Why should anyone be made to feel like crap, just for being who they are?

#AnAdvertADay #Day72


Beyondblue, a counseling organisation in Australia, has released a  national anti-discrimination campaign highlighting the impact of racism on the social and emotional wellbeing of the Aboriginal and Torres Strait Islander people. 

Their website quotes:

Research shows that subtle or ‘casual’ racism can be just as harmful as more overt forms. Imagine being judged in a job interview by the colour of your skin, rather than the strength of your CV. How would you feel if you were watched in a shop or treated differently on public transport? 

Why should anyone be made to feel like crap, just for being who they are?   

Stop. Think. Respect. encourages everyone in Australia to check their behaviour. Stop the discrimination, think about how your comments or actions could cause real distress and harm, and respect people who are different from you.

In the ad, an alter ego called ‘The invisible discriminator’ is the protagonist. He is the personification of the ‘little voice’ that all of us have. Except, he’s racist. The ad shows various scenarios where people discriminate against the Aborigines, taking advice from ‘The invisible discriminator’. For each scenario, he says a line that changes the perspective of the person towards the other completely. It’s well scripted with the ad having a monologue by the invisible discriminator, broken down for each scenario.

The message requires no clarity whatsoever.

Watch this guilt-instilling ad here:


Radiant conducts phenomenal torture tests to prove their product’s effectiveness

#AnAdvertADay #Day63

In the FMCG sector, advertising and strategies are lost like a needle in a haystack. Much is constantly being bombarded upon consumers and even more is being ignored. There’s an ocean of products available for every need in your local supermarket – heck, there’s even stuff that you’ll never need.

Brands in the FMCG sector have consistently been trying to break through the clutter. If patterns are to be analysed, an attribute led campaign is what works best for brands in this sector. It’s the performance of the product – it’s functionality, the overshot promises of it being the ‘best’ and the underplayed factor of the lack of anything substantial that affects the mind of the potential consumer. 

Amidst this mish-mash of brands cluttering the advertising spots with less than average commercials, this one stood out for me. It’s a brand that isn’t just promising but is giving an impressionable demo, one that not only highlights the brand’s USP, but also proves the bloody life out of it.

Radiant, a brand known for its’ variety of linen cleaning products, wanted to prove that it ‘keeps colours for longer’. It created a campaign that involved four basic steps – ‘ Buy it. Wear it. Wash it. Return it.’ 


The brand took 14 different people and sent them to different clothing stores and boutiques. Each one of them picked an outfit of their choice. These outfits were then put through ‘torture’ tests to grease the clothes to an unrecognisable extent – Pig feeding, Dog washing, Pottery, tacking practise, Hot Yoga, making Red Sauce, dish washing, Fish-mongering, Quad biking, Attic cleaning, prospecting, paint-balling, finger painting and garbage collecting.


Post this, each of them were washed using Radiant’s products that have ‘colour guard’ technology. The promise here was that each one of these clothes would be accepted by the stores when returned. And as promised, all the outfits looked as good as new and were returned. Except one, but that’s a different story which you can watch in the video below.

What works here is that the test isn’t just a proof of their promise but the video is also made in a ‘home-video’ fashion. This makes it less commercial looking and more believable. That, somehow, always works.

Each of the torture videos can be watched here. Do drop your comments below on what you think of the experiment. 

The Toyota Prius has feelings

#AnAdvertADay #Day33

Vivid Sydney is a unique annual event of light, music and ideas. Toyota and Soap Creative brought an interesting twist to the festival with an interactive installation that explores the relationship people can have with cars.


The installation transforms three Toyota Prius cars into sentient beings which respond emotionally to human interaction. Developed as an internal innovation R&D project at Soap, each car has its own personality and connects with people through internal projection mapping, lighting, sound and animation.

This #CarsThatFeel campaign manages to capture hearts by the simplicity of the graphics along with the oodles of cuteness. It’a animated look seems very inspired by the cars from the animated movie of the same name. The idea is simple and the execution definitely does justice to it.

Here’s the video –