Brand: Jet Airways
Agency: M&C Saatchi, India
Reviewer: Josy Paul, chairman and chief creative officer, BBDO India.
Spot: Jet Airways(India) Ltd’s “first-class” ad starring Bollywood star Shah Rukh Khan. The ad begins with Khan urging viewers to imagine a lie-flat bed, a personal wardrobe, a table for two, a door for privacy…all while they fly in Jet Airways’ first-class suites.
Why I don’t like it: Because the product is far better than the ad. Because the ad lacks an idea. Because Khan deserves a better script. Because Khan has no clue why he is doing what he is doing. Because the ad does not do justice to the people who invented these spacious suites.
Because you wonder why there’s so much fantasy in the ad when the product is fantastic by itself. Because “imagine” is such a clichéd concept in advertising. Because when you think of “imagine”, you think of John Lennonand he did a better job. Because right now, the world is in need of another Lennon.
Because in these troubled times, we need more songs such as All we are saying is, give peace a chance. Because the last thing on my mind is a first-class passenger ad. Because there are more important things to talk about.
How I would have done it: Everybody loves Shah Rukh Khan. We want to get closer and know more about him and his ways. We want to get a glimpse of his private life and moments with himself. The Jet Airways suite offers us that opportunity. This is what I would do. I would turn this whole thing into a CCTV (closed circuit television) “reality show” format. Hidden camera shows Khan on an 8-hour flight to London.
We get to see how he relaxes, drinks, dines, changes into lighter clothes…what he reads, notes, discusses, how he sleeps…8 hours of absolute voyeurism. This is aired on YouTube and streamed live on JetAirways.com. The edited DVD is sent to high net-worth individuals. About 20 20-second ads could be created from this 8-hour video raw footage and we could place them on channels such as CNN and CNBC.
While intruding into the life of Khan, we focus on the luxury, comfort and differential of the first-class suite. We don’t have to “imagine”. It’s all there for all to see!
As told to Gouri Shah