Placeholder Image

字幕列表 影片播放

  • I have spent the past few years

    我在過去的幾年裡

  • putting myself into situations

    讓自己處在

  • that are usually very difficult

    非常困難的的情況裡

  • and at the same time somewhat dangerous.

    同時也有點危險。

  • I went to prison --

    我被關在監獄 -

  • difficult.

    困難。

  • I worked in a coal mine --

    我在煤礦場工作 -

  • dangerous.

    危險。

  • I filmed in war zones --

    我在戰區拍片 -

  • difficult and dangerous.

    困難又危險。

  • And I spent 30 days eating nothing but this --

    我花了30天不吃其他東西,只吃這個 -

  • fun in the beginning,

    在開始時很好玩,

  • little difficult in the middle, very dangerous in the end.

    過程中有點困難,在結束時非常危險。

  • In fact, most of my career,

    事實上,大部分我職業生涯裏,

  • I've been immersing myself

    我一直讓自己

  • into seemingly horrible situations

    沉浸在看似可怕的情況裡

  • for the whole goal of trying

    為的是

  • to examine societal issues

    研究社會問題

  • in a way that make them engaging, that make them interesting,

    我用讓大家一同參與,使大家感興趣的方式,

  • that hopefully break them down in a way

    希望讓這些研究

  • that make them entertaining and accessible to an audience.

    變得有娛樂性和能讓觀眾觸及。

  • So when I knew I was coming here

    所以,當我知道我要來這裡

  • to do a TED Talk that was going to look at the world of branding and sponsorship,

    做一場TED演講,探討世界上的品牌和贊助,

  • I knew I would want to do something a little different.

    我知道我想要做一些不一樣的東西。

  • So as some of you may or may not have heard,

    你們有些人可能有也可能沒有聽過,

  • a couple weeks ago, I took out an ad on eBay.

    幾個星期前,我在Ebay貼出一則廣告。

  • I sent out some Facebook messages,

    我在Facebook發出了一些消息,

  • some Twitter messages,

    也在Twitter發出一些消息,

  • and I gave people the opportunity to buy the naming rights

    我讓大家有機會可以購買

  • to my 2011 TED Talk.

    我2011年TED演講名稱的命名權。

  • (Laughter)

    (笑聲)

  • That's right, some lucky individual, corporation,

    沒錯,一些幸運的人,公司行號,

  • for-profit or non-profit,

    營利或非營利的機構,

  • was going to get the once-in-a-lifetime opportunity --

    會得到一次千載難逢的機會 -

  • because I'm sure Chris Anderson will never let it happen again --

    因為我敢說,克里斯安德森(TED總監)將永遠不會讓這事再發生 -

  • (Laughter)

    (笑聲)

  • to buy the naming rights

    大家可以來購買

  • to the talk you're watching right now,

    你現在正在看的演講的命名權,

  • that at the time didn't have a title, didn't really have a lot of content

    在拍賣當時,沒有主題,也沒有內容說明

  • and didn't really give much hint

    更沒有提供任何

  • as to what the subject matter would actually be.

    關於實際上題材的線索。

  • So what you were getting was this:

    所以,買家得到的是:

  • Your name here presents:

    你的名字會刊登在這裡:

  • My TED Talk that you have no idea what the subject is

    你不知道我的TED演講的主題是什麼

  • and, depending on the content, could ultimately blow up in your face,

    且根據不同的內容,可能最後事情會完全搞砸,

  • especially if I make you or your company look stupid for doing it.

    尤其如果我做些讓你或你的公司看起來愚蠢的事。

  • But that being said,

    儘管如此,

  • it's a very good media opportunity.

    這是一個非常好的宣傳機會。

  • (Laughter)

    (笑聲)

  • You know how many people watch these TED Talks?

    你知道有多少人會觀看這些 TEDTalks?

  • It's a lot.

    很多人呢。

  • That's just a working title, by the way.

    順便提一下,這名稱只是暫定的。

  • (Laughter)

    (笑聲)

  • So even with that caveat,

    因此,即使有警告過了,

  • I knew that someone would buy the naming rights.

