Fabulous Ads- Part 1
Brand: Coca Cola
Agency: McCann Erickson
Tag Line: Thande ka tadka
Description: Aamir Khan enters a restaurant with a red and swollen face, eyes hardly open, donning ‘touristish’ apparels, with a camera around his neck. The owner thinks he’s a foreigner and decided to fleece him. He adds two extra ‘0’s beside the price of everything on the menu. Aamir writes his order on a paper and is forced to get it himself after nobody understands him. As he begins gorging on his ‘thanda samosa’ and ‘thanda pakora’, i.e. coke with samosa and pakora, he starts talking in hindi, much to the surprise and disappointment of the waiters and the opportunistic restaurant owner (who are now surrounding and gawking at him like fools). He leaves them zapped by telling them that he is not a foreigner, but a photographer mauled by honeybees while shooting.
My Take: The humour quotient was high and the power idea gave the brand a new positioning. It definitely struck a chord with the masses and had me rolling with laughter for a considerable amount of time… I almost missed the pepsi commercial, courtesy: the tears of laughter that blurred my vision, which aired a few minutes after I saw this ad for the very first time. Aamir reinforced his prowess at dexterity yet again, assuming the garb of a supposed-Japanese tourist. The average viewer would never have discerned the twist in the yarn unless told! Coca Cola, as always, showcased great marketing wizardry so far as winning the ‘localization’ war is concerned. The bond between Coca Cola and its ubiquitous trump card ‘Thanda’ remains intact. Cola’s trademark: maintaining flavor with élan.
Surf Excel: Daag achche hain!
Brand: Surf Excel
Agency: Lowe
Tag Line: Daag achche hain!
Description: Brother and sister are returning home from school. Backdrop: rain-soaked grounds with a cloudy ambience. Sister accidentally steps into water puddle and soils herself. The adorable face cringes with disgust and we see her at the verge of tears. Protective/loving brother throws bag aside and starts ‘punching’ water puddle (semi-consciously splashing more dirt on his sister’s uniform and soiling his own clothes in the process!), repeatedly asking ‘it’ to apologize to his sister for the ‘misconduct’… All this, while the sister chants “Aur maro, aur maro…” from his side. Both of them finally convinced that the puddle has been trashed enough and had apologized, go home happily The million dollar smile is back on the sister’s face. The screen is filled with colorful splashes, and a ‘daag achche hain’ slogan playing in the backdrop.
My Take: Surf Excel had done something unthinkable again. While all other detergent powders were basking in the glory of how good their product was at removing stains…Surf hit dirt with the glorification of dirt! Haven’t we heard of out-of-the-box thinking and other such jargons at B-schools? Well, this was just an instance where it was put into use! The ad took my breath away and I was mesmerized by the innocence that those two kids afforded the ad! It was clutter-free unlike other detergent powder ads, which kept comparing the superiority of their product by their less-effective (???) counterparts. A thematic ad that successfully launched the brand philosophy, surf excel had proved to be the last word in detergent advertisement again: both in terms of product offering and communiqué. The ad commands a high recall value with consummate ease. The responses speak volumes… the commercial took the product image to greater heights. Sheer tenacity. One word sum-up: Innovative.
Ford Fusion: The no-nonsense car!
Brand: Ford FusionAgency: JWT
Tag line: The No Nonsense Car
Description: Version 1: Two marketing dudes are trying hard to impress their boss by suggesting to shoot the new Ford Fusion ad in Australia. Unimpressed, the haughty boss explains to them that the customers would buy the car not because of the location but for its features and goes on to talk about the car’s attributes and concludes by giving them a stern order “Give me an ad without any nonsense”. The ad ends with: “The no-nonsense car” tagline, as the crestfallen duo cancels their trip.
Description: Version 2: The same two dudes have another brilliant idea: A long rough road, a chopper, Fusion, a pretty girl criss-crossing her way through the traffic… Stop! The boss is unimpressed again. He halts them mid-way and goes on to tell them about the Fusion’s unmatched features. He again concludes by an arrogant statement: “Drop the girl and the chopper. Keep the car… ummm (thinks) and the road.” The screen is again filled with the Fusion, the tagline scribbled alongside it on the screen. The duo crest-fallen yet again!
My Take: Seems the creative guys couldn’t actually come up with a no-nonsense idea for the commercial and were forced into making an ad out of reality! Jokes apart, the first sentence I blurted out after seeing both these ads was: “Wow! Some ideas!” No brand-ambassadors to inflate the market price, no false claims, no un-necessary jazz and no desperation involved! JWT churned out a clear-cut, blunt commercial. The message in the bottle is clear: the car will get the cash registers ringing with only its distinguished features, barring all other nonsense (a rude reminder for other complacent car makers who, till now, swore by enviable locales!). The beginning of a new era in modern-age car ads? Time will tell all…
I guess that is all I have time for now… Hope you have a wonderful week.
