「小黑书」访谈 ：一位汽车广告ECD的创意之路

最近，亚洲知名广告营销行业媒体Little Black Book（小黑书） 和麦肯中国雪佛兰团队的执行创意总监叶耀鸿（Yaho Yeh）做了一场快问快答。

小黑书的「5 Minutes With」是一个专门围绕创意人做的访谈栏目，了解他们的成长之路，兴趣所在，行业视角……汇聚了各种有趣的答案，给人以启发。在中国汽车行业发展在全球都举足轻重的今天，Yaho作为雪佛兰团队的ECD，也同时分享了一些他对这个行业的观察。

以下是原文，作者Laura Swinton

- 引言 -

来自麦肯上海雪佛兰团队的执行创意总监聊到了中国的电动汽车革命，上海充满活力的文化，以及一部日本电视节目如何激励他进入广告行业。

The ECD from McCann Shanghai’s Chevrolet Team talks China’s EV revolution, keeping on top of Shanghai’s dynamic culture and how a Japanese TV show inspired him to get into advertising

对于Yaho 来说，创意是一件随时会发生的事情。小时候，因为父亲的不赞同，他会在父亲面前隐藏他的天赋，偷偷参加绘画比赛。幸运的是，他很快就找到了一个将创意天赋转换为职业的方式—— 一部以广告公司为背景的日本电视剧迷住了他。

Creativity was always on the cards for Yaho Yeh. As a young child, he would secretly take part in painting competitions. hiding his flair from his disapproving father. But, as luck would have it, he soon came across a way to turn his creative talents into a real career - a Japanese TV series set in an ad agency hooked him in.

如今，他作为麦肯上海的一员，负责雪佛兰中国的创意业务。他参与了一系列将这个汽车巨头带到社交媒体最前沿的创新活动，譬如说一支讲述雪佛兰黑标的文艺科幻大片，和Discovery探索频道及德爷(Ed Stafford)合作，为中国消费者带来了一场有趣的雪佛兰冒险……以及一系列有别于传统严肃汽车广告的幽默作品。

These days, he drives creative for Chevrolet in China as part of the McCann Shanghai team. He’s been involved in bringing the automotive giant to the forefront of social media as well as a host of inventive campaigns. There’s the artsy sci-fi blockbuster that celebrated Chevrolet’s iconic black ‘bowtie’ emblem, working with Discovery and Ed Stafford to bring a cheeky Chevrolet adventure to Chinese consumers, and ads that brought a sense of humour to the normally straight-faced and serious auto sector.

LBB的Laura Swinton采访了Yaho，探寻了他的广告行业经历，以及正在影响中国广告业的文化和技术趋势。

LBB’s Laura Swinton caught up with Yaho Yeh to find out about his journey in adland and cultural and technological trends shaking up China’s advertising industry.

- 正文 -

LBB——回想一下，「创意」在你的童年时代扮演了什么样的角色？

Looking back, what role did creativity play in your childhood?

虽然我是copy base的创意，但我小时候稍有点绘画天份，经常代表学校参加各种美术绘画比赛。小时候父亲并不支持我往美术方向发展，所以我常常是自己一个人偷偷地去参加，当时美术比赛总是画风景、建筑物，反而让我后来对建筑产生兴趣，甚至我曾一度想往建筑去发展。

I am a copy-based creative director. But when I was young, I had a little bit of talent for painting, and I often represented my school in various art painting competitions. My father was not happy to see me put effort in art or painting, so I often went to participate secretly by myself. The theme was always architecture, which even led me to think about having an architecture career.

LBB——最初，是什么契机让你选择以广告为职业？

What was it that first drew you to advertising as a career? 

