文/Aoi @顶尖文案TOPYS
2010南非世界杯官方合作伙伴——现代汽车的广告，相信有人会欣赏美术，有人会赞美文案。没有太多汽车技术的革新描述，只陈述精神。关于忠诚、挑战、和追求完美。
Think about it.
It didn't begin with a massive contract, a private jet, luxury homes, high-priced PR consultants, legions of fans, supermodel girlfriends, on-call medical staffs, red carpets, endorsements and stretch limos. It merely began with a push. And intention refined. And re-defined. A desire to find new ways. And a passion to the best.
仔细想想。
大合同，私人飞机，豪宅，高价的公关，粉丝的信仰，超模女朋友，随时待命的医护人员，红毯，担保，豪车。不好意思，故事的开头和这些通通没有关系。故事始于一个推动（呼应画面）。一种做到更好的愿望，接着再做到最好。一种永远探索新路径的欲望。一种力求完美的激情。
Think about it.
How do you earn true loyalty? It's not just a matter of where you're born or what language you speak. It's simple, really. Just give people more than what they ask for, and nothing less than what you demand from yourself. To earn true loyalty, you first have to show it.
仔细想想。
你怎样赢得真正的忠诚？那跟你的国籍、母语都没有关系。很简单，真的。只要你给予超过人们期待的东西，并不低于自己的期待。要赢得忠诚，首先要拿出自己的忠诚。
Think about it.
There is no perfect ball. No perfect foot. No perfect shoe. No perfect coaching. No perfect training. No perfect field. No perfect climate. And, often, no perfect day. There is only the idea of perfect. The vision to imagine it. And the desire to achieve it. At Hyundai, we salute the players and teams that made it to this year's World Cup. And those on their way to the next.
仔细想想。
世上没有完美的足球，完美的脚，完美的鞋，完美的教练，完美的训练，完美的场地，完美的天气。而且，往往也没有完美的日子。完美只是一个概念。只存在于想象，和达到完美的欲望里。在现代汽车，我们向完美呈现这届世界杯的球员和队伍致敬，那些永远在接近完美的人。
Think about it.
Mention "the shot heard 'round the World" to any American sports fan and they'll probably tell you about a heroic home run hit by Bobby Thomson in 1951. But ask anyone outside America, and they'll tell you it was the victory over England by an American team made up of mail carriers, a dishwasher, a meat packer, a funeral director and other weekend league players who found themselves taking on the reigning kings of soccer in the 1950 World Cup. The odds against them were 500-1. While others questioned their chances, the U.S. team answered with the most stunning upset in the history of the World Cup. They saw the challenge not as an obstacle, but the opportunity to get better. Because, in the end, that's how you get to be the best.
仔细想想。
提到“the shot heard 'round the World”，许多美国体育迷会跟你讲起1951年Bobby Thomson那记英雄式的本垒打。但若问起美国以外地方的人，他们会告诉你这是关于1950年美国打败英国队称霸世界杯的故事，而这支队伍由由邮差、洗碗工、肉厂主、葬礼主持和其他周末联盟队员组成。当别人质疑他们不过是走运，美国队用历史上最惊人的记录回答了他们。他们不将挑战视为障碍，而是变得更好的机会。只因最终，是挑战让你助你抵达完美。
Advertising Agency: Innocean, USA