    我知道還是有人會買命名權。

  • Now if you'd have asked me that a year ago,

    如果你一年前問我

  • I wouldn't have been able to tell you that with any certainty.

    我不會有把握能夠告訴你。

  • But in the new project that I'm working on, my new film,

    但我現在正在努力的新計劃,就是我的新電影,

  • we examine the world of marketing, advertising.

    我們將探討行銷,也就是廣告。

  • And as I said earlier,

    正如我剛才所說,

  • I put myself in some pretty horrible situations over the years,

    多年來,我讓自己處在一些非常可怕的情況,

  • but nothing could prepare me, nothing could ready me,

    但我再怎麽準備,再怎麽作心理建設,

  • for anything as difficult

    也沒辦法來應付

  • or as dangerous

    以下這個危險的狀況

  • as going into the rooms with these guys.

    那就是:和這些傢伙(廣告公司)同在一間房裏。

  • (Laughter)

    (笑聲)

  • You see, I had this idea for a movie.

    你看,我有拍這種電影的想法。

  • (Video) Morgan Spurlock: What I want to do is make a film

    (影片)摩根‧斯珀洛克:我想做的就是拍部電影

  • all about product placement, marketing and advertising,

    是關於置入性行銷,產品行銷和廣告,

  • where the entire film is funded

    然後整齣電影的經費

  • by product placement, marketing and advertising.

    就來自產品的置入性行銷,行銷和廣告。

  • So the movie will be called "The Greatest Movie Ever Sold."

    所以,這部電影,會被稱為“最成功的電影販售”。

  • So what happens in "The Greatest Movie Ever Sold,"

    那麼,在“最成功的電影販售”講的是

  • is that everything from top to bottom, from start to finish,

    一切從上到下,從開始到結束,

  • is branded from beginning to end --

    完全的品牌化 -

  • from the above-the-title sponsor that you'll see in the movie,

    你會看到在電影中,看到冠名贊助商,

  • which is brand X.

    這是某某品牌。

  • Now this brand, the Qualcomm Stadium,

    現在這個品牌,高通球場(Qualcomm Stadium),

  • the Staples Center ...

    斯台普斯中心(Staples Center)...

  • these people will be married to the film in perpetuity -- forever.

    這些人將永久和電影連結在一起 - 直到永遠。

  • And so the film explores this whole idea -- (Michael Kassan: It's redundant.)

    整齣電影將探討這個想法 - (Michael Kassan:這是多餘的。)

  • It's what? (MK: It's redundant.) In perpetuity, forever?

    你說什麼? (MK:我說這是多餘的。)你是說永久永遠嗎?

  • I'm a redundant person. (MK: I'm just saying.)

    我是個多餘的人。 (MK:我只是這樣說。)

  • That was more for emphasis.

    這只是爲了強調

  • It was, "In perpetuity. Forever."

    說,“永久——直到永遠”。

  • But not only are we going to have the brand X title sponsor,

    不過,我們不僅擁有某某品牌冠名贊助商,

  • but we're going to make sure we sell out every category we can in the film.

    我們還將確保,我們把電影裡能賣的贊助部分都給賣出。

  • So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...

    所以,也許贊助鞋的部分,讓它成為有史以來你穿過最好的鞋...

  • the greatest car you ever drove from "The Greatest Movie Ever Sold,"

    “最成功的電影販售”中,有史以來你開過最好的車,

  • the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."

    “最成功的電影販售”,由有史以來你喝過最好喝的飲料所贊助,

  • Xavier Kochhar: So the idea is,

    Xavier Kochhar:這樣的想法是,

  • beyond just showing that brands are a part of your life,

    不止要展示說品牌是你生活的一部分,

  • but actually get them to finance the film? (MS: Get them to finance the film.)

    而且還要由他們來資助電影嗎? (MS:讓他們出資來拍電影。)

  • MS: And actually we show the whole process of how does it work.

    MS:實際上,我們會完整呈現這部分的工作。

  • The goal of this whole film is transparency.

    我們的目標是要讓整齣電影的贊助透明化。

  • You're going to see the whole thing take place in this movie.

