作者：二兩，來(lái)源：寫(xiě)給非廣告人的廣告常識(shí)
原標(biāo)題：這五個(gè)故事成功的嚇尿了我……看完想買(mǎi)把刀防身

不想讓自己的文案過(guò)于枯燥怎么辦？不妨講講故事，圍繞著品牌，圍繞著產(chǎn)品，講一個(gè)博人眼球的故事。

如何讓故事引人入勝？最好的方法就是真實(shí)、趣味、而又平常，講身邊人的點(diǎn)點(diǎn)滴滴最合適不過(guò)。

如何知道這么多日常瑣事？大眾一點(diǎn)的方法就是向客戶征集，讓用過(guò)的人自己站出來(lái)講他們的真實(shí)感受。俗話說(shuō)，大千世界無(wú)奇不有，文案的腦子不一定跟得上真實(shí)的故事。

哪個(gè)品牌講故事強(qiáng)？多著呢！菲亞特、農(nóng)夫山泉......但還是瑞士軍刀的故事最精彩！

Portland (USA), 1992

The Elevator

Following a first-class art event on all Saints' Day in 1992, I got into an elevator alone. The old elevator cabin had barely started moving when it suddenly stoped. Smoke entered. There was clearly a fire in the elevator shaft. I was able to communicate with people outside through some narrow openings. The air quality was getting worse with every second. I had to escape immediately. I took out my Victorinox pocket knife and disassembled the door lock with the tweezers, bolt by blot. A few minutes later, I was able to climb up to a mezzanine floor. A small window was still between me and the fresh air. I undid the window hinges with my pocket knife. A fireman finally pulled me to safety. By the way: This past Chirstmas, the "Elevator escape knife" was portland's favorite present.

Douglas Maclver, June 1993

波特蘭（美國(guó)），1992

電梯驚魂記

1992年萬(wàn)圣節(jié)，在參觀完一流的藝術(shù)盛宴后，我獨(dú)自一人走進(jìn)了電梯。這座老舊的電梯轎廂開(kāi)始吃力地運(yùn)行，突然之間它停住了，煙霧開(kāi)始彌漫。顯然，電梯井失火了。我通過(guò)一些窄小的縫隙與外面的人交流，轎廂里的空氣質(zhì)量每況愈下。我必須立馬逃出去。我掏出我的瑞士軍刀，用鑷子將門(mén)鎖一點(diǎn)點(diǎn)的拆開(kāi)，一個(gè)螺絲一個(gè)螺絲的拆解。幾分鐘后，我便可以爬上閣樓了，但是一扇小小的窗戶仍然橫亙?cè)谖遗c新鮮空氣之間。我用瑞士軍刀松開(kāi)了窗鉸鏈，一位消防員將我拖到了安全地帶。順便說(shuō)說(shuō)：過(guò)去的這個(gè)圣誕節(jié)，“電梯逃生記”成為了波特蘭最棒的節(jié)日禮物。

道格拉斯·麥基弗，1993年6月

Sydney (Australia), 1997

The Grand Piano

A Choral concert at Sydney University had to interruped: a pencil had accidentally dropped into the Steinway grand piano. As a result, some of the piano's keys were producing a ratting sound. The pianist and the conductor both tried in vain reaching their hand into the interior of the piano from all angles---as the audience looked on in amusement. The the conductor tried giving the instrument a couple of firm blows, but this didn't work either. Someone had the idea to use the stem of a flower from one of the arrangements on stage to fish out the pencil, but this attempt also failed miserably. Finally, several singers from the choir came forward and lifted one end of the piano, hoping this would dislodge the pencil. But the pencil simly wouldn't budge. The situation seemed hopless---until a man in the audiences stood up and approached the stage with a Swiss pocket knife in hand, and in no time at all had unscrewed the front panel of the piano. He reached in, removed the pencil, and returned to his seat. And the concert could finally resume.

