Every passing year, Christmas ads are here to add some sparkle to our holiday season and spread some consumer impulse. And even if they can be kitschy and predictable, they always exceed in making us laugh, get the goosebumps, and maybe shed a tear.
每过一年，圣诞广告都会如约而至，为我们的假日季节增添一些亮点，勾起人们的消费冲动。即使它们有时候有点俗气，剧情也很容易猜到，但它们总能让我们开怀大笑，起鸡皮疙瘩，赚足人们的眼泪。
This year in storytelling, we see the focus shifting from the pandemic hurdles towards a more normal world. The good old hopeful messages are told with restored gratitude for what it is that matters in life—the company of those we love, a new friendship, or quite simply, food.
今年在剧情方面，我们看到大家的重点开始从疫情转向一个更正常的世界。那些美好的希望，带着对生命中最重要的东西的感恩，讲述了的我们与所爱之人的陪伴，一段新的友谊，亦或是对美食直截了当的热爱。
As always, when it comes to Christmas ads, SHP+ keeps a list of who’s naughty, who’s nice and who directed those ads. So, let our holiday ad listicle begin!
和往年一样，今年SHP+也为大家准备了一份佳作名单。那么就请欣赏这些气氛满满的节日广告大片吧！今天和大家分享以”不一样的友情”为主题的广告影片。
Not surprisingly, John Lewis made it to the list again, and this time with a new friendship that transcends the limits of this planet. When a boy meets a young extraterrestrial girl in the woods near his home, he introduces the magic of the Christmas season to her. And with her first Christmas comes their first love.
今年，John Lewis也是稳稳地名列前茅，而这一次，为我们讲述了来自天外的友谊。一个男孩在他家附近的树林里遇到一个年轻的外星女孩，他将圣诞节的魔力传递给了她。这是她的第一个圣诞节，而他们的初恋也随之而来。
As usual, the soundtrack is a central element, a mellow remake of the 1984 hit Together in Electric Dreams. This year, the choice of the song sparked some controversy too because of accusations of plagiarism that were thoroughly denied. Guilty or not, the spot is magical.
和往年一样，John Lewis广告的配乐是电影的核心元素，今年的音乐是1984年的热门电影《一起做电子梦》(Together in Electric Dreams)的柔和再制版。但这首歌的选择也引发了一些争议，因为涉嫌剽窃被彻底否认。不过，不管有罪与否，这部影片都很神奇，值得一看。
Don’t want to say goodbye to your snowman? Keep it in the freezer. That may be easier said than done. In this Apple ad, when a little girl tries to save her snowman from her slaughterous older brother and from melting, she keeps it in the family freezer all year round.
不想跟你的雪人说再见? 那就把它放在冰箱里吧。但这说起来容易做起来难。在这则苹果公司的广告中，一个小女孩为了不让自己的雪人被残忍的哥哥融化，她把它放在家里的冰箱里渡过了一年。
Still, she has to stay alert to threats of daily life such as, for instance, her dad leaving the freezer door open in the middle of the night. Directed by father-son duo Ivan Reitman (Ghostbusters, Kindergarten Cop) and Jason Reitman (Juno, Young Adult), the ad was entirely shot with iPhone 13, in an actual house, but with fake snow outside.
然而，她必须对日常生活中的威胁保持警惕，例如，爸爸会在在半夜把冰箱门打开。这则广告由父子二人组Ivan Reitman(《捉鬼敢杀队》，《幼儿园警察》)和Jason Reitman(《朱诺》，《青壮年》)执导，完全用iPhone 13。
But the prize of the most unusual bond goes to Amazon Prime. Their Christmas spot features the friendship between a grumpy zoo janitor and a hyaena. Interestingly, he sneaks the hyena out of the zoo, and they keep each other company throughout the holiday—much for the despair of everyone around.
今年，亚马逊为大家带来了最特别的羁绊。他们的圣诞广告描绘了脾气暴躁的动物园管理员和鬣狗之间的友谊。有趣的是，他还偷偷把鬣狗带出了动物园，他们在整个假期都相互陪伴，但这让周围的每个人都感到绝望。
It seems they’re made for each other. But, when he grabs that last bit of popcorn from the bowl while they watch an Amazon flick, will the hyena keep the smile on her face or resource back to her predatorial instincts?
看来他们是天生一对。但是，在看亚马逊看电影时，当他从碗里拿起最后一课爆米花时，鬣狗会保持脸上的笑容还是恢复捕食本能呢？
Sometimes we don’t pay proper attention to those who live near us. This year, Coca-Cola‘s film tells the story of a boy that goes to great lengths to make the lonely old lady next door feel welcomed. Inspired by a cartoon he watched, he moves his entire community to build an improvised chimney in his building. The goal is to drop a touching gift to his neighbor.
有时候，我们会忽略邻里关系。今年，可口可乐公司的影片讲述了一个男孩竭尽全力让隔壁孤独的老奶奶感到温暖的故事。受一部动画片的启发，他让整个社区的人在他的楼里建了一个临时烟囱。为的是给邻居奶奶送一份感人的礼物。
Mary Poppins’ Chim Chimney playing as a soundtrack is a lovely touch that brings us all back to our childhoods, and this cinematic spot reminds us that happiness is better when shared and that sometimes we can make magic happen for real.