    你在這部電影裡可以看到所有的過程。

  • So that's the whole concept,

    這是整體概念,

  • the whole film, start to finish.

    整部影片,從開始到結束都是被贊助的。

  • And I would love for CEG to help make it happen.

    我非常希望有CEG的贊助,使拍片能成功。

  • Robert Friedman: You know it's funny,

    Robert Friedman:説來有趣,

  • because when I first hear it,

    因為當我第一次聽到這個主意時,

  • it is the ultimate respect

    我覺得這是

  • for an audience.

    對觀眾最極致的尊重

  • Guy: I don't know how receptive

    Guy:我不知道

  • people are going to be to it, though.

    人們對這一切的接受度有多高。

  • XK: Do you have a perspective --

    XK:你有想過嗎 -

  • I don't want to use "angle" because that has a negative connotation --

    我不想用“角度”這個字,因為有負面的涵義 -

  • but do you know how this is going to play out? (MS: No idea.)

    不過你知道電影要怎麼呈現嗎? (MS:我不知道。)

  • David Cohn: How much money does it take to do this?

    David Cohn:這樣做要花多少錢呢?

  • MS: 1.5 million. (DC: Okay.)

    MS:150萬美元。 (DC:好吧。)

  • John Kamen: I think that you're going to have a hard time meeting with them,

    John Kamen:我覺得你跟贊助商見面時,下場可能會蠻淒慘的,

  • but I think it's certainly worth pursuing

    但我覺得這還是值得試試看

  • a couple big, really obvious brands.

    找些知名的大品牌。

  • XK: Who knows, maybe by the time your film comes out,

    XK:誰知道,也許你電影拍出來的時候,

  • we look like a bunch of blithering idiots.

    我們看起來會像一群在胡扯的笨蛋。

  • MS: What do you think the response is going to be?

    MS:你認為這樣會得到什麼反應?

  • Stuart Ruderfer: The responses mostly will be "no."

    Stuart Ruderfer:大多數的反應應該會是“不要”。

  • MS: But is it a tough sell because of the film

    MS:這是因為是電影本身所以找不到贊助嗎?

  • or a tough sell because of me?

    還是因為我的關係?

  • JK: Both.

    JK:兩個都是。

  • MS: ... Meaning not so optimistic.

    MS:...意思是不太樂觀。

  • So, sir, can you help me? I need help.

    所以,你能幫我嗎?我需要幫助。

  • MK: I can help you.

    MK:我可以幫忙。

  • MS: Okay. (MK: Good.)

    MS:好的。 (MK:好。)

  • Awesome.

    真棒。

  • MK: We've gotta figure out which brands.

    MK:我們得弄清楚要哪些品牌。

  • MS: Yeah. (MK: That's the challenge.)

    MS:是的。 (MK:這是個挑戰。)

  • When you look at the people you deal with ..

    當你看到和你交涉的人時 ..

  • MK: We've got some places we can go. (MS: Okay.)

    MK:我們有一些門路。 (MS:好吧。)

  • Turn the camera off.

    把相機關掉。

  • MS: I thought "Turn the camera off"

    MS:我想他說“把相機關掉”

  • meant, "Let's have an off-the-record conversation."

    意味著我們不要有任何談話的記錄。

  • Turns out it really means,

    結果的真正意思是

  • "We want nothing to do with your movie."

    “我們不希望與你拍的電影有任何關連。”

  • MS: And just like that, one by one,

    MS:就這樣,一個接一個,

  • all of these companies suddenly disappeared.

    所有這裡的公司突然都消失了。

  • None of them wanted anything to do with this movie.

    沒有公司想要在這部電影裡贊助商品

  • I was amazed.

    我很驚訝

  • They wanted absolutely nothing to do with this project.

    他們完全不想參與這個計畫

  • And I was blown away, because I thought the whole concept, the idea of advertising,

    我被打敗了,因為我覺得整個廣告的概念,

  • was to get your product out in front of as many people as possible,

    是讓你的產品能盡可能出現在越多的人面前,

  • to get as many people to see it as possible.

