Brand: Hero Honda Hunk
Agency: Draft FCB+Ulka Advertising Pvt. Ltd
Reviewer: Nitesh Tiwari, executive creative director, Leo Burnett, Mumbai.
The spot: The commercial starts with a man riding a bike through the wilderness, when he hears a rumble and sees a herd of bulls charging down the path in his direction. His bike then morphs into an alpha bull, which scares off the herd. The ad ends with the tag line: “The all muscle Hunk from Hero Honda.”
Why I don’t like this ad: I see a man riding his bike in the middle of nowhere. I see a herd of bulls charging towards him. The biker and the bike turn in to a bull. I rub my eyes. The furious bull-bike scares the hell out of the herd. The biker and his bull-bike live happily ever after. I rub my eyes again.
Wow! How did they come up with this one? What were they smoking? Were dinosaurs and Peter Jackson (director of The Lord of the Rings) considered as options for the bulls and the director of this one? Before the budget?came in the way, that is.
Every brand deserves decent advertising, if not great. And what this one got is an amateurish attempt at trying to be creative for the sake of being creative. I get furious. Then, something inside stops me from cribbing. It’s not often you get to see a Mithun (Chakraborty) movie for free! I feel happy.
How I would have done it: As I write this, I don’t know what I would have done. I would need a week or two of careful thinking to write it. It is easy to criticize. And it is very difficult to come up with a good one. It is critical for every creative person to get clarity on the brief. If you are not clear, get clarity from your servicing team. If needed, pick up your phone and speak to the client.
Don’t be too happy just because you have got something different. Don’t try to be different for the sake of being different. By all means, do unexpected stuff but keep it relevant. Your client is paying through his nose for this. So please, don’t let it end up as bull****.
As told to Gouri Shah