我进入广告行业是因为一部日本电视剧。它描写的是日本百货商场的广告宣传部门职员与电梯服务女郎发生的爱情故事，剧中出现的广告工作、商品拍摄场景让我有非常大的兴趣。我本科念的是与广告无关的国际贸易，所以我做了非常多积极的准备，意外的进入日商百货商场的广告宣传部门工作，百货商场中的广告工作非常有趣，但日剧中的爱情故事并没有发生在我身上。

I entered the advertising industry because of a Japanese TV drama, which portrayed the love story between someone working in the advertising division of a Japanese department store, and an elevator service girl. His daily job looked very interesting, and I was fascinated by the product-shooting scenes in the drama.

So, I started to prepare myself to land an advertising job, because my college major was in international trade, which really has very little to do with advertising. Luckily enough, I got the chance to join  the advertising department of a Japanese mall. The job was fun, just like in the TV drama, although the love story didn't happen!

LBB——你的第一份广告行业工作是什么?那是一种什么样的经历?

What was your first job in advertising and what was that experience like?

我的第一份广告工作是日商百货商场的广告宣传部门，那是一个很特别的工作型态，服务的是商场内食衣住行各种不同品牌，还有情人节、母亲节、圣诞节、周年庆等节日策划活动主题，很多时候必须在商场打烊之后才开始进行，在空无一人的商场内检视橱窗、陈列…是我至今很难忘的经验。

My first job in adland was working with a Japanese mall. It was a very special and unforgettable experience for me. Festival (or holiday) marketing was an important part of our work, as we needed to plan different themes/activities for festivals like Valentines Day, Mothers Day, Christmas etc. We also needed to plan and do marketing for brands across different categories in the mall. Most of the time we could only check and set the windows and exhibitions after the store closed. It felt like we were making magic behind the scenes.

我在台北联广广告的时候，创意总监对当时还是资深文案的我说过，我的idea与我说话的态度给人一种很诚恳真实的感受，希望我能保持，这句话影响我后来很长一段时间，让我从真实的洞察与感受去思考。

When I was a senior copywriter at Taipei United Advertising, my creative director once told me to put sincerity into everything that I do. These words influenced me for a long time, and inspired me to always think from true insights and feelings – to be empathetic.

LBB——在你曾参与的作品中，哪一个是你最自豪的，为什么?

Of all the campaigns you’ve worked on throughout your career, which are the really special ones that you are proudest of and why?

可以让一个品牌改变常规思考，做出一些让消费者更喜欢的感受，一直是让我最得意的。在我服务康师傅方便面期间，我用了很大的力气与沟通，让客户不再总是论述食品工艺，开始使用IP、开始拍摄幽默脚本、甚至与梦工厂一起制作动画广告，让康师傅的广告开始娱乐化，是我很难忘的一段美好时光，这个现象，现在服务的雪佛兰也正在发生中。

I'm proud of my work if it results in brands changing away from conventional messaging and doing something different, which resonates more with consumers. When I was working on Master Kong instant noodles, I put a huge effort into pushing the brand to switch its story-telling way, from talking about serious food technology, to doing more entertaining stuff, such as shooting a humorous script, or even producing animation commercials with DreamWorks… That's one of my best memories.  I'm lucky that I've also been able to work this way with my current client, Chevrolet, who is thankfully very open to having a different approach. 

LBB——目前你是麦肯中国雪佛兰团队的ECD，为什么会是这样一个有趣且让人满意的职位?

These days you’re ECD on Chevrolet - why is this such a creatively interesting and satisfying role?

在广告social化的过程中，汽车广告算是比较晚跟上的，至今依然存在很多传统型态的汽车广告，开始接手雪佛兰，我就抱著要改变传统思维的意志，这一年来几乎每一个campaign都是带著social的思考去发动的，很高兴雪佛兰客户接受了这样的理念，我们在很短的时间让雪佛兰的广告有了改变，并取得了不错的成绩。

Advertising now is trending more towards social media-first, however, automotive ads tend to lag behind this trend and many auto brands are still using traditional ways to do advertising. When I started to work with Chevrolet, I tried to always think from a social angle for every single Chevrolet campaign. I am very grateful that the client was so supportive and our efforts have paid off  - in the space of just one year, we have witnessed a very positive change on Chevrolet ads' impression and influence on social media.