采用《欢乐满人间》的歌曲《烟囱》作为原声音乐是一个可爱的触点，它把人们带回了童年，这部影提醒我们，分享会让幸福加倍，有时努力就能创造奇迹。
In this clever animation, Austrian Banking group Erste gives us a lecture on caring for the future by reminding us to be sustainable with everyday actions like saving wastewater, recycling, refusing plastic bags, and riding our bikes instead of taking the car. They do this with the figure of a seemingly irresponsible father that keeps getting cross-eyed looks from his young daughter. But, in the end, a delightful twist shows us what’s really going on in his mind.
在这部讨喜的动画中，奥地利银行集团Erste给我们做了一场关于关爱未来的讲座，提醒我们可持续发展的重要性，以及日常我们可以做些什么，比如节约废水、回收利用、拒绝使用塑料袋、骑自行车代替开车。他们塑造了一个看似不负责任的父亲形象，他年轻的女儿总是给他眼色。但在最后，一个愉快的转折向观众揭秘了他到底在想什么。
Cartier‘s is the only celebrity-heavy commercial of the bunch this year, uniting names like Willow Smith, Troye Sivan, Jackson Wang, Lily Collins, Maisie Williams, and Monica Bellucci—all admittedly fans of the brand. Shot in studios in Paris, LA, and Shanghai simultaneously, the scenarios are minimal and elegant, paying homage to Cartier’s iconic red jewelry box in playful and theatrical fashion. The powerful message comes with the soundtrack: Love Is All by Roger Glover.
卡地亚的广告是今年唯一一个名人代言的广告，参演的明星包括Willow Smith、Troye Sivan、Jackson Wang、Lily Collins、Maisie Williams和Monica Bellucci，他们都是该品牌的忠实粉丝。影片同时在巴黎、洛杉矶和上海的工作室拍摄，场景简约而优雅，以俏皮又戏剧化的风格，向卡地亚标志性的红色首饰盒致敬。歌曲《爱是一切》(Roger Glover著)传达了满满的正能量。
Yeah, family gatherings are important, and Christmas chorals are heartwarming and all, but are they really the best part of the holiday? Supermarket chain Waitrose brings in Scottish actress Ashley Jensen as a blatantly honest aunt and she tells us what it really is all about for her: the turkey, pies, pudding, and stuffing… Oh, the glorious stuffing! After all, Christmas is not Christmas without good food.
是的，家庭聚会很重要，圣诞赞歌也很温馨，但它们真的是节日里最好的部分吗? Waitrose超市连锁店请来苏格兰女演员Ashley Jensen饰演一位接地气的实在阿姨，她告诉我们圣诞真正的亮点是: 火鸡、派、布丁和馅料……哦，那美味的火鸡馅料! 毕竟，没有美食的圣诞节哪里算是圣诞节。
All this attention Santa gets during the holiday season doesn’t sit well with everyone. This year, Taco Bell shines a light on the small and incredibly neglected segment of society formed by those who were born during the Christmas holidays.
圣诞老人在节日期间受到的各种关注并不是每个人都喜闻乐见的。今年，Taco Bell让观众看到了那些圣诞节期间出生的人们的小小怨念，他们也是一小部分被忽视的社会群体。
They reveal what a traumatic experience it is to be forgotten by their families and loved ones year after year. But this year, they take revenge. Spoiler alert: someone actually punches Santa. It’s not all about him, anyway, and this crowd definitely doesn’t wanna taco ’bout Christmas.
对他们来说年复一年被家人和爱人遗忘是多么痛苦的经历。但今年，他们采取了行动。剧透警告:有人真的打了圣诞老人一拳。不管怎么说，他的确有点碍眼，啊还有这群人绝对不想在圣诞节吃塔可玉米卷。
China’s e-commerce giant Taobao joins the Christmas creativity wave with this cringe-worthy but amusing spot. When Santa receives a handwritten wish in Chinese, he needs to leave his home in Finland and travel to China to fulfill a boy’s dream.
今年，中国电商巨头淘宝加入了圣诞创意的浪潮，推出了这个尴尬但有趣的影片。当圣诞老人收到一个用中文手写的许愿信时，他决定离开他在芬兰的家，去中国实现一个男孩的梦想。
But when he lands, he faces all sorts of misfortunes in the rural provinces, including having his reindeer apprehended, getting mistaken by a cosplay enthusiast, and, since it’s 2021, having to deal with travel restrictions and mandatory quarantine. But Taobao, as usual in Chinese lands, is there to save the day.
但当他抵达后，却在乡下遭遇了各种不幸，不仅驯鹿被逮捕，还被一个cosplay爱好者误会，而且因为是2021年，他不得不面对旅行限制和强制隔离。但神通广大淘宝像往常一样，实力救场。
If you weren’t born in December, don’t forget to leave out milk and cookies for Santa and have the best holiday ever, wherever you are.
最后，如果你的生日不在12月，还是要记得给圣诞老人留一份牛奶和曲奇哦，祝你节日快乐！不论你现在身处何处。
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