神文案。目前看到最神的，没有之一。清华大学的。

很赞同“参加红军可以分到土地”那条文案。那是个很好的例子。
只是不认同什么称呼亲切、落款严肃之类的上榜理由。
评判广告、广告文案时，我都会想起大卫奥格威说的一句话，我觉得那才是判断一则广告/文案是否伟大的金科玉律——
When Aeschines spoke,they said,"How well he speaks." But when Demosthenes spoke,they said,"Let us march against Philip."I am for Demosthenes.
埃斯基涅斯演讲之后，听众说：“他讲得多好。”德摩斯梯尼演讲完，大家说：“走，我们去进攻腓力！”我是赞成德摩斯梯尼的。
“讲得多好”型的文案已经太多。尤其在中文世界里。
它们令人啧啧称奇，却无动于衷。
而那句“参加红军可以分到土地”，不是这样的。
策略上、洞察上的idea远胜于文字上的技巧。与此相比，那些巧言令色的，都是浮云。
孔子说：辞达而已矣。
“达”，才是好文案。
by 东东枪

IF. Live curious. - National Geographic Channel [3]
广告视频：

这段广告由 Mercurio Cinematografica s.r.l. 于 2009 年为美国国家地理频道（ National Geographic Channel ）制作，文案作者为 Federico Russo， 全文：
if you are, you breathe.
If you breath, you talk.
If you talk, you ask.
If you ask, you think.
If you think, you search.
If you search, you experience.
If you experience, you learn.
If you learn, you grow.
If you grow, you wish.
If you wish, you find, and if you find, you doubt.
If you doubt, you question.
If you question, you understand, and if you understand, you know.
If you know, you want to know more.
If you want to know more, you are alive.

Double Life - Sony PlayStation

这段广告由 Gorgeous Enterprises, London [5] 于 1999 年为 Sony Europe 制作，TBWA\London 代理，文案作者为 James Sinclair，全文：
For years, I*ve lived a double life.
In the day, I do my job - I ride the bus, roll up my sleeves with the hoi-polloi.
But at night, I live a life of exhilaration,
of missed heartbeats and adrenalin.
And, if the truth be known, a life of dubious virtue.
I won*t deny it I*ve been engaged in violence, even indulged in it.
I*ve maimed and killed adversaries and not merely in self-defence.
I*ve exhibited disregard for life, limb and property, and savoured every moment.
You may not think it, to look at me, but I have commanded armies and conquered worlds.
And though in achieving these things I*ve set morality aside,
I have no regrets.
For though I*ve led a double life, at least I can say:
I*ve lived.

存钱，付首付
存钱，还房贷
存钱，把自己关在一个小房子里
不如，花3平米的钱
玩遍960万平方公里。