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‘More ham than a triple burger’

‘More ham than a triple burger’
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First Published: Wed, Apr 02 2008. 12 34 AM IST

Ad: Acer E-key, Agency: Dentsu Marcom Pvt. Ltd
Ad: Acer E-key, Agency: Dentsu Marcom Pvt. Ltd
Updated: Wed, Apr 02 2008. 12 34 AM IST
Ad: Acer E-key
Agency: Dentsu Marcom Pvt. Ltd
Reviewer: Malvika Mehra and Amit Akali, group creative directors, Ogilvy and Mather, Bangalore
Spot: Acer Eeeky (They said it, we didn’t!). All three (It wasn’t fair to single one out). Hrithik Roshan ‘Acer E-key’ (pronounced Eeeky) commercials… Yes, that’s what they’ve actually branded the feature! The ads show people having problems with computers. An executive threatens suicide after a bad presentation, passengers in a plane bang their heads, and in the third one, people are locked up in jail (!) till Hrithik Roshan (Computer expert? Heavily paid spokesperson?) comes to the rescue, explains the virtues of the Eeeky technology, sings ‘Life is busy, Acer makes it easy’ (whatever that means), sometimes even breaks into a dance and…that’s it!
Ad: Acer E-key, Agency: Dentsu Marcom Pvt. Ltd
Agency: Dentsu Marcom Pvt. Ltd
Why we don’t like it: Look, we understand the constraints of working on a celebrity ad — last moment dates, client insisting on making Hrithik dance, Hrithik insisting on a director he wanted to work with, etc…but even then. The commercials have more ham than a triple burger. The expressions, the actors and the clothes are as over the top as can be. And more consistency than an assembly line. Every commercial is exactly the same. Each pushes the same features and has the same storyline. In every film there’s a problem. Then Hrithik enters the scene and explains, hums or sings the advantages of Acer. Only the locations change — an office, an airplane and a jail! What’s next? A graveyard? Park? Loo (Pray, why not?)? Beach? At least that way the team might wriggle a trip to Mauritius!
How we would have done it: To start with, we wouldn’t have called the feature E-key! Then, we wouldn’t have touched it till we got a clear brief. There’s obviously a very lazy servicing and planning team on the account.
According to them, the E-key does everything possible. No one’s bothered to cull out one clear advantage. We would have first figured out one interesting thing to talk about—for example, retrieving data at the touch of a button. And built a commercial around that.
Lastly, we would make sure we used Hrithik differently. He has danced in almost every commercial he has done. We would not use Hrithik as Hrithik, but instead work out an interesting story around the feature and use him as the protagonist. And yes, more importantly, we would write a script!
As told to Gouri Shah
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First Published: Wed, Apr 02 2008. 12 34 AM IST