广告解压全新体验肯德基的全家桶估计大家很熟悉了。但有没有想过将全家桶当成帽子，扣到自己脑袋上呢？
图片来自：Gifer最近肯德基用自家全家桶造型做了个高科技头盔，戴到头上可以监测大脑活动频率，甭管脑子想不想东西，都会被这个原本拿来装炸鸡的大桶洞悉。
玩的虽是穿戴式高科技，肯德基瞄准的却是始终困扰大众的问题——压力太大了。不想上学，不想上班，不想交租，不想还房贷，不想测核酸……肯德基全家桶头盔测的就是这个「不想」，越是「不想」就越是赢家。
装炸鸡的全家桶=解压神器？把全家桶扣到顾客脑袋上，是全球传播公司爱德曼（Edelman）给肯德基（香港）出的主意。可为什么这些顾客愿意戴上这个全家桶帽子呢？这其实是肯德基向市民发起的压力值挑战赛，名为「桶测脑电波」。赢得比赛便可吃上免费炸鸡，即便参与也能喝上免费饮料。
根据当地近期的一项研究，香港是世界上压力最大的城市之一，在整个东亚地区的员工压力指数中排名第一。可以测试压力值，还能吃上霸王餐，市民们跃跃欲试。
为了让顾客沉浸式参赛，肯德基在香港铜锣湾旗舰店内做了一个超大的全家桶空间，里面放了一张舒适的红色座椅。
在 10 月 22 日早上 11 点之后的 7 个小时内，参赛者会坐到全家桶里，戴上全家桶头盔，看 1 分钟炸鸡影片。
如果心情足够平静而轻松，就可以得到炸鸡券和饮品券作为奖励。
看着很高科技的全家桶头盔，其实科技含量最高的是藏在里面的头戴式设备，当这个设备的五个接触点都碰触到皮肤，iPad 上的应用程序即可检测出脑电波的变动数据，分析出对应的冷静指数。
冷静指数越高，压力值就越低。超过 30% 的冷静指数，才算得上是精神舒缓放松，但到达这个数值真的很难。
科技新闻网站 Engadget 的总编辑 Richard Lai 提前一天被邀请来做体验。穿着「心很累」T 恤，连早餐和午餐都没吃的 Richard 来到现场也一脸苦笑。
如果你平时来肯德基吃东西，看到旁边有人把鸡桶当帽子来戴，相信你会马上避开吧。不过今天肯德基就邀请我来做这样的事情。
——Richard Lai
可惜 Richard 最后的分值也仅有 10%，连一旁帮忙测试的 KFC 员工 Melissa 也才获得 16%，也才过了及格线的一半。
倒是上镜的这几位小姐姐、小女孩和宝妈，喜提炸鸡券。
肯德基用脑电波设备搞活动并不是第一次了。2017 年，肯德基（印度）为了推出新产品 Nashville 鸡翅，在商场里策划了有奖竞赛。
顾客戴上脑电波设备来测试注意力，当注意力达到 100，面前装有鸡翅的箱子会自动打开，并有机会获得飞往美国的机票，或者一年内免费吃鸡。
好玩的是，脑电波虽然能打开箱子，吃鸡最终还得用手。
当时大家觉得集中注意力是个大难题，但现在完全不一样了——无法放松反而成了生活的大难题，解压变成了大众共同的心声。
获得大奖的他们. 图片来自：NeuroSky
始终无法通关的他们. 图片来自：NeuroSky同样为高压群体提供解压体验的，还有最近将自己捐给地球的 Patagonia。
Patagonia 选择了 3 名极度高压人士，开展了「山地实验」——让参与者在巴西南部山区木屋度过一周。实验之后，他们的耐心系数、睡眠质量、情绪状态都获得明显的改善。
我们发起了一项运动，不仅证明了被群山环绕具有治疗作用，而且还希望人们意识到他们给自己施加了多大的压力。
——Patagonia（巴西）营销主管 Daniel Silber
这个过程最终被拍成了 1 分 41 秒的广告。广告开头的独白，又何尝不是在城市里努力的你我他？我们都精疲力尽。这个城市太多人了，大家都挤在一起生活。你只能去适应，最终你会变得比想象中的自己还要渺小。
用广告创造消除压力的体验肯德基都做了解压的广告营销，麦当劳怎么可能落后？麦当劳倒是用上了截然不同的法子——将广告做成了超解压 ASMR 动画，并获得了当年戛纳狮子国际创意节（Cannes Lions）的铜奖。
2019 年，麦当劳（法国）将原来仅为早餐的麦满分汉堡作为全天供应餐品推出，请来 TBWA 策划了舒服到甚至有催眠效果的动画，以强调麦满分的丝滑与柔软。
负责动画制作的 3D 动画师 Matthieu Braccini 将麦满分含有营养成分的元素——鸡蛋、培根、面包等放到了马卡龙色调的流水线上，蹦蹦跳跳地往前走。
反复循环的流畅动画，也让这场漫步好像永无止境。
创作过程. 图片来自：Behance紧绷的神经也在这些软绵绵且馋人的画面中，获得了极致的舒缓。
刚刚过去的 9 月，Google 为最新升级版 Material You 发布了动画，再次证明了 ASMR 画面真的是解压神器。不同于麦满分广告，Material You 的难度系数直线上升。因为麦满分是根据现实的产品重新创作的 Q 版食物，而系统组件原就有了非常具体的形状，就连组件的堆栈、颜色的过渡、材料的质感也有很多考究之处。
图片来自：Behance接下项目的是曾在微软设计团队任职 9 年的 Nando Costa，他与才华横溢的艺术家群体共同创作。首先是与德国工作室 Someform 的合作，Material You 的系统的组件变成了一个个化学物理中的原子，经历一场场实验碰撞的火花，最终被打磨出这个让人看着极致舒服的视觉系统。