LBB——中国的汽车行业经历了怎样的变化? 如今，消费者在期待什么，他们的品味和需求有变化么?

And how is the automotive sector changing in China? What are consumers looking for and how are their tastes and needs evolving?

中国汽车发展在世界上是现象级的，尤其是电动车的开创，进化步伐非常激进，这也相对带动了中国汽车广告的加速发展，但相较与中国汽车工业发展，汽车广告的原创性仍不够，相信中国很兴奋看到电动车发展全面领先，也会很期待中国电动车品牌广告在国际上发光。

The development of China's automobile industry is phenomenal, especially the evolution of electric vehicles, which is super exciting, and is also shaping the development of China's automobile advertising. However, compared with the diversified development of the automotive manufacturing industry, car advertising is still too conventional and not innovative enough. Nowadays China's EV industry is leading the world, and we also look forward to seeing a new style of vehicle ads standing out on a global stage. 

LBB——能分享一下你们最近创作的、能真正帮助到品牌的雪佛兰作品？

What recent Chevrolet campaigns from the team in McCann China really showcase how your team is helping the brand?

2022年我们为雪佛兰打造了大开脑洞的「一波酷操作」、改变黑色车标认知的「黑标-天生强悍」、探索决胜荒野幕后制作的「硬核背后的硬核」，在许多social平台上获得好评，我们让网络群众看雪佛兰的广告不像在看广告，喜欢雪佛兰这种融入消费者生活的传播姿态。

In 2022, for Chevrolet, we created several interesting campaigns, using a fresh approach. These included a branding campaign for its "black bowtie emblem”, and a unique BTS ads for Discovery’s ‘First Man Out’show and Ed Stafford. These campaigns received very positive engagements on social media. And I believe that's because we are trying to make advertisements not like ads, and people love Chevrolet's storytelling way which has truly helped the brand earn a meaningful role in consumers' lives.

LBB——你如何看待技术和数据在创意中发挥的作用，尤其是当你从事的是汽车行业的创意?

What are your thoughts on the role that technology and data can play in creativity, especially considering the automotive sector you’re working in?

技术应用与数据所带来的创造力一直很吸引人，但这是一道非常难的题目，我认为那不只是一个小网站或小程序那样的东西，应该要会出现全新的服务平台或新商业模式的规模，有些电动车品牌就运用这些技术打造用户俱乐部，也许还在能汽车的智能系统上多出一种全新的功能，甚至出现一个全新的交通运行系统也是有可能的。

The creativity brought by technology and data has always been very attractive, but it also brings big challenges. Now we are not just limited to designing a website or a WeChat program, but are looking at new service platforms or new business models. Some electric vehicle brands could use these technologies to build their consumer clubs, and perhaps add new functions to the intelligent system of the car, or even create a brand-new traffic operation system.

LBB——从你第一天入行业至今，你觉得中国广告的创意方面发展得如何?

How has the creative side of advertising in China evolved since you first entered the industry?

中国网络应用发展太快了，广告的型态也跟的很辛苦，所谓的广告数字化早已过去，现在是social化、平台化、议题化…每几个月就可出现新演变，实验性非常强，中国广告环境的变化之快，几乎让过去许多广告知识理念都失效。

China's internet develops so fast, bringing huge challenges for advertising. So-called“digital” advertising has become outdated, and now we talk more about  social advertising, platform advertising, or even topical advertising... New items can appear every few months. The rapid evolutions have already invalidated many advertising concepts and knowledge, even from the recent past. 

LBB——你在上海工作，上海是一个充满活力和文化气息的城市，对你来说，上海的创意亮点是什么?

You’re based in Shanghai, which is such a vibrant and culturally exciting city - for you, what are the creative highlights of Shanghai?

