Speaks the truth with gentle grace
Ogilvy and Mather
So many ads struggle to hit the note this one does so effortlessly. It is extraordinarily difficult for advertising to speak the truth and this one does so with such gentle grace. The idea of ‘Har ghar kuch kehta hai’ (Every home tells you something) is brought to life with words that ripple with memory and faith, the former of a kinder time and the latter in our way of life. The voice-over is feelingly rendered with the grainy wisdom that only experience can bring. One quibble—empty homes with beautiful walls do not a ‘ghar’ make. But that is a minor quibble, for this is a brand that has earned the right to speak to us about a subject such as this.
Small stories that ring deeply true
Ogilvy and Mather
Another masterful series from the brand that makes advertising look so simple. The swimming pool, ballet and tent commercials continue the brand’s tradition of advertising which understands that stories that are extraordinarily small can ring deeply true. These are all photographs poured (sketched) in time, as they all feature a single image extended for our benefit. The pug is being used well again after a period of some uncertainty. The best things about these ads is that because they contain so little, they can be watched over and over again.
Great idea but generic execution
The insight is spot on but the execution is just a wee bit generic. The idea that children express themselves by running is a potentially great one. Indeed, children are driven by an urge to run for no apparent reason whatsoever; all emotions get expressed in a babble of footsteps. The music here is trying too hard, and overall the idea of hordes of children congregating to run carries shades of Hutch’s ‘Pappu bhi daudega’ (Pappu will also run), ‘Bunty bhi daudega’ (Bunty will also run), or some such efforts of yore.
• TURKEY OF THE MONTH
A regressive piece of rubbish
Coke, with its hare-brained Mowgli-meets-Diwali effort, could have so easily won. So could the aggravatingly sanctimonious Tata Tea ‘Jaago Re’ ad.
The winner, however, is Raymond’s. The ad is the most regressive piece of rubbish seen on television in a long time. Here, we have a woman who, not content with hanging on to her man lest she stumble and fall, does stumble and fall. Whereupon her man picks her up, which makes the man who used to previously pick her up when she fell—her father—beam with approval. To the soundtrack of mushy music rising in operatic swoon, her father gives her hand to the man. The package is duly transferred from one responsible man to another. In this day and age, for a brand with such enormous goodwill to walk such an anachronistic path defies comprehension.
Santosh Desai is CEO, Future Brands