Expert speak | Drawing new value from old formulae

Expert speak | Drawing new value from old formulae
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First Published: Mon, Mar 24 2008. 12 51 AM IST

Updated: Mon, Mar 24 2008. 12 51 AM IST
Ford Fiesta
Agency: JWT
Car advertising is without question the garbage dump of ideas for the advertising industry. How many different ways can you show cars rotating on their axles and screeching smartly to a halt while being inhabited by beautiful people? Ford Fiesta has, in the past, matched the industry standards of mediocrity but, this time, has managed to retrieve something quite sparkling using the same formula.The idea is whimsical enough to kindle interest and the execution, tight enough to maintain it. The use of the track is exceptional and the “o-ho-ho” bit at the end is a mad moment of inspiration. Not an ad we will remember a couple of years on, but a worthy reminder that formulae can occasionally be arm-twisted to yield something valuable.
Mentos Candy
Agency: Ogilvy and Mather
It is not a new idea in itself. The evolution of man is an advertising cliché. But, for this brand, done this way, it feels right. More importantly, it signals a successful hift in narrative style for the brand. The previous advertising was getting a tad predictable, and was in danger of becoming a parody of itself—a problem that successful campaigns face very often. Here, the brand gets a new voice, and this is done with great finesse and effortless ease.
Turkey of the month
Bournvita
This is not a bad ad by any conventional yardstick. It tells a fairly engaging story, and does so reasonably well. The problem is with what it sets out to do. It is one thing to try and access the “fortune at the bottom of the pyramid” by coming out with a Rs20 pack. But what we see here is a brand such as Bournvita using every emotionally exploitative trick in the book to get a housewife living a subsistence-level life to keep some money aside for itself so that her child can grow to be an engineer and buy her a Banarasi sari! It is a tawdry attempt to extract a few rupees from the mouth of those who can barely eat. It represents the worst side of advertising, which professes phoney concern for its consumers in order to insinuate the brand it hawks into their lives. Everything about the ad is cringe-inducing, and worse. Shame on all involved!
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First Published: Mon, Mar 24 2008. 12 51 AM IST