上海有最多最长的触角，伸向全世界，每一则流行讯息，每一个当红话题，上海绝不会错过，这些资讯流像千百条线索，就看你如何跟你的idea拉上关系，可能必须患上资讯焦虑症才能搞清楚，上海对创意的亮点应该是：「走在最前面。」

Shanghai is so dynamic and exciting that it can captivate the whole world. They say that those in Shanghai will never miss a new trend, or a hot topic. Creatives have to stay on top of this latest information to inform and create your ideas. You may even have to suffer from information anxiety to figure out that the creative campaign’s highlight should be: "Being at the forefront."

LBB——对于中国以外的读者，你认为中国的本土产业有哪些特别令人兴奋的趋势和发展?

For readers outside of China, what are some of the trends and developments happening in the industry locally that you find particularly exciting?

中国电动车发展是世界焦点，中国新消费品牌的创新更是令人兴奋，过去更好、更小、更大、更轻、更软…在传统意义上的进步已经不符合需求，新消费品牌更给了消费者新的生活理念、独特的品牌态度、迷人的使用经验、令人向往的信仰…，品牌正在颠覆生活内容，这是强大市场造就的动力，我更认为这是一种无形的人类生活进化。

The development of China's electric vehicles is in the global spotlight, and the innovation of China's new consumer brands is even more exciting. In the past, it was better, smaller, larger, lighter, and softer... Progress in the traditional sense no longer meets the needs of modern society. New consumer brands have also given consumers new life concepts, unique brand attitudes, fascinating brand experiences, and glamorous beliefs... These brands are subverting our ways of living. This is driven by a strong market undoubtedly, and in my opinion, it is also the evolution of humanity.

LBB——在广告行业之外，我很想知道什么形式的创意能启发到你? 你有什么爱好或其他兴趣能帮助你培养创意么?

Outside of the advertising industry, I’d love to know what forms of creativity inspire you? And do you have any hobbies or other interests that help fuel your creativity?

我很难说出什么「形式」，但我一直很喜欢「非说教式的理念性创意」，理念可以让人改变观念行为，但做理念很容易变成说教，能让我的想像力有激发的可能是一个新消费品牌、一本书的书名，一个突然走红的团体、一个陌生却吸引我的IG，要不错过这些激发的按钮，就要保持不断伸出触角，创意不是深度阅读的知识，要短平快，去逛、去刷。另外，找一个国外城市走走也会收获很多。

It is hard for me to say which "form", but I have always liked "non-demonstrative conceptual creativity". Concepts can make people change their perspectives and behaviors, but illustrating concepts can easily become preaching. 

For me, what can stimulate my imagination, could probably be a new consumer brand, the title of a book, a group that suddenly became popular, or an IG that is unfamiliar but attracts me. If you don't want to miss these exciting buttons, you must keep stretching your boundaries. Creativity, for me, is more likely to be inspired by browsing, surfing, rather than in-depth reading. In addition, traveling in a foreign city could also be a good inspiration.

LBB——有没有什么创意大咖，影响到你的创意之路? 如果有，是谁，如何影响的?

Do you have any creative heroes that have helped shape your own approach to creativity? If so who, and how?

对我来说没有很具体的一个人，也许可以说是「年轻世代」，在网上、在街上的那些年轻人，他们的行为、穿著、观念，一直在逼出我的创造力，我很难去克制自己不去了解发现，这种推力对我是一种有乐趣的折磨。

There is no specific hero for me, or maybe the "young generation" as a whole is the hero. Those young people on the internet and on the street, their behavior, clothing, and opinions have been challenging my creativity. It is hard for me to restrain myself from learning and discovering, and I have to say this constant challenge is fun, but also torturous trying to keep up!

LBB——展望2023年，你希望看到这个行业发生什么?

Looking forward to 2023, what would you like to see happening in the industry?

我希望看到更多让我觉得我想不到的内容，或是让我吓一跳的东西。

I'd like to see more content that surprises me, or strikes me as unexpected.

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