There are 2 ways to break the clutter: One, create a kick ass strategy & amazingly creative concept like zoozoo, or the second way to create something sooooo pathetic, irrelevant, stupid that people remember it as the worst ad ever seen. The above ad falls into the latter category.
I mean wat can me more stupid than seeing a brand like Nirma which made a milestone of a jingle coming up with a mockery of it... OK, i agree that the effects were good in the ad, but at the cost of mocking the soul out of the brand???
I read the review of the ad in afaqs today... Gosh!!! cant believe that people actually appreciating the work??? The TG of the brand is a working housewife who goes for something that has genuine claimability & value for money. I salute the vision & performance of the brand, but this ad surely makes it a laughing stock & a desperate brand trying to prove an already proven point. I mean we seriously miss the Deepika ad (Sita fame).
My first advt Mentor told me, "Advt is not about how creative your ad is!!! its about how beautifully it can connect & deliver the message in the best way possible. The magical ingredient here is the INSIGHT."
Hats off to the cretive heads behind this idea. A simple concept of TATA Sky having an active feature, in which one of the feature is Learn English. The TG is middle class family husband working, wife doing part time jobs, the kid studying in English medium as its an aspirational value for the parents.
Wat u do with it??? a mother who has not studied in English medium, feels low when her kid & his friends' parents speak flawless english. She gets hooked on to this & look the amazing confidence she has!!! This ad has a very feel good factor & a beautiful insight to connect with. Brilliantly superb...
