The edgy approach is missing

The edgy approach is missing
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First Published: Wed, Apr 29 2009. 01 21 AM IST

Images: ADEX INDIA
Images: ADEX INDIA
Updated: Wed, Apr 29 2009. 11 30 AM IST
Brand: Thumps UP
Agency: Leo Burnett India Pvt Ltd
Reviewer: Adrian Mendonza, national creative director, Dentsu Marcom Pvt. Ltd.
Spot: Licence hai kya? (Do you have a licence?) for Thums Up. Everyone who goes to buy a Thums Up is asked whether they have a licence. They all wonder why.
Images: ADEX INDIA
It’s revealed that you have a chance to win an Apache bike when you buy a Thums Up (courtesy a lucky draw scheme) and that’s why you were being asked about the licence.
Why I don’t like it: I find it irritating. To keep hearing “licence hai kya?” from grating, gloating characters is bad enough. What I find even harder to fathom is why the spot is not like Thums Up at all. It goes completely against its macho and bold brand image built assiduously over the last few years.
There are no stunts here. No daredevilry. No Akshay Kumar leaping down 20 floors, jumping over bridges or suspended in mid-air. Worse still, it has a bunch of guys who look like wimps when asked if they have a licence.
In fact, they look thoroughly puzzled when the question is posed, much like the Hindi films of yesteryear, where everyone knows what the deal is except the guys acting in the movie.
Within the first 3 seconds of the ad, you know some heavy “twist” is supposed to happen because of this whole licence thing. And then just to make sure you don’t forget, it is repeated again and again and again...and this makes the spot quite boring.
How I would have done it: I would have stuck to Thums Up’s distinct daredevil, funky and edgy approach. I would have had a guy riding a bike in the most awesome manner. Performing wheelies, flying across chasms and racing against the wind. Maybe even have the bike leap in slow motion through amber, foaming splashes. Cut the spot to a rocking, pulsating track, complete with aggressive bike sounds.
Only towards the end of the ad, would I have a voice-over saying something on the lines of, “If you thought this is a bike ad, you’re wrong! These are riding lessons for those who win an Apache RTR with their Thums Up!”
As told to Gouri Shah.
gouri.s@livemint.com
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First Published: Wed, Apr 29 2009. 01 21 AM IST