An ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side and fail to excite viewers. In this section, we review three ads that came out tops, for the right and also for the wrong reasons.
Almost there
Advertiser: Indigo Airlines
Baseline: On time
Agency: Wieden+Kennedy
4Ps B&M Take: To be honest, we really didn’t want this ad to be on this side of the table. Having fawned over it for a week, not ranking it as one of the top three hurts us. But there is a reason behind this decision; we might like the creative, but then it has to also be ranked from the perspective of how well it was comprehended by the target audience. You see, for the whole first week we coincidentally saw this ad on muted TV sets (in our office), thus getting attracted by the visuals and visuals alone; with which we still don’t find any fault. In fact, the concept of a flight crew doing a charged up Broadway musical to explain the vision and mission of the airline along with its working procedure, advantages, expertise and a subtle brief on the services that it provides makes for a very interesting watch (but of course, copied from the Facebook ad). Wieden has adopted a very fresh approach to airline advertising; moving away from the industry standard of showcasing the aircraft fleet with the crew donning a very professional and boring run of the mill demeanor. Not only is it drawing everybody’s attention, but it has also managed to reach out to its target audience – the well bred frequent fliers – and convince them to at least give them a chance. It scores huge on brand recall; but some would argue that the commercial is a tad too long. And if you happen to be in front of the TV for more than an hour a day, chances are you would have seen this commercial several times and that is when it starts to lose its appeal – although the girls featured look as attractive the nth time as they did the first time (duh! but yes, we love them!). Add to it the fact that there’s practically no levity. Outstanding cinematography, super positioning, zero humour, and they missed the top 3!
Watch out for that rock
Advertiser: Big Rock
Baseline: Fashion, Budget Shaadi
Agency: Ideas@Work]
4Ps B&M Take: Our views on this advertisement are not a result of an urge to whine. The complaints are inspired solely by the advertisement. Starting with a bad concept followed by poor execution, the ad is further marred by a poor sense of humour/unappealing cast. No matter how hard you try, it becomes extremely difficult to justify the logic behind this commercial. Why would you be interested in watching someone styling the chest hair of his customers on TV, no matter how imaginative the designs might be? And just how does it connect to the brand to be promoted? For almost the entire campaign, you are left wondering about the purpose of the advertisement, if not to sell some new form of hair trimmers that style only your chest hair. The only way the ad connects with Big Rock is that the viewer is hit by a big rock when he learns of the true intent and purpose of the advertisement. Equally bad is it’s sister commercial themed on budget shaadi. In this one, you can’t even comprehend that there is a budget shaadi going on, let alone realise why such a wedding was depicted. The idea of showing weird businesses is really to convince viewers that any business can work with a website (like it did earlier). But chances are high that you will change the channel before the message can be driven home.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting
IIPM in the league of best management institutes of India.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
Planman Technologies
IIPM Contact Info
IIPM History
IIPM Think Tank
IIPM Infrastructure
IIPM Info
IIPM: Selection Process
IIPM: Research and Publications
IIPM MBA Institute India
Almost there
Advertiser: Indigo Airlines
Baseline: On time
Agency: Wieden+Kennedy
4Ps B&M Take: To be honest, we really didn’t want this ad to be on this side of the table. Having fawned over it for a week, not ranking it as one of the top three hurts us. But there is a reason behind this decision; we might like the creative, but then it has to also be ranked from the perspective of how well it was comprehended by the target audience. You see, for the whole first week we coincidentally saw this ad on muted TV sets (in our office), thus getting attracted by the visuals and visuals alone; with which we still don’t find any fault. In fact, the concept of a flight crew doing a charged up Broadway musical to explain the vision and mission of the airline along with its working procedure, advantages, expertise and a subtle brief on the services that it provides makes for a very interesting watch (but of course, copied from the Facebook ad). Wieden has adopted a very fresh approach to airline advertising; moving away from the industry standard of showcasing the aircraft fleet with the crew donning a very professional and boring run of the mill demeanor. Not only is it drawing everybody’s attention, but it has also managed to reach out to its target audience – the well bred frequent fliers – and convince them to at least give them a chance. It scores huge on brand recall; but some would argue that the commercial is a tad too long. And if you happen to be in front of the TV for more than an hour a day, chances are you would have seen this commercial several times and that is when it starts to lose its appeal – although the girls featured look as attractive the nth time as they did the first time (duh! but yes, we love them!). Add to it the fact that there’s practically no levity. Outstanding cinematography, super positioning, zero humour, and they missed the top 3!
Watch out for that rock
Advertiser: Big Rock
Baseline: Fashion, Budget Shaadi
Agency: Ideas@Work]
4Ps B&M Take: Our views on this advertisement are not a result of an urge to whine. The complaints are inspired solely by the advertisement. Starting with a bad concept followed by poor execution, the ad is further marred by a poor sense of humour/unappealing cast. No matter how hard you try, it becomes extremely difficult to justify the logic behind this commercial. Why would you be interested in watching someone styling the chest hair of his customers on TV, no matter how imaginative the designs might be? And just how does it connect to the brand to be promoted? For almost the entire campaign, you are left wondering about the purpose of the advertisement, if not to sell some new form of hair trimmers that style only your chest hair. The only way the ad connects with Big Rock is that the viewer is hit by a big rock when he learns of the true intent and purpose of the advertisement. Equally bad is it’s sister commercial themed on budget shaadi. In this one, you can’t even comprehend that there is a budget shaadi going on, let alone realise why such a wedding was depicted. The idea of showing weird businesses is really to convince viewers that any business can work with a website (like it did earlier). But chances are high that you will change the channel before the message can be driven home.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting
IIPM in the league of best management institutes of India.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
Planman Technologies
IIPM Contact Info
IIPM History
IIPM Think Tank
IIPM Infrastructure
IIPM Info
IIPM: Selection Process
IIPM: Research and Publications
IIPM MBA Institute India
