Contrived from the word go

Contrived from the word go
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First Published: Tue, Mar 17 2009. 09 17 PM IST

Images: Adex India
Images: Adex India
Updated: Tue, Mar 17 2009. 09 17 PM IST
Brand: Visa
Agency: TBWA Worldwide
Reviewer: K.V. Sridhar, national creative director, Leo Burnett India Pvt. Ltd
Spot: The ad is a montage of images from around the world, with people and objects coming together to form the word go.
Images: Adex India
Voice-over: Go is a tiny two-letter word that makes amazing things happen. Go gets us out of bed every morning. Go is what inspires us to try things we’ve always wanted to try. Which is why so many people in so many places choose to go with Visa. Ready? Set? Go.
Why I don’t like it: The campaign seems meaningless. The philosophy that the word go inspires you to do things and reminds you that the world is beautiful is all cock and bull. It’s this whole concocted philosophy around the word go that I don’t like.
To use the visual of millions of people coming together to form the word go is contrived and the representation forced. Look at the way brands such as Absolut (people coming together to form the shape of a bottle) and British Airways used that visual concept; it was fantastic. In this ad, it almost seems forced. Someone, somewhere decided that go is a great philosophy and decided to force-fit that concept into everything. It doesn’t appeal to me.
How I would have done it: There is a fantastic connection between go and Visa travel. I would have made that connect more appealing to my target audience. The concept of “don’t talk, just go” should have been played up.
If you think about it, people are always talking about going on holidays but don’t end up going anywhere. So the idea is to inspire people to just get up and go on holidays, have the power to go as a vagabond and travel the world, be inspired by visuals, experiences or legends that make you want to travel rather than some concocted interpretation of the word go.
To inspire people to travel with Visa, as Nike encourages and inspires people to run. It doesn’t matter who you are—you can be fat, thin, big, small; the idea is to run. So the communication should play up that aspect: Visa encourages you to get out of your home and see the world and inspires you to travel.
As told to Gouri Shah.
gouri.s@livemint.com
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First Published: Tue, Mar 17 2009. 09 17 PM IST