Pond’s White Beauty
Ogilvy and Mather
My favourite in this list of ads is the Pond’s White Beauty ‘Kabhi Kabhi Pyaar Mein’ series. It stands out because it is just that... a series, to be continued. This is a daring approach by the agency, since it assumes that the viewer has seen the earlier commercials, and will see the next episode in order to get the whole story.
What I like most about it is that it successfully achieves the one thing all good advertising should be able to — make the viewer want to see the next ad. A great clutter-breaker idea here. Doing away with the 5,000 gross rating points a month, ‘I have seen this before, oh my god how many times are they going to keep airing this stuff’ syndrome.
The storyline is essentially Mills and Boon, replete with the half locket, miffed girlfriend slap, airport chase, misleading SMS, and so on. Actors Priyanka Chopra and Saif Ali Khan are cast well and though the performances are not as well crafted as the Airtel Vidya Balan/R. Madhavan ads, they do have a well-made quality about them. Since I am not from the creative side of the business, I have no idea where they were shot and how much the films cost to make, but they certainly look Bollywoodish — like the stuff full-length feature films are made of.
To keep the intrigue and unusualness of the ad, though, the girl would not get the guy in the end if I were the creator. Why? Because she does not really need him. She has Pond’s White Beauty, which gives her the confidence to be herself and get on with life. And if he was loser enough to go out with a girl who could send misleading messages just to hold on to him, he does not deserve her. See how this ad has got my imagination all fired up? That is what good advertising does: Who needs a storyline about a cream when we can have a love triangle?