????上個(gè)月，寶馬（BMW）和梅塞德斯-奔馳（Mercedes Benz）在48小時(shí)之內(nèi)前后發(fā)布了兩則只在網(wǎng)絡(luò)上播放的廣告。很快這兩則廣告都被網(wǎng)友瘋狂地傳播，不過它們的風(fēng)格卻大不相同。奔馳的廣告《接球》（The Catch）的主角是剛剛推出的梅塞德斯SLS AMG Roadster跑車、一位F1賽車手和一名職業(yè)高爾夫球手。高爾夫球手揮出一桿，F(xiàn)1車手同時(shí)駕著Roadster跑車直奔那顆飛出的高爾夫球而去，試圖接住那顆球，最后居然接到了。這也創(chuàng)下了一項(xiàng)“行駛中的汽車接到飛得最遠(yuǎn)的高爾夫球”的吉尼斯世界紀(jì)錄。梅塞德斯-奔馳不會(huì)披露它在單則廣告上的花費(fèi)。不過這個(gè)視頻的設(shè)計(jì)給人感覺并沒有花很多錢。廣告里最昂貴的東西可能就是這臺(tái)車本身了，它的售價(jià)達(dá)27.7萬美元。

????Last month, BMW and Mercedes Benz each released online-only commercials within 48 hours of one another. Both quickly went viral, but couldn't have been more different. "The Catch" features the just-released Mercedes Benz SLS AMG Roadster, a Formula 1 driver, and a golf pro. The pro tees up, smacking drive after drive while the Roadster screams down a runway, trying to catch the ball. And eventually, it does, setting the Guinness world record for the "Farthest Golf Shot Caught in a Moving Car" in the process. Mercedes doesn't disclose the amount it spends on individual ads, but the video is designed to feel inexpensive. The most expensive thing about it was probably the car, which goes for $277,000.

????寶馬的廣告《子彈》（Bullet）把寶馬M5設(shè)計(jì)成一發(fā)射入曠野中的子彈。這輛車先是射穿了一顆巨大的空心玻璃蘋果，然后從三顆巨大的水汽球下方呼嘯駛過，M5車頂?shù)男”出捯来蝿澠屏巳w水汽球，但寶馬“射”出的速度太快，水球里傾瀉而下的水幾乎一滴也沒有濺到M5身上。最后它擊穿了一個(gè)轎車大小的靶子。寶馬加拿大營銷總監(jiān)凱文?馬考特成，這則廣告希望把價(jià)值9萬美元的寶馬M5打造成一個(gè)“高性能的藝術(shù)品”。為此寶馬還給這則廣告配了古典音樂。

????那么這兩則廣告到底誰更成功呢？在視頻網(wǎng)站YouTube上，制作更精良的寶馬廣告比經(jīng)濟(jì)省錢的奔馳廣告多贏得了130萬次點(diǎn)擊量。根據(jù)Unruly Media公司的“病毒視頻”表，寶馬的廣告《子彈》在Facebook上獲得了209,045次分享，超過了奔馳廣告《接球》的三倍。另外《子彈》被248篇博文轉(zhuǎn)載，也超過了《接球》一倍。

????譯者：樸成奎

????"Bullet" depicts BMW's M5 model as a rifle round fired into an open plain. The car smashes through a giant glass apple and three colossal, hanging water balloons before careening through a car-sized bulls eye. The ad is designed to transform the $90,000 M5 into a piece of "high performance art," says Kevin Marcotte, Director of Marketing for BMW Canada. It is scored to classical music.

????So which ad was more successful? BMW's slickly produced video raked in over 1.3 million more YouTube views than the cost-effective Mercedes spot. According to Unruly Media's Viral Video chart, BMW's ad, "Bullet" has at 209,045 Facebook shares, more than three times the amount of the Mercedes ad. "Bullet" has been posted on 248 blog posts -- double that of "The Catch."