《那些讓文案*望的文案》的精彩在於兩個方面：
1. 80篇甲殼蟲經典廣告原圖、原文。 一個文案可以拯救一個產品，甚至一個公司。甲殼蟲那則"Think small"的廣告太**了，以至於很多人都以為當年的DDB（恆美廣告）隻創作這一張廣告就把美國市場搞定了。其實這一繫列廣告做了很多年，有很多張。 如果你是個文案，你就應該知道這些文案的價值；如果你是做市場的，你就應該知道這個經典的案例。
2.“陪無聊的人喫飯，不如聽有趣的人扯淡。”——互聯網+遇到新廣告法，文案應該如何創作？ 戛納廣告節銅獅獎獲得者，廣告文案大咖小馬宋，在這裡與你分享：
·與廣告及文案創作相關的《小馬宋文案扯淡錄》8篇；
·《一個廣告文案的自白》繫列文案及創作時的想法和思路7篇。

什麼文案60年前就在使用互聯網思維？ 什麼文案讓一輛小車在崇尚大車的國度暢銷不衰 ？ 什麼文案讓做文案的人產生"既生瑜何生亮"的絕 望？ 沒錯，它是甲殼蟲。 遠在上世紀五六十年代，這些文案讓這輛不起眼 的小車暢銷不衰。 它的文案風趣而又言之鑿鑿，它的文案機智而又 無可辯駁。 它充滿自黑精神，善於借勢時事熱點，懂得乖巧 賣萌，也是天生的段子手。 為了讓國內讀者一睹這一繫列經典文案，著者小 馬宋將其中80篇長文案翻譯整理，這就是《那些讓文 案絕望的文案》，內容包括： 1.甲殼蟲經典廣告及文案（廣告原圖、文案英文 原文及翻譯）共80篇； 2.《小馬宋文案扯淡錄》共8篇與廣告及文案創 作相關的文章； 3.《一個廣告文案的自白》共7篇，包括完整的7 個繫列文案及創作時的想法和思路。

《一個廣告文案的自白》繫列
如果你想做個文案……
“**大氣”與豬飼料
文案也是個技術活
若夢想照進現實……
文案是什麼？
文案是聊出來的
“大便體”與“牛×體”
小馬宋文案扯淡錄
世界上的好文案都是相通的——關於文案的細節性陳述
危機公關應該做的事
抓不住根本法則，學再多玩法也是白費
從鍋爐工到創意總監
醫者不自醫——為什麼廣告公司不會為自己做廣告？
聽了那麼多道理，依然做不好營銷？
名字取得好，公司上市早
怎麼識別不靠譜的社會化營銷公司？
從甲殼蟲說開去……
Do you think the Volkswagen is homely?
你覺得VW不夠好看？
A Volkswagen can go forward
一輛VW
After a few years, it starts to look beautiful.
再過幾年，它就開始好看了
Ugly is only skin-deep.
車不可貌相
Made in U.S.A.
美國制造
Do you earn too much to afford one?
某些人收入太高，而VW格調過低？
Live below your means.
量入為出
Introducing two of the most radical changes in Volkswagen history. Can you spot them?
VW歷**兩大重要改進, 你注意到了嗎？
Why is our nose so stubby?
為什麼VW的車鼻是禿的？
One of the nice things about owning it is selling it.
擁有它的樂趣之一，就是可以日後賣掉
Has the Volkswagen fad died out?
VW流行風潮過去了嗎？
Who in the world seals the bottom? Volkswagen.
世上誰會把車盤底密封？VW
Why are the wheels crooked?
為何輪子有點歪？
Will we ever kill the bug?
我們會干掉這隻甲殼蟲嗎？
Even the bottom of a Volkswagen looks funny.
即便車底看來也有點意思
Some of the most unusual things about a Volkswagen are things you don't usually see.
VW不凡之處，通常不易窺見
The inside is finished like the outside.
表裡如一
Can you name this car?
你猜到這部車的名字了嗎？
Need a part?
