Five not so good advertisements that
have been aired recently
Limca: Marketing pundits have told us that instant gratification is
the best thing. That is consume the product the minute the urge hits you.
Instant need/want and instant gratification is the buzz word. Thus it is surprisingly
to hear a husky Kareena Kapoor say “Tum
na Thodi Pyaas Badhoo – You there – why don’t you increase your thirst”and
she takes the Limca bottle away from the cricket player in the latest Limca
advertisement. So is Limca only for the very thirsty people?
But isn’t Limca missing a trick.
I would rather have a product that I would consume many times a day rather than
have a product that is only consumed when the urge becomes desperate. The point here is about the postponement of
the gratification.
Watch the Limca advertisement at http://www.youtube.com/watch?v=RbjFqxso2pg
Olyx on line web site:The site is about online buying and selling
of products. The advertisement opens with two teenagers talking about the old
things that they have become obsolete, which they want to dispose of. They talk
about the old PC at their home.They remark ‘it
has become old’. The father who overhears the conversation pipes in “when I become old tomorrow will you
dispose me off too?” One of his sons shrugs his shoulder and says “Okay but
the offer is Rs 6,500/-” The father says
“Sell it” Of course we all know that they are talking about the computer. But I have a sneaky feeling that it looks very
much like as if they want to dispose off their father! Not very clever I would
say!
Watch the Olyx advertisement at http://www.youtube.com/watch?v=5F-bfavddq8&feature=relmfu
Fast track bags:an advertisements that is so bad that it becomes
very good. It gets talked about. May be it was a deliberate attempt to shock
people to talk about the product. If it was a deliberate attempt it surely
succeeded. It was yanked off the air! The advertisement is about a girl who had
made it out with her boyfriend in the night in the boys’ hostel. The next day
morning she wakes up. She is shocked. She is naked. She struggles to get into
her clothes. She is shown wearing her clothes one by one. The last piece of
assessory as she escapes is her bag and presto is a Fast track bag.
This advertisement left me
confused. Does Fastness mean boldness nee brazenness? Does fastness means
throwing morals to the wind? All in all an advertisement that leaves a bad
taste in the mouth and is definitely not for family viewing.
Watch the Fast Track bags
advertisement at http://www.youtube.com/watch?v=dQcofWKpEEA
Spirite: Spirite prides itself as a no nonsense brand. Sprite
advertisements are laced with the right amount of cynicism and smart alerkiness
that the present youth simply love. The advertisement in contention is the one
about the pretty girl and a lift being offered to her. A smart man (obviously)
a Spirite drinker offers her a lift. Before she can accept his offer a swanky
car stops by and a voice hails “Hey baby want a lift?” The Sprite drinker does
a quick retake and offers a lift to an old lady at the bus stand. The pretty
lass says to the old lady “You go in the car; I will go with in the
motorcycle”.
The advertisement ends with the pretty girl on the motor bike and
the old lady in the car. My contention is the car would have accommodated both
the old lady and the pretty girl. The Old lady could have got into the back of
the car and the pretty girl could have sat in the front. That way the car owner
could have the cake and eat it too!
Watch the Spirite advertisement
at http://www.youtube.com/watch?v=gCmdR-C2ewI
HAVELLS GEYCER: The latest advertisement of HAVELLS geyser too is a
harbinger. It shows a man who is brushing his teeth in the bathroom. He looks
at the geyser and gets annoyed. He chases his son who just came out of the
bathroom. The boy runs towards his mother. The annoyed man pulls both his wife
and his son to the bathroom. He points out to the geyser. His wife shrugs her
shoulder and says “well it is off” Her husband says “that is the point - why is
it not on”. The voice over booms “HAVELLS geyser - When it consumes only half a
unit of electricity per day – why should it be off”
This is the catch. We shout from
the rooftops to save energy and here is an advertisement that is telling us to
keep the geyser on for 24 hours. I don’t know what our electricity conservation
societies and action groups have to say about this type of promotion. It makes
the point but ½ a unit of electricity is still 15 units of power per month only
for water heating. Real food for thought.
Watch the HAVELLS Geyser
advertisement at http://www.youtube.com/watch?v=t0d_yKqY75Y
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