Agency: McCann Erickson
Santosh Desai, CEO, Future Brands
No prizes for the proposition — bringing winters to summers is as generic for air conditioners as real mango inside a mango drink bottle. The trick here is in the creative interpretation which focuses on the meaning of winter in human terms. The result is an ad that turns a sterile proposition alive as it celebrates quilts, a hot cup of tea and the joy of snuggling up. The execution could have been more evocative but, in a category where most work is utterly forgettable, here is something that tries to speak to us in real terms.
Agency: Lowe Lintas
An interesting update of the Daag achche hain (stains are good) thought. The idea begins at a place that is improbably far from the category—the idea of staining someone’s shirt to make him stop hiccupping is by no means an obvious one. It does drive home the point that stains can become a matter-of-fact part of life, and does so without drawing too much attention to the effort. The girl in the ad is cast perfectly and, while it lacks the obvious charms of the first commercial in the series (the boy attacking the puddle), it is a definite improvement on everything else done since then.
Agency: Lowe Lintas
A little laboured, but still fresh, given the nature of the category and the proposition. The idea of financial jargon becoming part of everyday life is sweet and relevant for a brand such as UTI, though not all vignettes work. It would probably not have found a place in this list at any other time, but it shines in comparison with the other drivel on offer.
Whatever happened to credible storytelling?
Where do I begin? Will it be the surreally bad Castrol commercial — where Rahul Dravid and Adam Gilchrist play football with a drop of oil — the pointless Saint Gobain commercial — which went overseas to find ugly people — or the execrable Sunsilk commercial, with Priyanka Chopra pretending to be in a Procter and Gamble ad. The award goes to the Sumo Grande commercial which, in trying to upgrade what was once a real brand, ends up with the most vacuous ad possible. It shows a woman chasing a handsome man in a Sumo, only to find his son tucked away under the front seat. That is a man with “more than meets the eye”? What happened to the Sumo brand, and what in god’s name happened to credible storytelling?
Watch as Santosh Desai shares why the ”Turkey of the month” advertisement offends him so!