Disney Partners with Translation in New Ad Campaign

迪斯尼与翻译公司开展新广告活动

2020-09-01 18:30 multilingual

本文共423个字,阅读需5分钟

阅读模式 切换至中文

Earlier this year, Disney Advertising Sales and Translation LLC began negotiations on a partnership to develop advertisements with greater, more organic multicultural reach. Due to the onset of the pandemic, however, delays had prevented the two from finalizing the collaboration until just last week. Operating for over 15 years, Translation has made its mark on several industries, working with cultural stars like Jay-Z, Lebron James, James Dolan, Will Smith, and Jada Pinkett-Smith to create ad campaigns for the New York Knicks, Brooklyn Nets, State Farm, Nike, and UnitedMasters. Translation even recruited music artist Pusha T to compose the iconic McDonald’s “Ba da ba ba ba, I’m lovin’ it,” jingle. “As an African-American leader of a mainstream agency for the last 15 years, this was a watershed moment for me, as I’ve been fighting the headwinds of trying to get a seat at the table, to make work for major companies and not be segmented to just the African American audience,” says Translation CEO Steve Stoute. “Now, they’re leaning in, understanding that ethnic insights are the insights of popular culture. Diversity is a way to connect to youth.” Disney Advertising Sales brands include ESPN, ABC, FreeForm, FX, National Geographic Channel, Disney Channel and the owned-and-operated ABC local TV stations. Translation’s ongoing commitment to multicultural representation paired with a creative behemoth like Disney signals a momentous shift in the movement toward greater inclusivity in popular culture. “Ultimately, we were in a place where we knew creative storytelling mattered, but we also wanted to be able to scale it across audiences, and scale the expertise with people who had experience with brands on how to make culturally relevant creative stand out in the media business,” says President of Disney Advertising Sales Rita Ferro. “Disney has scale and brands that matter. We wanted to take that as a foundational platform, and use the best brand partnerships—like we did with Steve and Translation on State Farm, and what we did with CreativeWorks with Ford—to create moments that stand out and drive brands’ business.” One of the first collaborations between Disney and Translation actually came earlier this year during the well-renowned Michael Jordan and Chicago Bulls documentary The Last Dance. Airing on Disney-owned ESPN, the State Farm deep fake ad doctors a news anchor’s 1998 report on the Bulls to include popular 2020 slang terms. Although the advertisement was a hit, it also opened a discussion about the ethics of AI, especially in regards to deep fake technology.
今年早些时候,迪斯尼广告销售和LLC翻译有限责任公司(Disney Address Sales and Translation LLC)开始就合作开发具有更大,更有机的多元文化影响的广告进行谈判。然而,由于大流行病的开始,拖延使得两家直到上周才最终完成合作。 翻译公司运营超15年,已经在多个行业崭露头角,已与Jay-Z,勒布朗·詹姆斯,詹姆斯·多兰,威尔·史密斯和贾达·平克特-史密斯等文化明星合作,为纽约尼克斯,布鲁克林篮网队,州立农场,耐克和UnitedMasters创建广告活动。翻译公司甚至招募了音乐艺术家普莎T为麦当劳的标志性歌曲“巴达巴巴巴,我爱它”创作了顺口溜。 翻译公司首席执行官史蒂夫•斯托特说:“作为一个主流机构的非洲裔领导人,过去15年来,对我来说是一个分水岭,因为我一直在努力争取在谈判桌上的一席之地,努力为大公司工作,而不是仅仅局限于非洲裔美国观众。”“现在,他们正在向别人靠拢,明白种族洞察力就是流行文化的洞察力。多样性是与年轻人联系的一种方式,“ 迪斯尼广告销售品牌包括ESPN,ABC,FreeForm,FX,国家地理频道,迪斯尼频道以及拥有和运营的ABC地方电视台。翻译一直致力于多元文化的表达,再加上像迪斯尼这样的创意巨兽,标志着大众文化走向更大包容性的重大转变。 迪斯尼广告销售总裁丽塔·费罗说:“最终,我们知道创造性的讲故事很重要,但我们也希望能够在观众中推广它,并与那些拥有品牌经验的人一起推广专业知识,使文化相关的创意在媒体业务中脱颖而出。”“迪斯尼的规模和品牌很重要。我们希望以此为基础平台,利用最好的品牌合作伙伴关系--就像我们与Steve和State Farm的Translation合作,以及我们与CreativeWorks和福特的合作--创造出引人注目的时刻,推动品牌的业务发展。“ 今年早些时候,迪斯尼和翻译公司的第一次合作发生在迈克尔乔丹和芝加哥公牛队合拍的纪录片《最后的舞蹈》中。在迪斯尼旗下的ESPN节目中,国营农场深度伪造广告医生1998年报道公牛队的新闻,其中包括2020年流行的俚语。虽然这则广告很受欢迎,但它也引发了一场关于人工智能伦理的讨论,尤其是关于深度山寨技术的讨论。

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

阅读原文