Ad’s have taken a new definition these days with the use of technology and revenue spend on par with movies. Ad’s were at a point confined to studio sets, but now people traverse the world for the right location.
Take the Zoo-Zoo’s ad’s of Vodaphone or the Airtel Corporate Mobile Ad’s. These ad’s need to necessarily translate into customers for them. I strongly belive that the % of people shifting to Vodafone/ taking a new vodaphone connection might not be for Zoo-Zoo. These ad’s are more seen as a reminder to the customer that “we are present” and also try to entertain people. Airtel believes in using A.R.Rahman, Saif, Kareena, Zaheer Khan etc, while Vodafone sticks to its basic content. The concept of Zoo-Zoo and a pug following a kid are examples of how Vodafone is willing to go that extra mile and support creativity.
The ACT II Popcorn ad tries to take a dig at all ad’s. There is neither a person/ character. It is plain simple text message that says ad’s are created so that people could go and make themselves a pack of ACT II popcorn. I think this is sheer creativity by its own.
Some ad’s also take into account the technical brilliance available today. The Eveready ad’s of the 80′s and 90′s had models, BIG B etc screaming for “giveme RED”. The latest ad goes with a disclaimer that says, the ad has been made using LED lights and Eveready battery. There is a small story line of a cat chasing a mouse, all made using LED light movement. Before you understand the ad, the ad finishes which also makes you watch it for the second time.
The Happydent ad, which had royal workers all hanging from chandeliers, to car headlights to stadium lamps won quite a few awards at functions. Not all ad’s are supposedly the best. I happened to watch a Royal Enfield Thunderbird ad. The theme is “Leave Home”. The story line goes like this: A SE Asian girl gives birth toa male child in the labor room and she tells the doc not to cut the umbilical cord. The boy grows up with the cord and through various scenes, like school room, football ground etc the teenage boy seems to be tied to his mother. He then sees a Thunderbird Bike and due to this bike, he decides to cut the bond and the mom is seen sobbing. The ad ends with the tag line “Leave Home”. I saw this in a theatre, and the expression of the crowd was bad.
There are many run-of the mill ad’s that fail to create an impact, while some do create an long-lasting impact. Do write/ comment on the ad’s that made you think, laugh, slash your wrists, slam the TV, curse the director, cry, etc.