「小黑书」访谈：一位汽车广告ECD的创意之路 @广告门

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「小黑书」访谈：一位汽车广告ECD的创意之路

作者：源泉

2023-05-12 14:10 浏览 · 13532

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文章来源：公众号《麦肯光明》

最近，亚洲知名广告营销行业媒体Little Black Book（小黑书） 和麦肯中国雪佛兰团队的执行创意总监叶耀鸿（Yaho Yeh）做了一场快问快答。

小黑书的「5 Minutes With」是一个专门围绕创意人做的访谈栏目，了解他们的成长之路，兴趣所在，行业视角……汇聚了各种有趣的答案，给人以启发。在中国汽车行业发展在全球都举足轻重的今天，Yaho作为雪佛兰团队的ECD，也同时分享了一些他对这个行业的观察。

以下是原文，作者Laura Swinton。

- 引言 -

来自麦肯上海雪佛兰团队的执行创意总监聊到了中国的电动汽车革命，上海充满活力的文化，以及一部日本电视节目如何激励他进入广告行业。

The ECD from McCann Shanghai’s Chevrolet Team talks China’s EV revolution, keeping on top of Shanghai’s dynamic culture and how a Japanese TV show inspired him to get into advertising

对于Yaho 来说，创意是一件随时会发生的事情。小时候，因为父亲的不赞同，他会在父亲面前隐藏他的天赋，偷偷参加绘画比赛。幸运的是，他很快就找到了一个将创意天赋转换为职业的方式—— 一部以广告公司为背景的日本电视剧迷住了他。

Creativity was always on the cards for Yaho Yeh. As a young child, he would secretly take part in painting competitions. hiding his flair from his disapproving father. But, as luck would have it, he soon came across a way to turn his creative talents into a real career - a Japanese TV series set in an ad agency hooked him in.

如今，他作为麦肯上海的一员，负责雪佛兰中国的创意业务。他参与了一系列将这个汽车巨头带到社交媒体最前沿的创新活动，譬如说一支讲述雪佛兰黑标的文艺科幻大片，和Discovery探索频道及德爷(Ed Stafford)合作，为中国消费者带来了一场有趣的雪佛兰冒险……以及一系列有别于传统严肃汽车广告的幽默作品。

These days, he drives creative for Chevrolet in China as part of the McCann Shanghai team. He’s been involved in bringing the automotive giant to the forefront of social media as well as a host of inventive campaigns. There’s the artsy sci-fi blockbuster that celebrated Chevrolet’s iconic black ‘bowtie’ emblem, working with Discovery and Ed Stafford to bring a cheeky Chevrolet adventure to Chinese consumers, and ads that brought a sense of humour to the normally straight-faced and serious auto sector.

LBB的Laura Swinton采访了Yaho，探寻了他的广告行业经历，以及正在影响中国广告业的文化和技术趋势。

LBB’s Laura Swinton caught up with Yaho Yeh to find out about his journey in adland and cultural and technological trends shaking up China’s advertising industry.

- 正文 -

LBB

回想一下，「创意」在你的童年时代扮演了什么样的角色？

Looking back, what role did creativity play in your childhood?

虽然我是copy base的创意，但我小时候稍有点绘画天份，经常代表学校参加各种美术绘画比赛。小时候父亲并不支持我往美术方向发展，所以我常常是自己一个人偷偷地去参加，当时美术比赛总是画风景、建筑物，反而让我后来对建筑产生兴趣，甚至我曾一度想往建筑去发展。

I am a copy-based creative director. But when I was young, I had a little bit of talent for painting, and I often represented my school in various art painting competitions. My father was not happy to see me put effort in art or painting, so I often went to participate secretly by myself. The theme was always architecture, which even led me to think about having an architecture career.

LBB