翻译/emma
编辑/ sciascia @顶尖文案topys
来自英国广告公司Mother内部创意测试小册子，通过12个测试检测一个创意是不是好创意，你的创意能一路通关吗？
No 1.
The samurai intuition test
Listen to your instant emotional reaction to an idea. Notice what your gut says before your brain starts rationally constructing an opinion. Intuition is extremely powerful and frequently our initial gut reactions to an idea are correct – so use them. After all, a positive, emotional gut reaction to our comms is precisely what we want from our audience. The samurai believed that every decision, no matter how important, should be made within three breaths. What did you think of the idea after three breaths?
将军直觉测试
重视你听到这个创意的时候你当下的情感反应是什么。在你脑子转起来试图捋顺或组织这个创意之前，请先注意一下你肚子里的直觉。直觉有着强大的力量并且在大部分时候，第一反应很正确，所以，好好利用你的直觉。一个积极的，富有情感的第一反应对我们来说正是我们想要从观众那获取的东西。将军们相信他们的每一个决定，不论多重要的，都应该在喘三口气的时间内做决定。
No 2.
The Chinese meal test
Conversely, also pay attention to what sticks in your brain long after the meeting. Some ideas can be like a Chinese meal – filling at the time, but you’re hungry half an hour later.
Which ideas give you indigestion? Which ones won’t leave you alone? When you tell someone about the ideas, which ones do you remember most clearly? The reason why many people need to “sleep on it” after a presentation of ideas is that some distance helps you to discover which ideas refuse to be forgotten, and they are exactly the ones you want.
中国菜测试
相反的，同样注意一下会议结束后还一直停在你脑海中的东西。
有些创意就像中国菜一样，当时让你觉得很饱，但你过一会就又饿了。
哪些创意会让你消化不良？有哪些创意不总是挥之不去？当你要告诉别人什么事情的时候，哪些在你脑海中印象最清晰？这也是有些人必须在陈述完创意后睡一觉起来后才来能决定这个创意好坏的原因，时间会帮助你发现那些过目不忘的创意，那些正是你要的创意。
No 3.
The irritation test
Does the idea piss you off? Do you actively dislike it? Do you feel like there’s something wrong with it? Often it’s the ideas that at first make us really uncomfortable that are the true game changers. An idea that irritates, that rubs you up the wrong way, that seems like precisely the wrong way of answering the brief can be the most powerful and successful one you’ve got.
刺激测试
有没有哪些创意会激怒你？你是真的不喜欢吗？你是不是感觉他哪不对劲？通常来说，那些一开始让大家不舒服的创意才是真正改变游戏的。那个激怒你，从另一方面擦亮你的，那些看起来完全与brief背道而驰的创意，才是你那么多创意里最有力量最可能成功的。
No 4.
The fore head slap test
Truly great ideas can often be a “blinding glimpse of the obvious”. A simple truth, insight or observation delivered in an interesting way is always going to be more powerful than a complicated “clever” concept. Ideas like this invariably seem too obvious at first. But if everyone in the room is thinking “Surely someone must have done this before?” or “It’s been staring us in the face all along”, then you are onto something.
让你拍脑门的测试
真正好的创意通常是瞎子都能看到的。一个简单的真理，观点或者是通过一个有意思的表达来说明观察到的东西，比一个复杂的所谓聪明的概念要好。像这样的创意一开始总是被认为太显而易见，但是如果这屋里有人在想“以前肯定有人做过”，或者是“这创意似曾相识”，这也许是个好创意。
No 5.
The how are we going to cheat research to get this trough test
In an increasingly research-heavy industry, it can be tempting to make the top priority finding an idea that will “sail through research”. The problem is that if an idea is easy to research, then it is probably fitting an existing formula, and formulaic advertising is well… formulaic (remember that Seinfeld, Star Wars and the Beatles all bombed in research). If, however, your reaction to an idea is “How the hell are we going to test this?” then you may have your hands on something genuinely new and exciting.
在一个调查研究扮演越来越重要角色的行业，最优先找到创意的途径可能会是在调查研究的冲浪中找到创意。问题是一个创意能简单的靠调查研究得出，他也很可能适合一个已经存在的公式，大家都知道公式化的广告...但如果，无论如何你对于一个创意的反应是，我们竟然能他妈的测试这个？那么，也许你手上有一些巨新巨兴奋的东西。
No 6.
The Chuck, Shag or Marry test
Creatives are a promiscuous bunch and can be guilty of falling in love with ideas that, whilst fun for a single execution, are only ever going to be that. Brand managers on the other hand can often help by looking for the long term idea. Would you take the idea home to meet the parents or is it just a one-night-stand? The best ideas should be ones that you’d be happy for your brand to be married to for years and years, not just a fling – however seductive they might seem.
一时玩玩还是婚姻测试
创意人员是一群私生活混乱的人，会爱上一个创意，却仅仅是爱上了这个创意中的一个有趣的一个小点而自责，他们永远都是会这样。
从另一方面来说，有品牌经理可以经常在长远创意上提供帮助。你愿意把这个创意带回家见父母吗？还是只跟他一夜情？最好的创意应该是你愿意让他嫁给这个品牌并一年又一年幸福的生活着，他一定是很有吸引力的，但并不只是一时调情。
No 7.
