行蹭农历新年热度的时候了!当然,他们的表现还是一如既往的稳定!

 

 

其实,国际大牌肯定还挺重视中国市场的,比如来自英国的Burberry,就找来赵薇和周冬雨两位明星助阵,并开启一波农历新年推广,只不过这个画风让网友十分费解!

 

British fashion label Burberry has launched a campaign celebrating Lunar New Year, but some people aren't so sure about it.

 

根据Burberry官网介绍,这是他们第一次针对农历新年做推广:

 

Burberry今日推出农历新年特别大片,庆祝传统节日,合家团圆。

 

Burberry has today unveiled its new Chinese New Year campaign, celebrating family traditions and togetherness during the festive period.

 

这组大片的灵感则源于经典肖像画作,在随性的城市环境中,结合了守旧与新潮,传统与现代。

 

Inspired by classic portraiture, the campaign is reimagined in an informal urban environment, juxtaposing the old and the new, the traditional and the contemporary.

 

来,我们放大一点:

 

 

Excuse me?庆祝节日?合家欢乐?

 

 

网友们纷纷表示不能相信自己的眼睛:这哪有一点过节气氛?简直恐怖!

 

But the advertising images, in the style of a family portrait, have been criticized as being "creepy," by people on social media. 

 

   

更有甚者直接找出恐怖片海报做对比,只求神似!

 

 

除了这一张全家福,Burberry还放出一张构图更让网友们感到奇怪的照片:

 

 

网友们索性就按照恐怖片的思路捋一捋:

 

拥有巨额家产的老太病重,在弥留之际出现了各路觊觎财产的儿子儿媳女儿女婿孙子孙女……

 

Weibo users hailed it as giving them an “uncomfortable feeling”, with one interpreting it as “a family plotting to kill their rich grandma and fight over the inheritance”.

 

以及各种衍生版本,比如:

 

回过头来再看赵薇和周冬雨,确实有一种塑料姐妹情的宫斗感呢~

 

Burberry的不走寻常路,也引发了外媒的注意:

 

 

CNBC的报道可谓一针见血:赵薇和周冬雨出现在Burberry春节大片中,在灰色背景前还有各个年龄段的模特。只不过,里面没有一个人是笑脸。

 

Burberry's New Year campaign stars Chinese actresses Zhao Wei and Zhou Dongyu, showing them with models of different ages, against a grey backdrop. None of the characters is smiling.

 

是的,就连小朋友和老奶奶也没有笑意呢!

 

 

CNBC联系Burberry的发言人,对方只提供了一个官方通稿,却没有做出进一步的评论。

 

A Burberry spokesperson referred CNBC to a press release about the Chinese New Year campaign but did not comment further.

 

Burberry这组新年大片同样在推特网友中引发围观,反映和微博网友几乎是一致的:

 

“和恐怖片海报一样。你们真要这么干?”

 

“圣诞期间有人过世了吗?”

 

“都是黑衣服!如果我们穿成这个样子会被踹出家门的!这又不是葬礼!”

 

 

当然,Burberry也不是第一次拿春节当营销创意了,前几年他们把经典款围巾上安了个“福”字。如此简单粗暴的设计,让网友直言:看着像山寨……

 

还有网友支招:

 

回到Burberry新年大片气氛的问题,也有网友指出,无论这则广告是否正确解读了中国传统,都不重要了——这么多人给出了这么多种深度解读,作为广告而言,已经很成功了。

 

In any case, as one Weibo user pointed out, whether the campaign was well shot, or whether Burberry had accurately interpreted Chinese traditions, is no longer important – since it has “provoked such a wide variety of in-depth readings from so many people”, it is an “advertising success”.

 

面对即将到来的春节,Burberry以外的国际大牌也早就按捺不住,他们选择了跟Burberry不同的策略——聚焦在生肖上,然而依旧……辣眼睛!

 

Gucci的包包和上装:

 

 

为了纪念农历猪年,GUCCI则是搬出了迪士尼的三只小猪,可以说很应景了。

 

In honor of the Chinese calendar's year of the pig, the characters from the “Three Little Pigs” are brought back from ©Disney archives and reinterpreted in playful patches enhancing the House designs for Cruise 2019.

 

LV的包包挂件&钥匙扣:

 

 

当然,这个小猪造型的挂件&钥匙扣,也是为了庆祝猪年来临的特别款,还用了传统的金红配色。

 

The Figurine Pig bag charm and key holder is a celebration of the Chinese zodiac sign. Accented with the traditional colors of red and gold, this padded pig charm is an ideal collectible piece for travel enthusiasts.

 

雅诗兰黛的粉盒:延续了自家的耀眼风格!

 

 

往年产品长这样:

  

不过比闪亮,估计没有谁家是施华洛世奇的对手了:

 

 

 

各种各样的小猪造型,看的网友们是“明晃晃夺人眼目,冷森森要人胆寒”。

 

感觉反倒不如直接来一组小猪佩奇的联名来的顺眼(都是网友脑补哦):

(图片来源:深夜发媸微信公众号)

 

反而是往年习惯在化妆品上直接印出生肖图案的阿玛尼,今年倒是没看见小猪的影子了……

 

那边厢,YSL则是别出新意:没有大红大绿,也没有直接画上猪头……

  

YSL用庄严的配色庆祝春节:宫廷蓝和金色。盒子外部的线条和配色灵感则来源于古老的中国传说:鲤鱼跃龙门后化身为龙。这是希望与财富的象征,去追寻你的梦想吧!

 

YSL Beauty celebrates the Chinese New Year with majestic colors. An imperial blue & gold lines were inspired by an Ancient Chinese legend: the Koi carp climbing the waterfalls of yellow river until it metamorphoses into an extraordinary beautiful dragon. Symbol of hope and fortune, accomplish bravely your biggest dreams.

 

看了这么多大牌设计,有没有哪一款让你觉得最符合春节氛围?

 

世纪君倒是觉得,只有真正了解了中国文化,最走心的设计,才会得到中国用户的青睐~

 

综合来源:环球时报英文版,北美留学生日报,Insight视界, CNBC,Channel News Asia

 





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