Brand: Lux Cozi
Agency: Prachar Communications Ltd
Reviewer:Priti J. Nair, former national creative director, Grey India.
Spot: Ad for Lux Cozi underwear starts with a shot of girls looking for dolphins but there are none in sight. Suddenly, a water scooter comes with a man in his underwear. The girls exclaim at him and his underwear for some reason and then he whistles and all the dolphins come out. Then, one girl sits behind him and they disappear into the ocean.
Pack shot: Apna luck pehenke chalo (Wear your luck everywhere).
Why I don’t like it: This one’s got everything: sexy foreign girls in skimpy clothes, the ocean, a speedboat... But they are all in the wrong place at the wrong time for all the wrong reasons.
To begin with, it’s the most clichéd script. Then, the acting is terrible; the storytelling, if there was meant to be any, is obnoxious; the make-up, and the keying in of the background is truly bad in some places. And most importantly—it has got nothing to do with the product. The guy could well be wearing a Hawaiian skirt and the dolphins would still come out because he whistled. So, what’s underwear got to do with it? And why is he on a water scooter in his underwear?... These questions will haunt me for long.
How I would have done it: Every product can have an interesting plot attached to it. First, I would have thrown out this script and thought of a better script. A more refreshing plot and definitely something where the product is central. I mean, off the cuff, it could be about everyone afraid or ashamed to take their pants off and show their bad underwear in a situation that demands it, but the Lux guy does so flamboyantly.
All the money has gone into the lavish location, I guess. So, no attention to casting, foolish acting, bad keying, patchy make-up. If you want to take this James Bond-like route, you need to know how to pull it off. And that needs style. It needs involving dialogues. It needs better acting. I would have perhaps put dialogues in. Made it a lot more witty and humorous because that’s the only pitching that can salvage a clichéd script. Make it over the top—Govinda or Ritesh Deshmukh style. Then, at least, you will entertain people.
As told to Gouri Shah