The is it telling the truth or just not lying? test
Good ideas are honest and tell the truth in an unexpected and delightful way. The worst kind of marketing tells lies. In the middle, however, are all of the average ideas which, whilst not lying, often aren’t telling the truth either. Instead, they are just meaningless noise that will soon be forgotten. Remember that an ugly truth is often far more powerful than a beautiful lie. Is there an honest insight or truth at the heart of the idea? Is that truth being presented in a way that feels unexpected and surprising? If so, it could be great.
说的是真理还是仅仅是没撒谎测试
好的创意总是用一种意想不到的令人愉悦的方法真诚的说出真理的。
最差的市场营销是说谎；中等的都是一些一般的创意，不说谎，但通常也不说真相，这些通常都是没什么意义的也很容易被人们忘记的。请记住，就算一个很丑陋的真理也比一个很美的谎话更强大。你这个创意的核心是不是一个很真诚的观点或真理？这个真理被用一种出人意料的方式表达出来了吗？如果有，可能是个很好的创意。
No 8.
The Oh boy is Rover going to get it tonight test
Do you just like the idea or are you just envious of it? Are you intimidated by or jealous of the people that came up with it? Do you find yourself thinking “Bloody hell, I should be working for them”? Creatives talk about the “Kick the Dog” ideas – the ones that, when you hear about them, you go home and kick the dog in frustration that you didn’t come up with them. Does the idea make you think, “Man, I wish I’d come up with that”? If so, it’s probably pretty good.
你是真的喜欢这个创意还是只是嫉妒他？
你会感觉到威胁或者是嫉妒想到这个创意的人吗？你有没有发现你会想“去他妈的，我真应该想到这个的”？创意人员有时候会称之为“踢狗”创意，意思就是听到这个创意回家后会很生气的踢狗一脚，生气为什么不是自己想到那个创意，如果有这种情况，这个创意很可能很棒。
No 9.
The Delete of forward test
If you were sent the ad by a friend would you e-mail it to your other friends?
Or would you not want to be the guy that sends round the average forwards? And if you wouldn’t forward the idea on, why should anyone else? Remember that “viral” isn’t a noun, it’s an adjective, and any truly good idea should be powerful enough to be passed around by it’s audience. If it isn’t, then it isn’t that good an idea,
到你这里停止还是转发下去测试
如果这个创意是你朋友发给你的，你愿意转发给别人吗？
一般人不愿意去传播一个一般的东西，如果你不愿意把这个创意传播出去，别人也不会这么做。记住“病毒”不是一个名词，而是个动词，并且一个真正好的创意是应该有足够的力量吸引看到的人传播出去的。如果不会，那他不是一个够好的创意。
No 10.
The Camden market t-shirt test
Is it culture or is it just an ad? The best campaigns cross over from the world of marketing and become part of culture. Can you see the knock-off T-shirts that reference your campaign being sold at market stalls, the catchphrase being repeated in school yards or in the football stands, the conversations in bars, or the YouTube parodies? If not, then the ad is just an ad, and thus wallpaper.
小摊上的T恤衫测试
是一种文化还是仅仅是一个广告？
最成功的广告能在世界各地传播并且成为文化的一部分。你能看到卖的T恤上有引用你的广告的部分吗？你的标语有被不断的重复吗？可能是学校或者足球场上，酒吧聊天的谈话中或者youtube上？如果没有，这个广告就只是个广告，一张糊墙纸。
No 11.
The did it scare the straight man? test
If everyone in the room is comfortable with the idea, then it can’t be very good. If it doesn’t make the boss raise an eyebrow, doesn’t make your palms sweat at the prospect of presenting it on, or is too respectful of your product or brand, then it probably isn’t a good idea. The best ideas are scary, disrespectful and irreverent. They are honest about the relationship real consumers have with your brand, say something dangerous or provocative. This is what makes them famous and effective. If everyone’s comfortable, then the idea doesn’t have any edge.
如果房间里的每个人都觉得这个创意很舒服，这创意肯定不怎么样。
如果不能让老板眉头皱起来，不能让你在陈述的时候手心出汗，或者太是那个品牌或者产品期待的东西，不是好创意。最好的创意总是很吓人，出人意料的，天马行空的。敢于坦诚于你的产品（或品牌）和他的消费者的关系，可能是危险的或者是挑衅的。这样才会让这个品牌很有效快速的出名。如果对于这个创意，每个人都感觉舒服，那这个创意没什么意思。
No 12.
The Bill Hicks was wrong test
Will your wife and kids be proud of you for making the idea happen?
Will you be proud of yourself? Will you tell your friends that you’re responsible for the idea happening? If not, don’t buy it. The best ideas (marketing or not) enrich the world in some way. Does this? Bill Hicks once said that everyone who works in advertising or marketing should kill themselves as they are only making the world worse. 90% of advertising seems to prove him right. Does this idea prove him wrong?
比尔汉克斯错了测试
你老婆孩子会为你做了这个创意而骄傲吗？
你会为自己骄傲吗？你为向朋友炫耀你是这个创意的负责人吗？如果不会，扔掉把。最好的创意会把世界变得丰富。比尔汉克斯曾经说过每个做广告的或者做市场营销的人都应该去自杀，应为他们把世界变得更糟糕，90%的广告证明他说的是对的，你这个创意能证明他说的是错的吗？
THE FINAL TEST
WOULD IT MAKE MY MOTHER PROUD?
最终测试，这个创意会让我妈妈觉得骄傲吗？
文中插图来自插画家JESÚS DEVIA。