Sydney Morning Herald, August 27th, 1997

悉尼（澳大利亞），1997

三角鋼琴的不和諧音

在悉尼大學(xué)舉辦的一場(chǎng)合唱音樂(lè)會(huì)不得不中斷：一支鉛筆不小心掉進(jìn)了斯坦威三角鋼琴里。結(jié)果就是，有些鋼琴的琴鍵會(huì)發(fā)出“咔咔咔”的聲響。鋼琴演奏家和指揮家無(wú)所不用其極，想從各個(gè)角度把手伸入鋼琴內(nèi)部，但都無(wú)功而返---觀眾則饒有趣味地看著他們。指揮家對(duì)著鋼琴猛地吹氣，但還是沒(méi)起任何作用。有些人提出將花的莖伸進(jìn)鋼琴里把鉛筆釣出來(lái)，但卻以失敗告終。最后，幾個(gè)合唱團(tuán)的歌手走上前來(lái)，抬起鋼琴的一端，想讓鉛筆滾出來(lái)，但是鉛筆卻紋絲不動(dòng)。情況不容樂(lè)觀---直到觀眾席上的一位先生拿著瑞士軍刀走近舞臺(tái)，不費(fèi)吹灰之力松開(kāi)鋼琴面板，把手伸進(jìn)去，取出鉛筆，然后回到座位上。音樂(lè)會(huì)重新開(kāi)始。

悉尼晨鋒報(bào)，1997年8月27日

Galveston Bay (USA), 1999

The Shrimpnet

Years ago my daughter gave me a Swiss pocket knife as a gift and it saved my life. One day after Christmas on a Monday, I had taken my fishing boat out to Galveston Bay. As always, I had my pocket knife on me. My eye was on the water with the shrimp net in my hands. I throw the net. It all happened so quickly: the rope to the net wrapped around my leg and pulled on my body with 200 kilograms of drag force. I knew if I fell in the water I probabaly wouldn't survive. Then I remembered my pocket knife. With my last ounce of strength, I dug the knife out of my pocket and managed to cut the rope---it gave way immediately, and my panic quickly subsided. That day I returned home without a catch, but with overwhelming thanks for my trusty little red pocket knife.

Martin Tidswell, May 2000

加爾維斯頓灣（美國(guó)），1999

陷入網(wǎng)中的困境

幾年前，我女兒送我一把瑞士軍刀作為禮物，而它救了我的命。圣誕節(jié)之后的一天，周一，我開(kāi)著我的漁船駛出加爾維斯頓灣。一如即往，我隨身帶著瑞士軍刀。我盯著海面，手里拿著拖蝦網(wǎng)。我將大網(wǎng)拋出。一切都在轉(zhuǎn)瞬之間發(fā)生：拖蝦網(wǎng)的繩子纏住了我的腿，并以200公斤的拉力將我向海中拽去。我知道，一旦墜海，十有八九會(huì)喪命。突然之間，我想起了我的瑞士軍刀。我用盡最后的力氣，掏出折刀，設(shè)法切斷繩子---小折刀是如此給力，我的恐慌立馬煙消云散。那天我空手而歸，但心中卻充滿了對(duì)這把值得信賴的紅色小折刀的感謝。

馬丁·蒂德韋爾，2000年5月

Sulavesi (Indonesia), 2002

The Fishbone

It was the last night of our vacation on Sulavesi, ravenous. We treated ourselves to a plate of fish and raved about our fantastic diving experiences. It happened after only a few bites: a bone got struck in my throat. I felt my throat slowly swell as my air supply was cut off. I took out my Victornix pocket knife and tried to remove the bone with the tweezers: no luck. Then I unfolded the intergrated pliers. Finally, I was able to grab the bone and pull it out---and not a second too soon! Since then, I make sure to always carry my Victorinox pocket knife with me---even when I'm not eating fish.