    盡可能讓更多的人看到

  • Especially in today's world,

    特別是在當今世界,

  • this intersection of new media and old media

    在新媒體和傳統媒體的交會下

  • and the fractured media landscape,

    還有不同的媒體區塊

  • isn't the idea to get

    我們不正是需要

  • that new buzz-worthy delivery vehicle

    用新穎時髦的傳播工具

  • that's going to get that message to the masses?

    才能將訊息轉達給群眾嗎?

  • No, that's what I thought.

    不,那是我的想法。

  • But the problem was, you see,

    但問題是,你看,

  • my idea had one fatal flaw,

    我的想法有一個致命的缺陷,

  • and that flaw was this.

    那個缺陷是這個。

  • Actually no, that was not the flaw whatsoever.

    其實不是,這不是任何缺陷。

  • That wouldn't have been a problem at all.

    這本來是不會有問題的。

  • This would have been fine.

    原本應該會很好的

  • But what this image represents was the problem.

    但是這個圖正顯示出問題在哪裏

  • See, when you do a Google image search for transparency,

    你瞧,當你在Google圖片上搜尋“透明度”,

  • this is ---

    這是 --

  • (Laughter)

    (笑聲)

  • (Applause)

    (掌聲)

  • This is one of the first images that comes up.

    這是第一張會出現的圖。

  • So I like the way you roll, Sergey Brin. No.

    Sergey Brin(Google創辦人之一)我真愛你管理的方式。不

  • (Laughter)

    (笑聲)

  • This is was the problem: transparency --

    這就是問題所在:透明度 -

  • free from pretense or deceit;

    不是虛偽或欺騙;

  • easily detected or seen through;

    很容易發現或識破;

  • readily understood;

    很容易理解;

  • characterized by visibility or accessibility of information,

    特點是訊息的可見性和可得性,

  • especially concerning business practices --

    特別是關於商業行為 -

  • that last line being probably the biggest problem.

    最後一句可能是最大的問題。

  • You see, we hear a lot about transparency these days.

    想想,這些日子以來,我們聽到了很多關於透明度。

  • Our politicians say it, our president says it,

    我們的政治人物,我們的總統都在說,

  • even our CEO's say it.

    甚至我們的CEO也在說。

  • But suddenly when it comes down to becoming a reality,

    但是,當它突然變成現實的一部分,

  • something suddenly changes.

    事情就不一樣了。

  • But why? Well, transparency is scary --

    但是為什麼呢?嗯,透明度是可怕的 -

  • (Roar)

    (吼)

  • like that odd, still-screaming bear.

    像隻又怪又會叫的熊。

  • (Laughter)

    (笑聲)

  • It's unpredictable --

    透明度無法捉摸 -

  • (Music)

    (音樂)

  • (Laughter)

    (笑聲)

  • like this odd country road.

    像一條奇怪的鄉間小路。

  • And it's also very risky.

    而且是很危險的。

  • (Laughter)

    (笑聲)

  • What else is risky?

    還有什麼也是危險的?

  • Eating an entire bowl of Cool Whip.

    吃一整碗Cool Whip(一種冰奶油甜食)。

  • (Laughter)

    (笑聲)

  • That's very risky.

    這是非常危險的。

  • Now when I started talking to companies

    當我開始和那些公司交涉

  • and telling them that we wanted to tell this story,

    並告訴他們,我們想製作這樣的故事,

  • and they said, "No, we want you to tell a story.

    他們說:“不,我們要你製作出一個故事。

  • We want you to tell a story,

    我們希望你製作故事,

  • but we just want to tell our story."

    我們希望你製作我們品牌的故事。“

  • See, when I was a kid

    你看,當我還是個孩子

  • and my father would catch me in some sort of a lie --

    我父親會跟我說某些謊話 -

  • and there he is giving me the look he often gave me --

    而且他臉部的表情會像平常那樣 -

  • he would say, "Son, there's three sides to every story.

    他會說:“兒子,每一個故事都有三種面向。

  • There's your story,

    有你的,

  • there's my story

    有我的,

  • and there's the real story."

    還有真實的部分。“

  • Now you see, with this film, we wanted to tell the real story.

