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Leica 六四廣告羅生門

2019/4/19 — 22:51

Leica 這條影射六四的廣告,歌頌攝影師記錄真相的不屈與堅毅,震驚中外,看得人熱血沸騰。Leica 在國內九秒九變敏感詞,例牌有偽愛國憤青出來圍插。

如此大膽之作,由巴西的 F/Nazca Saatchi & Saatchi 認頭創作,據澳洲網媒《The Stable》報導,Leica 有代表認可這廣告:「Luiz Marinho, photographer and representative of Leica in Brazil, notes that “without the passion and the vision of these people, no camera would make history on its own. Therefore, we felt that it would be fair and truthful to pay homage to them, since they are our eyes around the world.”」

但廣告引起爭議後,南華早報向 Leica 官方查詢,其發言人 Emily Anderson 卻出來否認,說「it was not an officially sanctioned marketing film commissioned by the company.」

廣告

如此羅生門奇怪非常,我的猜測如下:

1)Leica 全球生意增長最快的市場是中國,官方大膽到敢如此影射阿爺最敏感的六四,機會比較細。雖然我的主觀願望是,世界上有正義有型而又有 Guts 的客戶,明白這樣做,能夠將品牌格調昇華到九樓咁高。

廣告

2)據《The Stable》報導:「F/Nazca Saatchi & Saatchi' s film was directed by co-directing duo, Kid Burro (Stink Films). They commented, “Rare are the films that allow immersion in concept and development like this. We studied, for over a year, several stories of photographers and, mainly, the obstacles they had to overcome to achieve the striking photos of their careers. 」條片由籌備到拍攝超過一年,一般客戶未必願意等咁耐,反而似廣告公司自己為入獎而創的飛機稿,機會較高。

3)飛機稿一般都要有客戶授權,我上網查過那位所謂的巴西 Leica 代表 Luiz Marinho,在 Leica 官方網頁中找到他的名字,正確頭銜是 Representative of the Leica Gallery Sao Paulo。而這個 Gallery 是當地支援攝影創作的機構,其宗旨為「To support artists, promote workshops and meetings in order to generate an intimate relationship amongst photography, visitor and exhibition space.」故此,Marinho 可能是重藝術多於生意的一號人物,理念先行,視強國玻璃心如無物,真心想歌頌攝影師,所以與廣告公司一拍即合。我估是 F/Nazca Saatchi & Saatchi 找了 Marinho 認頭後,不通知 Leica 總公司,才造就出這條精彩廣告的誕生。

這廣告給我的啟示是,若有公司想搞死一個在中國大陸發展中的競爭品牌,大可出錢搵一間小型製作公司,為對家品牌製作一條諷刺中共的普世價值光環廣告,或觸碰一下強國的玻璃心,尾鏡最緊要大大個 Logo,再匿名放上社交媒體。阿爺不理背後有否陰謀,必照樣河蟹,品牌頓變敏感詞。強國憤青愛國毒入骨髓,一旦見到所謂辱華畫面,也必立即上頭。品牌澄清可以救到少少,但很多人並不理性,也沒耐性搞清事實,網絡上情緒主導,執輸杯葛慘過敗家。

在一個扭曲的反智市場,這樣的設局鬧劇會否真的有機會發生呢?

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