[記廣告]Leica 100

萊卡百年,美極了的廣告。色調、旁白、口吻,還有每一格滿溢的經典符號。

如同末句大概這麼說:「我們並未發明攝影;但我們重新創造了攝影/創造了經典照片。」(We Didn’t Invent Photography, But We Invented Photography.)

影像只是並非做作、搞風格。那是一張張左右局勢的作品—阿姆斯壯的月球漫步、硫磺島插旗、抗戰勝利的大兵與護士之吻、藍儂與洋子相擁的專輯封面、阿拉伯之春的緊擁、越戰之下街頭的哭泣赤裸孩子、自焚抗議的越南僧人等等。

在這個誰都有相機的時代,萊卡不跟手機比畫素,卻講著攝影的真義。在 IG 每天誕生百萬張自拍照的時代,創意團隊把博物館級的經典照片搬出來講歷史;在這個人人藉勢、文字沒了個性沒了主張的社群世界,文案還寫得古典。(就像已算古老的蘋果 Think Different 廣告)

確實是有點傻氣。但骨子裡也是相信,許多角落裡也有著傻氣的人們吧。

就像我在這個無奇的下午,內心哇哇叫(堪比剛剛地震搖那麼一下)。總是幸好有這樣的作品,像是在影片中埋著暗號說:「各地的夥伴別放棄啊!」提醒你不是只能扯嗓子叫賣;也可能站在實驗室裡偏執拆解一個物件,著迷於研究;或像這支廣告的團隊,站在歷史和未來的路口,給人們兩分鐘的大器回顧。

 

旁白:
One hundred years ago something changed dramatically in the course of photography. The first Leica was born. Of course, you could say “Hey! Some of these photos weren’t taken with a Leica at all” But I must gently disagree with you. Leica took the camera out of the studio and placed it into real life. Images à la sauvette, Snapshots. We were able to see and feel, to smell thousands of moments. It became an extension of the eye of the photographer. Joy, pain, Ordinary things. Fear, losers, winners and misery. War from inside. One image can terminate the others. Metastasis. The most iconic images in history, even the ones that weren’t taken with a Leica were taken because of the Leica. We didn’t invent photography, but we invented photography.

私人翻譯:
就在百年前,發生了一件事,徹底改變攝影史—第一個萊卡鏡頭誕生。當然,你大可說:「又不是每一張照片都出自萊卡。」;但我也將優雅的反駁。萊卡讓攝影離開了攝影棚,進入日常生活,像是街拍、速寫。於是我們能夠去見證、感受,甚至品味每個瞬息。攝影變得像是攝影師目光的延伸。歡愉、痛苦、日常事物。恐懼、輸家、贏家與不幸、內戰。一個影像可以終結或者扭轉一個事件。那些跨時代的經典照片,即使不全是來自於萊卡,也都始於萊卡。我們並未發明攝影;但我們重新賦予攝影意義。

 

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