    現在,這部電影,我們想說真實的故事。

  • But with only one company, one agency willing to help me --

    但是,只有一個公司,一個機構願意幫助我 -

  • and that's only because I knew John Bond and Richard Kirshenbaum for years --

    而且還是因為我認識John Bond和Richard Kirshenbaum很多年 -

  • I realized that I would have to go on my own,

    我意識到,我必須自己來,

  • I'd have to cut out the middleman

    我不能再委託別人

  • and go to the companies myself with all of my team.

    我得自己和我的團隊直接到贊助商那裡去。

  • So what you suddenly started to realize --

    然後,你突然開始意識到 -

  • or what I started to realize --

    或者是我開始意識到 -

  • is that when you started having conversations with these companies,

    當你開始和這些公司交涉,

  • the idea of understanding your brand is a universal problem.

    了解品牌的概念是大家共同的問題。

  • (Video) MS: I have friends who make great big, giant Hollywood films,

    (影片)MS:我有位朋友是在製作大成本的好萊塢電影

  • and I have friends who make little independent films like I make.

    我也有朋友和我一樣是小型的獨立製片。

  • And the friends of mine who make big, giant Hollywood movies

    我那位製作大成本好萊塢電影的朋友

  • say the reason their films are so successful

    說他們的電影之所以是如此成功

  • is because of the brand partners that they have.

    是因為他們有合作的贊助品牌。

  • And then my friends who make small independent films

    然後我那些小型的獨立製片的朋友

  • say, "Well, how are we supposed to compete

    說:“那我們要如何

  • with these big, giant Hollywood movies?"

    去和這些大成本製作的好萊塢電影競爭?“

  • And the movie is called

    而我們這部電影叫做

  • "The Greatest Movie Ever Sold."

    “最成功的電影販售”。

  • So how specifically will we see Ban in the film?

    那要如何讓Ban這個牌子具體的在電影出現呢?

  • Any time I'm ready to go, any time I open up my medicine cabinet,

    每當我準備好,每當我打開了我的醫藥箱,

  • you will see Ban deodorant.

    你會看到Ban牌體香劑。

  • While anytime I do an interview with someone,

    每當我訪問一個人,

  • I can say, "Are you fresh enough for this interview?

    我可以問,“你覺得現在體味清爽可以接受訪問嗎?

  • Are you ready? You look a little nervous.

    你準備好了嗎?你看起來有點緊張。

  • I want to help you calm down.

    我想幫助你平靜下來。

  • So maybe you should put some one before the interview."

    也許你應該在受訪前試用一下。“

  • So we'll offer one of these fabulous scents.

    因此,我們將提供其中一款絕妙的香味。

  • Whether it's a "Floral Fusion" or a "Paradise Winds,"

    無論是“綜合花香”或“天堂之風”

  • they'll have their chance.

    都可以上鏡頭。

  • We will have them geared for both male or female --

    我們會讓他們準備好給男性或女性 -

  • solid, roll-on or stick, whatever it may be.

    不管是膏狀,滾珠的,或條狀的都可以。

  • That's the two-cent tour.

    這算是種小的宣傳手法。

  • So now I can answer any of your questions

    所以現在我可以回答您的任何問題

  • and give you the five-cent tour.

    然後討論更好的宣傳方式。

  • Karen Frank: We are a smaller brand.

    Karen Frank:我們是一個小品牌。

  • Much like you talked about being a smaller movie,

    就像你說作為一個小電影,

  • we're very much a challenger brand.

    我們是來挑戰大厰的品牌。

  • So we don't have the budgets that other brands have.

    我們不像其他品牌有龐大的預算。

  • So doing things like this -- you know,

    所以做這樣的事情 - 你知道,

  • remind people about Ban --

    宣傳我們的牌子 -

  • is kind of why were interested in it.

    這也是爲什麽我們有興趣的原因。

  • MS: What are the words that you would use to describe Ban?

    MS:那你會用什麼話來描述Ban這個牌子?

  • Ban is blank.

    Ban是空白的。

  • KF: That's a great question.

    KF:這是個好問題。

  • (Laughter)

    (笑聲)