An Ad I Would Not Have Made... | No connect, just fatigue

An Ad I Would Not Have Made... | No connect, just fatigue
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First Published: Mon, Mar 23 2009. 09 04 PM IST

Updated: Mon, Mar 23 2009. 09 04 PM IST
Hero Honda Glamour
JWT
Yet another tedious, clichéd, unimaginative and predictable automotive commercial that wastes everybody’s time. Man gets “formula” to ‘patao’ (impress) women—rides Hero Honda Glamour; weak, sundry women swoon; grinning man triumphs! And, of course, while women are drooling, dropping all over like ninepins, you have supers that say stuff such as “racy graphics”, “attractive black alloy”, among others.
It could not get more moronic. A tiring watch—an old formula that is not even re-packaged. The TV commercial fails to have any recall, not even for its absurdity.
Automotive advertising is what agencies salivate and die for, and yet the category is where mediocrity and empty manufacturer-speak breeds. I did spend a while trying to grasp the strategic intent of the film—well, even there I failed miserably.
Hero Honda Glamour is one of those completely forgettable ads that has truly nothing to underline—no idea, no insight, no connect. The execution is feeble, the music doesn’t even try, nor does the cast help! There is not even any Hero Honda brand in it—except for the obvious ‘Dhak, dhak go’ refrain at the end.
All one feels after viewing this TV commercial is fatigue and pity for the world at large, and the advertiser in particular.
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First Published: Mon, Mar 23 2009. 09 04 PM IST