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On the spot | Are stars losing their glitz in the ad world?

On the spot | Are stars losing their glitz in the ad world?
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First Published: Mon, Dec 21 2009. 10 18 PM IST

Updated: Mon, Dec 21 2009. 10 18 PM IST
Is the celebrity quotient in advertising beginning to recede? Or have we just stopped noticing celebrities as they can’t be escaped, whatever one may be reading or watching? Last month, there were quite a few celebrity ads but, importantly, we see more celebrity-free attempts. Unfortunately, I can’t report that the quality of work has gone up as a result
The brands needs to break fresh ground
Ogilvy and Mather
It is in some ways a return to form for the brand known for creating some iconic advertising in the past, but I am still left with a vague feeling of disappointment. The problem with ads on this brand is that the proposition has been used so often that there is very little surprise left in the stories the brand chooses to tell. So, while this is a very well-crafted film, it does not break fresh ground, something that this brands needs now. The undulating unfurling of the narrative, too, is becoming a bit predictable. In this one case, perhaps the brand could do with dramatic change in this storytelling landscape.
A succession of bloopers, executed sweetly
Lowe Worldwide
After a long time, something nice from Nestle (to counterbalance the Polo ads that are on air). The idea of the “lasts really long” proposition against the backdrop of a succession of bloopers is fresh and the execution sweet. There was really need to frame the ad through a toffee-shaped box, but at least the actors weren’t wearing brand-coloured clothes.
A ham-handed approach to superficial values
Lowe Worldwide
Sometimes, ads need to produce anxiety and shame. While this is not a pretty side of advertising, in most cases the result is harmless. Not this time. For this let’s-shame-our-parents-tonight-for-their-modest-lifestyle is the most profoundly shallow and emotionally exploitative ad on TV by far. To use children to shame grandparents because they don’t have ACs and cable TV and then to position a mutual fund as an answer is both insensitive and unbelievable. Of course, the ad points to something that?happens?in life, but for a brand to associate with such superficial values in such a ham-handed way makes little sense. It is not the grandparents in the ad who should be ashamed, it should be Axis for creating an ad like this.
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First Published: Mon, Dec 21 2009. 10 18 PM IST