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Ad Review | Use the head a little better

Ad Review | Use the head a little better
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First Published: Tue, Jan 15 2008. 11 53 PM IST

Emmanuel Upputuru
Emmanuel Upputuru
Updated: Tue, Jan 15 2008. 11 53 PM IST
Ad: Moto Yuva
Agency: Ogilvy and Mather India Ltd
Reviewer: Emmanuel Upputuru, national creative director, Publicis India, picks the advertisement for the MotoYuva phone from Motorola India Pvt. Ltd.
Emmanuel Upputuru
The spot: On his son Billu’s birthday, Mr Sharma buys him a MotoYuva phone, and also brings a remedy—a dummy of his own head—to cure Billu of a possible addiction to the phone and all that comes on it. As expected, Billu is completely obsessed with the phone and doesn’t notice anything else. That’s when the father pretends to sneeze and rolls the dummy’s head on the floor (as if to suggest that he sneezed so hard that his head came off!). The son picks up the head and hands it over to the happy father who says, “Kam se kam, dekha toh sahi (at least he looked at me)”.
Why I hate it: Nobody raises an eyebrow when you see a tail-ender flashing outside the off stump. But when Sachin Tendulkar gets outplayed, it is worth talking about. So, when I see this spot from the strong team of Motorola and Ogilvy, it makes me wonder.
To make sure I am not being biased, I did a dipstick. According to the survey, 88% of the respondents felt that the ad is good, but comprehension was a problem; 33% were of the opinion that “it’s an entertaining ad, but I don’t get what the head is doing?” To be very honest, the reason I hate the ad is because I like the idea.
Insight: What I gather from the spot is that when you gift your son a Motorola phone, you will lose him to it. Great.
The creative idea: Therefore, you do something to make sure that you don’t lose him completely to the phone. Great.
The creative device: A concerned father gives his son a piece of his head, literally, to keep an eye on his son. Or is it vice versa? And that’s where I find a slight gap between the bat and the pads. As the son gets engrossed with the phone completely, we see the dummy head in the background throughout. I feel the device should have been used better. Because in the current execution, the head has no role to play till the father sneezes. It’s just there.
How I would have done it:
I wouldn’t change much. I like the idea. I like the device.
Here’s what I would change though: The father gives him a MotoYuva. And then he tries his best to get his son’s attention. We see the father (not a dummy) inside the suitcase, inside the sofa, on the centre table, trying to catch his son’s eye. Then when everything fails, he lets go off a dummy head, which the son picks up and retuns to his dad. And the father says the same words, “Kam se kam dekha toh sahi”.
As told to Gouri Shah.
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First Published: Tue, Jan 15 2008. 11 53 PM IST