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亨氏好颠,用Excel拖出了“十八明治”

  • 2026-05-25 06:32:20
亨氏好颠,用Excel拖出了“十八明治”

没有最抽象，只有更抽象。
你听说过三明治🥪，但你听过一明治、二明治、四明治、五明治、……，十六明治、十七明治、十八明治吗？
01 亨氏疯了：从一明治，到十八明治
最近网友坐地铁时，发现亨氏在地铁里宣传蛋黄酱，主打搭配三明治食用。问题是，不仅有三明治，从1明治到18明治都有👇🏻：
仔细看，亨氏这这组广告背景为亮黄色，非常醒目，核心创意点在地铁站楼梯台阶上，每个台阶对应一单位“明治”，有多少层台阶，就有多少明治。
看上去像是用Excel表格自动拖出来的一样👇🏻：
图：养乐多，下同
然后每个台阶上的图案组合到一起，组成完整的三明治👇🏻：
很多人在上下台阶的时候，都有数数的习惯，而这些广告把“数几个台阶”变成了“数几个明治”，每上一个台阶，就默念一次明治。
02 十明治，是个谐音梗
亨氏广告抽象，网友点评更抽象。
有人调侃别用Excel表格做楼梯，因为很容易出错，甚至给出了“翻车”案例👇🏻：
84消毒液，85消毒液，86消毒液，Excel自动填充的爽，谁用谁知道，懂的都懂。
有网友把Excel自动填充的梗应用到了地名上，晒出了一张陈年梗图👇🏻：
数学小测验时间：从冰岛Iceland到爱尔兰Ireland一共要走几步？
有人从三明治，想到明治，然后情不自禁想到了邻国，只不过前面是吃的，后面才逐渐日本化👇🏻：
还有人晒出了日本年号，从三明治，以此类推，一直到七令和👇🏻：
有人表示担心，要是这么算，会踩死很多天皇吧👇🏻：
我觉得这位网友的担心不无道理，毕竟台阶广告浑然天成都是黄色的。
自然也少不了谐音梗选手，有人发现十明治，是个谐音梗👇🏻：
有地理爱好者想起了福建省，并用Excel自动填充，生成一列新数据：三明治、龙岩治、南平治、一直到泉州治、福州治👇🏻：
也少不了吃货，已经有人开始计算十六明治该有多少层面包、多少层馅儿👇🏻：
有好心人甚至把十六明治喂给了AI👇🏻：
这个世界，终于癫成不知天地为何物的地步。
03 都是Excel自动填充惹的祸
这广告最巧妙的地方，就是用地铁站台阶“复刻”了日常工作中常见的“Exce自动填充出错”的洗脑效果。
如果说一明治、二明治、三明治，这么明显的等差数列，你都没发现的话，看完四明治、五明治，估计也该发现哪里不对劲了，然后看到十八明治的时候，才恍然大悟，然后会心一笑：什么鬼？
这种“Excel自动填充乱入”带来的另一个效果，就是通过简单重复的“N明治”给人洗脑，让你看到后面，都不认识“明治”两个字了，但已经深深地印在脑海里。
亨氏用这种无厘头方式，硬生生把蛋黄酱“万物皆可蘸，一层叠一层”的卖点，玩成了让人停不下来的魔性阶梯。
相比动不动花数百万、上千万代言费请大牌代言，亨氏通过这种“大智若愚”的小创意，把单调的地铁广告变成了魔性十足的洗脑热梗，花小钱儿，办大事儿。
如此看来，好的广告，真不需要烧🔥多少钱，只需抓住一个简单的洞察，用一种心照不宣的方式表达出来，就足够好了。
只不过可怜了打工人：白天在工位被Excel支配，晚上坐地铁还要被Excel嘲讽。

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  1. CONNECT:[ UseTime:0.000500s ] mysql:host=127.0.0.1;port=3306;dbname=h_sjds;charset=utf8mb4
  2. SHOW FULL COLUMNS FROM `fenlei` [ RunTime:0.000947s ]
  3. SELECT * FROM `fenlei` WHERE `fid` = 0 [ RunTime:0.000310s ]
  4. SELECT * FROM `fenlei` WHERE `fid` = 63 [ RunTime:0.000285s ]
  5. SHOW FULL COLUMNS FROM `set` [ RunTime:0.000565s ]
  6. SELECT * FROM `set` [ RunTime:0.000243s ]
  7. SHOW FULL COLUMNS FROM `article` [ RunTime:0.000763s ]
  8. SELECT * FROM `article` WHERE `id` = 521329 LIMIT 1 [ RunTime:0.000518s ]
  9. UPDATE `article` SET `lasttime` = 1780428168 WHERE `id` = 521329 [ RunTime:0.011382s ]
  10. SELECT * FROM `fenlei` WHERE `id` = 65 LIMIT 1 [ RunTime:0.000440s ]
  11. SELECT * FROM `article` WHERE `id` < 521329 ORDER BY `id` DESC LIMIT 1 [ RunTime:0.000565s ]
  12. SELECT * FROM `article` WHERE `id` > 521329 ORDER BY `id` ASC LIMIT 1 [ RunTime:0.003926s ]
  13. SELECT * FROM `article` WHERE `id` < 521329 ORDER BY `id` DESC LIMIT 10 [ RunTime:0.000739s ]
  14. SELECT * FROM `article` WHERE `id` < 521329 ORDER BY `id` DESC LIMIT 10,10 [ RunTime:0.034052s ]
  15. SELECT * FROM `article` WHERE `id` < 521329 ORDER BY `id` DESC LIMIT 20,10 [ RunTime:0.040718s ]
0.242267s