都是可樂廣告

2017年,百事可樂的一個廣告,一登場便引起軒然大波,百事要將廣告急急撤下,又要向廣告女星致歉。外地評論形容這個廣告tone deaf,若在香港地,它大概是「堅離地」吧!

廣告主調本來是貼近思潮的:示威遊行、宗教包容、種族共融、性向彩虹、貧富相從等,遊行旗幟亦以圖像及各種文字高舉著:和平、對話、大愛等大同概念,怎可能墮進怒海與煉獄呢?

理由很簡單,只因那位擲下假髮,抹掉化妝,隻身離開拍攝場地,更換衣飾,欣然加入遊行隊伍的年輕模特兒,她路過一個盛滿冰凍百事可樂的圓桶,隨手執起一罐,走到隊伍前列,再進一步,翩然行近警察防線,將可樂遞給對面的警察,他接過來,拉開蓋掩,直灌下去。此時,畫面顯示幾句標語:Live bolder; Live louder; Live for now.

類似的畫面,印象中早有幾幅,如婆婆向前來的士兵遞上熱湯,婦女向進城的軍隊遞上國旗,女孩在軍人的槍管安放小黃花等;構圖是很美麗,構思很浪漫,構想很天真,但結果不論古今中外,大概都一樣的真實,血一般地殘酷地真實。Live or alive, just for now only.

當然,紀律部隊和平民百姓大概無仇無怨,只是彼此的立場不同,志向不同,使命不同,手法也自然不同。強力部門解決問題,當然以力為主,管它甚麼武,甚麼暴;相反,平民百姓為了追求理想,舞步自不然要另類一點,可智可仁,何必跟兵勇比武呢?可惜,單憑汽水一罐,而望百事可樂,只怕世情一般,不會如此易與。此「堅離地」評論之不虛也。

莫非和諧和平,大愛大同,仁義禮智,全是子虛烏有之事?連宣傳這些主張,也「實死硬」嗎?我想,並非如此絕望的,至少同類廣告曾有成功例子。

1971年,在越戰的陰霾之下,廣告人Bill Backer由美國乘坐飛機前往英國,與大西洋彼岸的音樂人創作可口可樂公司的廣告。濃霧使原本以倫敦為目的地的客機,轉飛愛爾蘭的Shannon,而因天氣可能隨時驟變的緣故,航空公司要求乘客逗留在機場之內。一夜過後,Backer見到奇景:昨夜因住宿問題與航空公司鬧得好不愉快的乘客,今早竟然興高采烈地在吃喝談笑,手上拿著的當然包括可口可樂。Backer因而悟到,汽水不單止是解渴飲料,更是人們相聚暢談不可或缺的玉露甘泉,發揮出打破隔膜,拉近距離,舉杯作樂的神奇功能。於是,他便在餐巾上寫下這一句:I’d like to buy the world a coke.(請飲可樂,一人一支!)後來,Billy Davis將Bill Backer的概念轉化,在物質之上,加添一點當代人文精神:家、愛與和平。就這樣,一個廣告傳奇便誕生!

Music by Roger Cook and Roger Greenaway (originally as True Love and Apple Pie)
Lyrics by Roger Cook, Roger Greenaway, Bill Backer and Billy Davis

I’d like to buy the world a home
And furnish it with love.
Grow apple trees and honey bees
And snow white turtle doves.

I’d like to teach the world to sing (sing with me)
In perfect harmony. (perfect harmony)
I’d like to buy the world a Coke
And keep it company. (That’s the real thing.)

I’d like to teach the world to sing
In perfect harmony.
I’d like to buy the world a Coke
And keep it company.
It’s the real thing.

What the world wants today
(Coca-Cola)
Is the real thing

之後,創作人因應聽眾的渴求,更將廣告歌曲,改編成為獨立歌曲,交兩個樂隊演繹。當中,由臨時組成的雜牌軍Hillside Singers所演繹的版本,似是意念最完整的一首。

Sung by the Hillside singers

I’d like to build the world a home
And furnish it with love.
Grow apple trees and honey bees
And snow white turtle doves.

I’d like to teach the world to sing
In perfect harmony.
I’d like to hold it in my arms
And keep it company.

I’d like to see the world for once
All standing hand in hand – standing hand in hand.
And hear them echo through the hills
For peace throughout the land – it’s the real thing.

(It’s the real thing) – What the world wants today.
That’s the way it will stay
With the real thing.
He says LOVE.

I’d like to teach the world to sing
In perfect harmony – perfect harmony.
I saw on peace that echo goes on and never goes away.

Put your hand in my hand.
Let’s begin today.
With your hand in my hand,
Help me find the way.

相隔三十六年,兩間可樂公司的兩個電視廣告,一樣的核心價值,類似的群眾組合,竟出現兩樣截然不同的結局,除了時代變遷之外,還有甚麼解釋呢?

玄機大概不離:當真?果然?(Is it the real thing?)

百事可樂的一罐解戾氣,當真?不然!在美國,在歐盟,在北非,在亞洲,在港台,傳媒播放的示威片段並不如是。沒有確切的根據,教人如何相信?教人怎樣跟隨呢?It’s still not the real thing, at least not for now.

可口可樂的和諧歌唱教化,當真?果然!至少,廣告歌聲相當和諧,十分悅耳。真實的根據,令人容易相信,更放膽走下去。That’s the way it will stay with the real thing. Echo goes on and never goes away. Let’s begin today!

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