需要汽車配件了？
It's a little too much car for the money.
這車太超值了
Repair'em? I've got enough parts to build'em!
修什麼？有這些配件，我**可以重裝一輛！
A Volkswagen, obviously.
是輛VW，毫無疑問
The experimental X- Volkswagen.
VWX-型車，在試驗中
The best kept secret in Washington, D.C.
華盛頓特區的驚人內幕
Presenting the mpg Volkswagen.
每加侖跑英裡的VW
What if you only need part of a Volkswagen?
要是你隻想要一個VW零部件？
No point showing the ' Volkswagen. It still looks the same.
年的VW也沒啥亮點，看起來都一樣
The only water a Volkswagen needs is the water you wash it with.
VW會用到水，但僅僅用來洗車
Last one to conk out is a Volkswagen.
扛到*後的，一定是VW
"A funny thing happened when I decided to expose that phony floating Volkswagen
commercial."
"我正想要曝光VW車能浮在水中的虛假廣告，有趣的事卻發生了。"
If Ted Kenney drove a Volkswagen, he'd be President today.
泰德·肯尼迪當年要是開輛VW，現在的總統就是他了
Volkswagen's unique construction keeps dampness out.
VW獨特的設計橫掃濕氣
Save water.
節約用水
The first car at the bottom of the world.
**部出現在世界盡頭的車
Every new one comes slightly used.
每一部新車都會被開過一段距離
Sooner or later, your wife will drive home one of the best reasons for owning a Volkswagen.
你的夫人遲早都會自己開車回家
You don't have to replace half the car.
你沒必要*換大半部車
Why so many Volkswagens live to be ,.
為何眾多VW車能跑到萬裡程？
All good things must come to an end.
再美好的事物終有結束的**
Every now and then a VW runs into a little trouble at the factory.
VW不時會在工廠遇到點麻煩
Impossible.
不可能
Lemon.
酸檸檬
After years, the car that cost the least cost the most.
當初售價*低的車，三年後卻售價*高
A new VW is cheaper at twice the price.
新的VW比這個價貴一倍，但還是劃算
It's been replaced.
這部甲殼蟲已被**替換
That's how many times we inspect a Volkswagen.
這就是我們檢驗VW的次數
How to make a ' look like a '.
如何讓年的車看起來像年的？
Think small
眼界不用那麼高
It makes your house look bigger.
它讓你的房子顯得大了
It does all the work, but on Saturday night which one goes to the party?
它什麼都做，但是**晚上赴宴的是誰？
Pick the right day to test drive a VW and you'll have the road to yourself.
在合適的日子開上VW，你可以成為馬路**
We finally came up with a beautiful picture of a Volkswagen.
這場景對VW來說，真是美妙
They said it couldn't be done.
It couldn't.
他們說辦不到，就是辦不到
years later, he got the bug.
三十三年後，他擁有了甲殼蟲
After Volkswagens, Father Bittman still believes.
開過三十部VW,畢門神父*堅定了他的信念
"It was the only thing to do after the mule died."
"騾子死了，隻能如此。"
With wives, even a king has to cut a few corners.
即使是國王，養個老婆也不易
Which man would you vote for?
你投哪一位？
Our car the movie star.
**駕到
Don't laugh.
不要笑
One hour later, it won't get hungry again.
它不會在一小時之後又叫肚子餓
Think it over, New York, Chicago, San Francisco.
想一想紐約、芝加哥和舊金山的交通現狀吧
There's a bit of the beast in every bug.
每部甲殼蟲都有點獸性
It's a bird. It's a plane. It's a Volkswagen?
小鳥，飛機，甲殼蟲？
The $, Volkswagen.
價值,美元的VW
How much longer can we hand you this line?
這條曲線還能傳承多久？
Is the economy trying to tell you something?
算賬
V-V-Volkswagen announces air conditioning.
V-V-VW推出車內空調
Our image.
我們的形像
Some shapes are hard to improve on.
有些外形很難再改進了
Can you still get prime quality for $. a pound?
