4A廣告提案網 | 廣告小報 | 廣告圈那點事X.O.啤酒（前言）
The object of the exercise was to prove to clients, who believed that things like beer, and shampoo and stuff like that, could only be advertised on television, that press was a viable medium.
這個廣告的目的是向那些認為啤酒、香檳之類的產品只能通過電視做廣告的客戶證明一個事實：印刷媒介一樣可以。
After several false starts, when I floundered about, trying to make a half-interesting campaign out of statistic, I re alised that the only way to prove something is to do it.
數次不順的開始后，我艱難的嘗試從統計結果做個半趣味性的廣告，我意識到證明一件事的唯一方法就是把它做出來。
The statistic, after all, are available to everyone: reiterating the damn things won’t actually persuade anyone.
即便反復說那該死的統計結果，實際上也沒法兒說服任何人，但畢竟每個人都接受它。
To cut a long story short, we invented a brand, we designed the pack, we advertised it, and there wasn’t any!
長話短說，我們自創了一個啤酒品牌，為它設計包裝，給它做廣告，但什么實物也沒有！
We went against all perceived rules.
我們打破所有成規。
The beer was dark and extremely strong.
黑黑的X.O啤酒，酒勁猛烈。
We would have no pouring shots, no drinking shots, no male bonding, no status-symbols, no babes, – and the strategy would be ’XO gets you pissed quicker’.
我們沒有倒酒畫面，沒有暢飲場景，沒有大男子圖片，沒有地位象征，沒有小孩——我們的策略是“XO啤酒，讓你醉得更快！”
It was an incredible success.
難以想象的成功。
Demand for the non-existent product went through the roof.
很多人要買這種不存在的產品就是明證。
Barmen were assaulted for not stocking it!
酒吧老板因為沒貨而遭到攻擊。
The campaign became legendary.
這個廣告成了傳奇。
And I don’t think a single client changed his opinion. Make of that what you will.
當客戶了解了你的能力，沒有人會不改變它們的看法。
I wrote and art-directed.
我親自撰文和指導設計。
Hanchew took the pictures.
漢秋負責圖片處理。
Most credit goes to Singapore Press Holdings, and the bravery of Tham Khai Wor and Dennis Tay, for running the campaign.
大部分贊譽都該歸于新加坡普雷士酒店，以及坦開沃和丹尼士·泰的勇氣，是他們支持啟動了這個廣告。
Agency: Leifitz Jussa Bollasch Erris
代理商:LJBE
Page1
Like being struck behind the car with a sockful of wet sand, only nicer. Slightly.
就像在車后的濕地被襲擊了。只是，稍微好點。
X.O. Beer is 12% alcohol, and best taken lying down.
X.O.啤酒含12%酒精，最好躺著喝。
Available soon in bars with nice, comfortable floors.
有漂亮舒適地板的酒吧，馬上就能買到。
Page2
So experience the effect of our beer without buying one, stand behind a policeman’s horse, lift its tail, and insert an ice – cube.
站在警察馬后，提起他的燕尾服，往里面塞塊冰。不買也能體驗X.O.啤酒的威力。
In absence of horse, policeman also can.
沒有馬，只有警察也可以。
12% alcohol, and available soon in bars with nice comfortable floors. X.O. Beer take it lying down.
含12%酒精，馬上就能在有漂亮舒適地板的酒吧買到。X.O.啤酒，躺著喝。
Page3
As our contribution to road safty, may we point out that drinkers of our beer will never drink and drive, because after three nobody ever remembers where they packed the car.
12% alcohol, and available soon in bars with nice comfortable floors. X.O. Beer. Take it lying down.
鑒于對道路安全的貢獻，也許我們需要指出：凡是我們的酒客都將不再酒后駕車，因為三杯下肚后，沒人記得自己把車停哪兒了。
含12%酒精，馬上就能在有漂亮舒適地板的酒吧買到。X.O.啤酒，躺著喝。
Page4
12% alcohol, 100% lethal and available only in selected bars with nice comfortable floors. X.O. Beer. Take it lying down.
含12%酒精，100%喝醉。只在有漂亮舒適地板的酒吧售賣。X.O.啤酒，躺著喝。
Page5
X.O. Beer. Take it lying down. 12% alcohol, and available soon in selected bars with nice comfortable floors.
X.O.啤酒，躺著喝。含12%酒精，馬上就能在指定的有漂亮舒適地板的酒吧售賣。
Page6-9（主文案一樣，配圖不一樣）
12% alcohol, 100% lethal and available only in selected bars with nice comfortable floors. X.O. Beer. Take it lying down.
含12%酒精，100%喝醉。只在指定的有漂亮舒適地板的酒吧售賣。X.O.啤酒，躺著喝。
Page10
THIS WAY UP
就這里拿起來！
By popular demand, our new XXX, for the habitual X.O. Beer drinker.
廣受歡迎的新【XXX可能是酒杯，待論證】，專為喝X.O. Beer成性的酒客準備。
The infamous and lethal X.O. Beer is now exclusively available, on drought, at Orang Utan, in Jiak Kim Street, where the floors are painfully hard.
無良且一喝就醉的X.O.啤酒。現在只在加卡金姆街的Orang Utan有賣，因為那里的地板又干又硬。
Page11
Above. The floor of the Orane Utan, in Jiak Kim Street where xxx xxx xxx The infamous and lethal X.O. Beer is now exclusively available, on drought. X.O. Beer take it lying down.
上圖是Orang Utan的地板。無良且一喝就醉的X.O.啤酒。現在只在加卡金姆街【XXX可能是形容地板的形容詞，待考證】有賣。X.O.啤酒，躺著喝。
Page12
X.O. BEER is 12% alcohol, and is therefore only available….X.O. BEER take it lying down.
X.O.啤酒，含12%的酒精。因此只在【…可能是地名，待求證】X.O.啤酒，躺著喝。
Page13
Coming Soon
X.O. BEER is 12% alcohol, and best taken lying down. Available soon in selected bars with nice, comfortable floors.
即將上市
X.O.啤酒，含12%的酒精。最好躺著喝。馬上就能在指定的有漂亮舒適地板的酒吧買到。
2012-11-2 11:27（SH）
2012-11-7 12:34（SH）
—————————————原作放送——————————————-
第一頁 前因后果，說得很清楚
第二頁 比興如題
第三頁 一個小笑話，引發興趣。瓶子旁邊的子看不清。
第四頁 夸張的有點調皮
第一頁 前因后果，說得很清楚
第五頁 關鍵在圖，真是酒影重重呀！
第六頁 酒在桌上，人在地上。
第七頁 伙計，你還好吧！
第八頁 字體小難辨析，四格漫畫說的啥，放膽猜去吧！
第九頁 我，我，我，真的沒醉，再給我來一瓶XO也OX。
第十頁 上面的是杯子，下面的是杯具，文案教你怎么杯具。
第十一頁 地板上的人形有趣
第十二頁 字體太小，不知道它對比的是什么，反正在下面就是了！
第十三頁 再一次重復這該死的統計結果，告訴你，它就要來了！
根據neil french個人網站原作翻譯
未經允許不得轉載：4A廣告提案網 | 廣告小報 | 廣告圈那點事 » Neil French作品：X.O.啤酒，躺著喝。