纽约数字艺术家 Wes Cockx 与 Nando 合作完成了另一部短片，Wes 在材料的质感上花了更多的心思。
图标好像变成了糖果、橡皮、坐垫、盒子，在失重而空灵的环境中飘了起来——仿佛这一刻飘起来的不仅是屏幕里的它们，还有屏幕外的我们的思绪。
基于真实拍摄的解压广告，首推无印良品。无印良品在时值 40 周年的 2020 年，请来原研哉、上田义彦、深尾大树及坂本龙一几位大咖，从「舒适，缘何而来」这个问题出发创作出了《扫除》，包含了 504 页的摄影集以及 5 集各 1 分钟的广告短片。
图片来自：NDC这些短片拍摄于疫情在全球爆发之前，除了日本，创作团队还跑到中国、伊朗、土耳其以及西方国家去拍摄真实的扫除画面。
为什么平平常常的扫除，在无印良品的画面中却流露出来适度舒适的观感呢？落叶，不必打扫得太过干净；草木，也无需割除殆尽，不妨适度任其生长。宛如涌上沙滩的波浪退去后留下的洲渚，也许探寻人为与自然在相生相克中达成的「适度舒适」才是「扫除」的真谛。
第一集从传统日式房屋开始，一位日本女性拿着扫把在清扫地面。
第三集来到了天津，10 名清洁工悬挂在半空给高楼大厦做清洁。
最后一集的开头，镜头画面移到了山东，当地的清扫机器在马路上徐徐前行。
看着这样的扫除，仿佛脑子里杂乱无章的思路也经受了一回「适度舒适」的扫除。
相似的扫除概念也出现在了宝马的广告《ASMR Calm Wash》中，但这次不是打扫房间、院子和城市了，而是简简单单的洗车过程。
是时候放松一下，让所有的压力和挫折都过去了。
体验前所未有的洗车体验，同时清理您的思绪。运用你的感官：去听水滴在引擎盖上的声音，感受泡沫的轻柔触感，让海绵洗去你的挫败感。找到内心的平静，放松，放松，再放松。
躺平的广告，躺到了人们心里去声嘶力竭一一喊出产品卖点，那样的广告不再诱人了。反倒是不像广告的广告，卖货看着很佛系，但提供放松和解压观感的广告成为这个时代的诉求。
华硕笔记本广告. 图片来自：Instagram @linus_dahlgren_在全球疫情的爆发后，大众压力系数急速飙升，一同上涨的还有解压广告的投入。以冥想和睡眠应用 Calm 为例，2022 年 3 月至 8 月在广告上花费了大约 1560 万美元，对比前一年同期的 300 万美元，是超过 5 倍的上涨。
产品优势的讲解会不自然唤起大脑的思考——这些是不是真的？有没有天坑？规则复杂的促销活动更像是数字试卷或智力测试，一个不留神还可能花上比平日购买更多的钱。
鬼塚虎新款运动鞋广告. 图片来自：Instagram @lioncolony但是处于高压力下的我们真的只想躺平，看看不需动脑并且可以解压的视频。因此，越是躺平的广告，越是容易通过舒压体验，躺到了人们心里去。
最近在国外爆红的白熊视频. 图片来自：Instagram @mywildlive解压视频通常会创造一个异于日常的时空，让我们得以沉浸式舒压。巴宝莉 Burberry 去年发布的广告《开放空间》（Open Spaces）将我们的视线带到了田野上，四位年轻人突然失重飘到了半空中，跳跃、舞蹈与相拥。
图片来自：Stash Media他们飘过田野，穿过树林，越过湖面，甚至冲到了悬崖之外，自由地飞向了蓝天。
此外，解压视频还需要一个能排除所有杂念的纯粹想法，才能达到真正的放松。以「母亲」为名的全球广告公司 Mother，今年为宜家和「国外版版饿了么」优食（Uber Eat）策划的两个广告，主题都围绕着「解压」。今年 4 月为宜家设计的广告《让游戏放松你的心灵》，非常流畅地将宜家游戏类产品构造成连贯的游戏历程。
一颗飞过来的乒乒球打断了沉浸在高压工作的母亲的思路，乒乓球桌的出现带领他们一家穿越到另一个空间。
扫地机器人的出现打开了另一个更为童趣世界的大门，最后游戏地毯的出现将他们带回了现实世界。
回归现实后，母亲也盖上了她的电脑，与家人一起观看影片。
10 月刚刚完成的优食广告《拥抱做少一点的艺术》，标语被做成绿底黑字的鲜明视觉，同时喊出了我们心底的那句话——「忘掉待办清单吧」。
图片来自：Mother London三部广告都有同一个开头，打开 app 点餐，完成下单那一刻，身体仿佛被按下了放松的按钮，随着音乐摇摆起了身体。
在 Instagram 界面上的这几个衍生视频，更是做出了一本最潮《解压指南》。用沐浴泡泡给自己做一个美人鱼造型。
双手放松，用脚弹起了钢琴、跳起了舞蹈。
将青瓜顶到脑袋上，脚下踩着平衡车转起了圈圈。
看解压广告， 感觉像是给我们的大脑做了一回清爽的淋浴，一场舒服的按摩，一轮透彻的桑拿，放松下来之后的愉悦体验，也会自然而然与品牌或产品产生微妙的链接。
百事可乐广告《PopFizzAhh》产品早就不仅仅是产品本身了，还包含这份帮助我们解压、放松、开心的体验。你会为这份解压体验埋单吗？我想我会的。
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史上最强自拍神器正在诞生！秒杀一众摄影旗舰和 P 图软件，还一分钱不用
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