Ad Review | ‘It just does not ring true’

Ad Review | ‘It just does not ring true’
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First Published: Wed, Feb 27 2008. 01 03 AM IST

Updated: Wed, Feb 27 2008. 04 21 PM IST
Reviewer: Haresh Moorjani, creative director, DraftFCB-Ulka
Spot: The film for Asmi jewellery features Perizaad Zorabian talking about herself as a model and an actor, and revealing yet another aspect about herself—environment-consciousness.
The film signs off with “Asmi. For the woman of spirit. The wedding collection”.
Why I don’t like it
In the sudden spate of jewellery advertising, this one is a missed opportunity. Merely showing a popular media personality revealing an environment-conscious side does not elevate her as a “woman of spirit”. What is more, the concept of the woman of spirit/substance has been done and overdone by several products—though some have met with a great degree of success (the wedding night spot of Femina is a tough benchmark).
However, the Asmi spot seems like the first right answer. Even if the brief was to stay with the “woman of spirit” route, there could be nuances that could be explored within that space and which matched the personality of the model. Even though the compatibility between the product and the model is right, it just does not ring true, as environment today is a politically correct issue to take up and talk about.
How I would have done it
The idea of taking a celebrity (model) is to capitalize on her strengths. In this case, assuming that the concept is mandatory, that is, “Asmi. For the woman of spirit”, I would try and find or create some link between the model and the concept. Maybe in her area of expertise, which is films/modelling. How she uses a public platform to effect a change in a way that reaches out and touches the viewer.
Global warming is undoubtedly an issue, but what would be interesting is what Zorabian does besides photographing the glaciers. A spunky act would make the spot more memorable. And perhaps push the cause of environment, too.
As told to Gouri Shah
gouri.s@livemint.com
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First Published: Wed, Feb 27 2008. 01 03 AM IST