引言
你可能聽過I WILL WHAT I WANT這句話很多次，很想問這句話不是有語法問題嗎，可還是忍住了。
文章譯自Harvard Business Review | March 2016
How One Brand Uses Celebrities to Break Through
一個品牌如何借力明星殺出一條血路
Under Armour’s recent campaign “I Will What I Want” shows how to combine celebrity sponsorships and cultural branding to create content with impact. Under Armour originally became an iconic brand by swiping Nike’s cultural strategy—then doing it one better.
安德瑪最近的宣傳活動I WILL WHAT I WANT很好的詮釋了如何糅合名人光環(huán)和品牌文化來打造有影響力的內(nèi)容。安德瑪先通過力壓耐克的品牌策略讓自身成為一個符號性品牌，然后做得比對手更好。
Nike’s approach, launched in the 1970s and perfected in the 1990s, was to tell stories of athletes who overcame societal barriers through sheer willpower. But a decade ago Nike abandoned its competitive-underdog ideology to go all in on branded content, using famous athletes to make entertaining sports films. Under Armour stepped into the void, producing arresting new ads, such as “Protect This House,” that championed the same ideology and took off on social media.
耐克的營銷策略興于上世紀(jì)70年代，90年代達到全盛，以講述運動員靠堅韌不拔的意志戰(zhàn)勝社會上的阻力的故事為主要內(nèi)容。但十年前，耐克放棄原來表現(xiàn)弱者對勝利孜孜以求的主調(diào)，以讓知名運動員拍有趣的運動視頻這些帶有很強品牌烙印的內(nèi)容取而代之。安德瑪以諸如“Protect This House”這些引人注目的廣告填補了這方面的空白，宣揚相同的理念，并在社交網(wǎng)絡(luò)上火起來。
Under Armour also followed Nike in dramatizing how übercompetitiveness, traditionally associated with masculinity, applied equally to women, broadcasting spots that showcased female athletes. The latest effort, “I Will What I Want,” pushed gender boundaries even further, challenging conventions in arenas where traditional ideals of femininity still reign.
安德瑪采用跟耐克類似的手法拍攝女運動員的短片，來彰顯女性也可以跟男性一樣渴望勝利。傳統(tǒng)觀念中，這種氣質(zhì)須與陽剛之氣掛鉤。最新力作I Will What I Want把性別差異拋到九霄云外，沖擊那些依然認(rèn)為女性必須柔弱的傳統(tǒng)競技場。
Ballet star Misty Copeland—who grew up in poverty with a single parent—is an athletic, muscular dancer in a profession that celebrates waifish, reed-thin women. Under Armour made a video about how she rose above adversity (the voice-over is from a rejection letter saying that her body was completely wrong for ballet), showing her dancing in a formfitting sports bra and pants that reveal her curvier physique.
在貧困的單親家庭長大的芭蕾舞明星米絲蒂·柯普蘭[1]是一個體格健壯肌肉發(fā)達的舞者，可偏偏這個專業(yè)偏愛柔弱的，像蘆葦一樣的女子。安德瑪拍了一個視頻講述她如何在逆境中奮起（一段讀她拒絕信的旁白說她的身體完全不適合練芭蕾），片中的她穿著一套合身的運動內(nèi)衣翩翩起舞，展現(xiàn)她的優(yōu)美體格。
A Gisele Bündchen film followed the same convention-breaking formula but mashed up incongruous crowdcultures to provoke a social media response. The former Victoria’s Secret star is usually portrayed within the glamorous world of runways and celebrity hobnobbing. Under Armour broke the frame by placing her in what was essentially an old Nike ad: a backstage video of Gisele in an intense kickboxing workout. The company announced the partnership ahead of filming. It immediately stirred up the crowdculture: Sports fans were cynical, Gisele fans were curious, fashionistas were puzzled, and feminists simply loved it. Under Armour’s agency scraped all this commentary from the web and projected quotes from the digital discussion on the walls behind her. The resulting video shows Gisele sweating and kicking the bag, ignoring the litany of digs surrounding her: “Is posing now a sport?” “She’s not even pretty.” “What’s her sport, smiling?” “Stick to modeling, sweetie.”
一部由吉賽爾·邦辰[2]拍攝的短片延續(xù)了相同的打破常規(guī)的套路，而且加入了別具一格的大眾文化元素來激起社交媒體的反響。這位前"維密"名模通?，F(xiàn)身于光芒萬丈的走秀舞臺和名流聚會。安德瑪打破條條框框把她放置在一個從前耐克廣告司空見慣的場景：一段在陰暗房間拍攝的錄像中，吉賽爾正在進行緊張的跆拳道訓(xùn)練。在短片拍攝之前，安德瑪公司公開了他們的合作關(guān)系。這迅速引起大眾的關(guān)注：運動愛好者們嗤之以鼻，吉賽爾的粉絲們興致勃勃，時尚達人們疑惑不解，女權(quán)主義者純粹的喜歡。安德瑪?shù)墓ぷ魅藛T截取下網(wǎng)上的評論，并將這些數(shù)字化的 討論投影在吉賽爾身后的墻上。最終呈現(xiàn)的視頻里的，是一個吉賽爾汗流浹背地踢著沙包，無視環(huán)繞著她的冷嘲熱諷的場景：“擺姿勢也是一項運動嗎？”“她一點都不漂亮。”“什么是她的運動，笑？”“繼續(xù)做模特吧，小妹妹?！?/p>
Under Armour succeeded because it innovated with ideology—using female celebrities to provocatively push against gender norms. The company aimed its communiqués directly at the crowdcultures that held those norms, which set off a firestorm of debate.
安德瑪?shù)拇螳@成功基于它理念的創(chuàng)新：借助有名的女性來沖撞所謂的“性別規(guī)范”。這家公司的挑戰(zhàn)對象直指那些抱殘守缺的普羅大眾，而這就點燃一場群體性的大討論了。
翻譯：Chowin
如果譯文有誤，或者你有什么想法，歡迎留言~
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[1]米絲蒂·柯普蘭Misty Copeland
Misty Copeland出身貧寒，也沒有天生的完美身段，但通過自身努力打破宿命，短短幾年間就成為了芭蕾界的耀眼星光。
[2] 吉賽爾·邦辰Gisele Bündchen
名模?！凹悹枴ぐ畛讲灰元毺鼗蛄眍惖娘L(fēng)格取勝，源自南美的熱辣身軀里面流淌著嚴(yán)肅自律的德國血液，傲人身材就是她的先天優(yōu)勢，修長的雙腿，健康的膚色，臉上長著南美女孩常見的雀斑。與很多瘦弱的“衣架子”不同，吉賽爾·邦辰健康、自然并且樂觀而強悍。自出道以來吉賽爾不僅負(fù)面新聞很少，更從未令狗仔繳出任何激突露點作業(yè)”
