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GLOBAL CONCEPT ADAPTATION Client/Brand:
P&G/ Always Infinity
Title:
Project:
Ivory
Job No:
Demo Length: Creative Team:
Date:
CEEMEA
27.07.2007
Natalia Roumiantseva, Lana Matveeva, Anastasia Minailova, Ilia Olenev English
Russian
Back translation
MIRACULOUS ABSORBENCY OF ALWAYS. WHEN THESE DAYS START, YOU FEEL AS IF THEY ARE FINISHING.
ПОТРЯСАЮЩЕЕ ВПИТЫВАНИЕ ALWAYS. КОГДА НАЧИНАЮТСЯ ЭТИ ДНИ ТЫ ЧУВСТВУЕШЬ, ЧТО ОНИ КАК БУДТО (УЖЕ) ЗАКАНЧИВАЮТСЯ.
MIRACULOUS ABSORBENCY OF ALWAYS. WHEN THESE DAYS START, YOU FEEL AS IF THEY ARE FINISHING.
Every new feminine care producti claims to offer revolutionary or superior protection— iican anything truly be so different from what I’m using now?
Каждый новый товар женской гигиены утверждает, что предлагает революционную или лучшую защиту. Неужели что-то и вправду может отличаться от того, чем я пользуюсь сейчас?
Every new feminine hygiene product claims to offer revolutionary or superior protection. Can anything truly be so different from what I’m using now?
Introducing New Always Infinity with a miraculous absorbency that can make even your heaviest flow daysiii feel lighteriv.
Представляем новые Always Infinity с потрясающим впитыванием. Когда начинаются эти дни ты чувствуешь, что они как будто (уже) заканчиваются.
Introducing New Always Infinity with a miraculous absorbency. When these days start, you feel as if they are finishing.
That’s because it is made of new super absorbent material called Infinicel, never before seen in pads, v that can hold 10 times its weight (and yet remains light). [never before seen in pads = world’s first, not used in any existing pads, next generation…]
Все потому, что они сделаны из нового супервпитывающего материала Инфинисел™, ранее не используемого в прокладках. Он способен удержать в 10 раз больше своего собственного веса!
That’s because they are made of new super absorbent material Infinicel, never before used in pads. It is able to hold 10 times its own weight!
LEO BUR NET T MOSCOW
| 20 B .1
USI E VICH A M OSCO W , R USSI A
125190
t: +7(495)9692030 f: +7(495)9692029 w: www.leoburnett.ru
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New Always Infinity: transforming your heaviest of period days to make them feel lighter.
Новые Always Infinity c потрясающим впитыванием: когда начинаются эти дни ты чувствуешь, что они как будто (уже) заканчиваются.
New Always Infinity with a miraculous absorbency: when these days start, you feel as if they are finishing.
i
feminine care product In Russian, there is no stable structure like feminine care product. We have only «object of personal hygiene», «necessities», «feminine hygiene» which we are used in bck. ii
Every new feminine care product claims to offer revolutionary or superior protection—can anything truly be so different from what I’m using now? It’s too longer, that is why we divide this sentence into two sentences. iii
heaviest flow days In Russian, there is no stable structure like «heaviest flow days». We used idiom «profuse discharge», cause it’s similar to «heaviest flow days». iv
feel lighter In Russian, there is no stable structure like «feel lighter». We used idioms «weightless», cause the word has double meaning: the literal sense of a word and figurative. In addition, we used «trifle», which means, that everything is so so light. v
That’s because it is made of new super absorbent material called Infinicel, never before seen in pads that can hold 10 times its weight (and yet remains light). It’s too longer, that is why we divide this sentence into two sentences.
LEO BUR NET T MOSCOW
| 20 B .1
USI E VICH A M OSCO W , R USSI A
125190
t: +7(495)9692030 f: +7(495)9692029 w: www.leoburnett.ru