.美元磅的上等貨，現在還有嗎？
How does a little bug survive in the automotive jungle?
一部甲殼蟲的汽車叢林生存法則
If gas pains persist, try Volkswagen.
如果油價高燒不退，可以試試VW
It's ugly, but it gets you there.
它很丑，但它能帶你到想去的地方

Think small 18 New York University students have gotten into a sun-roof VW; a tight fit. The Volkswagen is sensibly sized for a family. Mother, Father, and three growing kids suit it nicely. In economy runs, the VW averages close to 50 miles per gallon. You won't do near that; after all, professional drivers have canny trade secrets. (Want to know some? Write VW, Box #65, Englewood, N. J.) Use regular gas and forget about oil between changes. The VW is 4 feet shorter than a conventional car (yet has as much leg room up front). While other cars are doomed to roam the crowded streets, you park in tiny places. VW spare parts are inexpensive. A new front fender (at an authorized VW dealer) is $21.75.* A cylinder head, $19.95.* The nice thing is, they're seldom needed. A new Volkswagen sedan is $1,565.* Other than a radio and side view mirror, that includes everything you'll really need. In 1959 about 120,000 Americans thought small and bought VWs. Think about it. 眼界不用那麼高 （車有點小） 曾經有18個紐約大學的學生一起擠進了一部拆掉 車頂的VW，這樣確實很擠。因為VW的合理空間是為一 個家庭而設計的。媽媽爸爸加三個小孩子正好合適。
（用油少） 在節油車比賽中，VW平均每加侖可跑將近五十英 裡。當然你不可能達到這樣的紀錄，畢竟職業駕駛員 都有些精明的職業秘密。（想知道一些嗎？寫信給VW ：新澤西州，安格武德郡65號信箱）你隻要使用普通 汽油就好了，而在*換機油之前根本不必理會它。
（很短小） VW比傳統車子短四英尺（前座卻有足夠的容腳空 間）。當別的車子還在擁擠的街道上找車位時，你已 經找到一塊小地方停車了。
（費用低） VW的零件不貴。前葉子板（在合格的VW代理車行 ）21.75美元，汽缸頭19.95美元。*加美妙的是，其 實你很少需要它們。
一部全新VW轎車1565美元，除了收音機和側視鏡 ，這車子有你所需要的一切。
1959年大約有12萬美國人因為眼界不高而買了VW 。
你們感受一下。
It makes your house look bigger. Cars are getting to be bigger, so houses are getting to look smaller. But one little Volkswagen can put everything back in its proper perspective. A VW parked in front does big things for your house. And your garage. To say nothing of small parking spots and narrow roads. On the other hand, a VW does make some things smaller. Gas bills, for instance. (At 32mpg, they'll probably be half what you pay now.) You'll probably never add oil between changes. You'll certainly never need antifreeze. Tires go 40,000 miles. And even insurance costs less. One thing you'd think might be smaller in a Volkswagen is the inside. But there's as much legroom in front of a VW as there is in the biggest cars. When you think about it, you really have only two choices: You can buy a bigger house for who- knows-how-much. Or a Volkswagen for $1,675.* 它讓你的房子顯得大了 現在車子變得越來越大，房子就會越看越小。
但一部小身材的VW就可以讓一切恢復原樣。
停在門前的VW對你的房子大有好處，對車庫也一 樣。至於小小的停車位和窄窄的道路就*別提有多好 了。
另一方面，VW卻讓一些東西變小了。
比如汽油賬單上的數字。（每加侖可以跑32英裡 ，這可能隻是你目前賬單的一半。） 你根本不必在*換機油濾芯前加任何機油。你* 不需要防凍劑。一組輪胎可跑4萬英裡。連保險費都 低一點。
你或許會認為VW的某樣東西比較小：車內空間。
但VW前座的容腳空間和*大的轎車相同。
想想看，你也許隻有兩種選擇： 花一大筆錢買棟*大的房子。
或者花1675美元買一部VW。
P167-169