Kai Kroeber, November 2002

蘇拉威西島（印度尼西亞），2002

危險(xiǎn)的魚(yú)骨

這是我們假期之旅的最后一晚，在蘇拉威西島上，狼吞虎咽。我們一邊享受美味的海魚(yú)，一邊吹噓著自己奇幻的潛水經(jīng)歷。才吃過(guò)幾口，悲劇發(fā)生了：一根魚(yú)刺卡在了我的喉嚨里。我感覺(jué)，由于氣流不暢，我的喉嚨漸漸腫脹。我掏出我的瑞士軍刀，試著用鑷子將這跟魚(yú)骨取出，但是運(yùn)氣不佳。接著，我打開(kāi)組合鉗具。最終，我?jiàn)A住了那根魚(yú)刺并把它取了出來(lái)---真是不能再快了！從那以后，我保證隨時(shí)隨地帶著我的瑞士軍刀---即便是在我不吃魚(yú)的時(shí)候。

卡伊·克羅伯，2002年11月份

Puschlav (Switzerland), 2005

The Wheel Brake

During an excursion to the Swiss mountain region of Puschlav, our train stopped suddenly on the tracks. Curious, my wife and I struck our heads out of the window to see thick smoke coming from one end of the train. The train conductor and driver had disembarked the train, discussing rapidly how best to deal with the problem. Then they disappeared. After a while, one of them came back and asked if someone had a pocket tool. I drag out my Victorinox Swiss Army Knife, saying he'd used it to fix the loose stud bolt of the brake hose. He thanked my excessively--- as if I were a hero. I decided to suggest to the Swiss Federal Railways (SBB) that all members of the train crew be equipped with Victorinox Swiss Army Knife.

Dieter Portman, August 2005

普施拉夫（瑞士），2005

小心剎車(chē)的陷阱

那是在一次短程旅行的途中，在普施拉夫瑞士山廓區(qū)，我們的火車(chē)突然停在了鐵軌上。出于好奇，我和我的妻子把頭伸出窗外一看究竟，只見(jiàn)濃煙從火車(chē)的另一端升起。列車(chē)長(zhǎng)和司機(jī)走下火車(chē)，立即商量解決這一問(wèn)題的最佳對(duì)策。接著他們便不見(jiàn)人影了。過(guò)了一會(huì)，他倆中的一個(gè)折返回來(lái)，并詢問(wèn)我們有沒(méi)有誰(shuí)帶了袋裝鉗。我一邊掏出我的瑞士軍刀，一邊告訴他可以用這家伙修理剎車(chē)軟管上變松的雙頭螺栓。他極盡所能地對(duì)我表示感謝---就好像我是位大英雄一般。我決定向瑞士聯(lián)邦鐵路局提出建議，讓火車(chē)上的員工人手配備一把瑞士軍刀。

迪特爾·波特曼，2005年8月

如果不是講故事，我們?nèi)绾谓榻B瑞士軍刀？想必很是枯燥。我在網(wǎng)上查了查，瑞士軍刀有很多產(chǎn)品，其中瑞士冠軍有33種功能，什么大刀、小刀、拔木塞轉(zhuǎn)、開(kāi)罐頭器......光是把這些功能一一列舉出來(lái)，估計(jì)就有100多個(gè)字。就算不是瑞士冠軍，登山家也有16種功能，哈哈，我是80后，從來(lái)不看使用說(shuō)明書(shū)，也請(qǐng)不要讓我看類似于使用書(shū)名書(shū)一般的文案。

看完之后最大的感受是什么？我曾經(jīng)以為，瑞士軍刀離我很遠(yuǎn)，我不遠(yuǎn)行、不登山、不窮游、不探險(xiǎn)......要那破玩意干啥？！看過(guò)這五篇文案之后，發(fā)現(xiàn)世界不安全，隨時(shí)要自救，還是入手一把刀比較保險(xiǎn)。

就這樣，這個(gè)系列的廣告便成功了，它告訴你了瑞士軍刀最最強(qiáng)大的功能——能救人于危難之中。你絕對(duì)不知道瑞士冠軍除了上面我列舉的4個(gè)功能之外，剩下的29種功能是什么，但是你絕對(duì)能感受到它的強(qiáng)大之處。這些，全靠這5則小故事！

P.S.  話說(shuō)，為了讓每個(gè)故事都吸引人，故事名字的翻譯都是參照的《名偵探柯南》，有沒(méi)有覺(jué)得這個(gè)世界更不太平了？

數(shù)英用戶原創(chuàng)，轉(zhuǎn)載請(qǐng)遵守規(guī)范
作者公眾號(hào)：寫(xiě)給非廣告人的廣告常識(shí)（ID：adernous）