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What you’re about to see is perhaps Nescafe’s best ad, ever made

#AnAdvertADay #Day86

We’re in a phase in advertising where the medium is not only influential, but also highly inspirational. People want to be moved by what they see. They want brands to tell stories and not just convey jargon filled, superficially packaged product features with mindless portrayal of the same. Some examples of inspirational ads with a great story-build, would be the bournvita ad, KBC’s ‘loudspeaker‘ commercial, PepsiCo’s ‘Back to school’ ad and Under Armour’s amazing Misty Copeland commercial, among others.

Such ads, naturally, get talked about more and shared more.

Jumping on the bandwagon, is Nescafe, whose strategy so far was focused on highlighting moments that seamlessly relate to coffee. With this commercial, they’ve put in a lot of thought to create magic around their brand and enhance the connect with audiences.

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This moving commercial features an odd story of a stand-up comedian who stammers. It begins with him performing in front of a crowd while telling the story of how his stammer had earlier affected his choice of career. He tells it with subtle humour weaved in, with prominent self-criticism. This is what hooks you onto the story. At no point does he indulge in self-pity even though there are slight glimpses of it. The treatment of this story is where the real appeal lies.

The story proceeds to show how he decided to turn things around and use the stammering as a strength instead of being pulled down by it. Perfectly timed, the product is first shown at just about this exact moment. Association to victory – simply perfect. As the story proceeds with a subtle background score of a piano, you can’t help but place yourself in his shoes and fall in love with his beautiful story.

With a generous amount of adorably funny moments, he goes on to thank coffee (doesn’t name the brand) for giving him the strength to go on. This is quickly followed by humour to dampen any forced product placement. Quoting him, ‘Thank God for coffee. It kept me going and kept you awake’. Perfect again, isn’t it?

After this, the video charges forward to a victorious tone where he enthusiastically breaks into ‘Let’s get started’. With this, Nescafe flawlessly leads us to their tagline ‘It all starts with a Nescafe’.

All I want to do is meet the script-writer and give him a pat on his back for this beautiful piece of monologue. I don’t think I’ve seen such a seamless brand tie-in before, where the brand takes the limelight without compromising the story.

All in all, one might easily be moved to tears with this.

Watch the video here:

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Cats steal the show yet again with this hilarious commercial

#AnAdvertADay #Day85

Temptations Treats introduced Temptation Tumblers, a cat treat that you can toss, roll and treat. The Mars Petcare brand’s new Temptations Tumblers—treats are apparently more perfectly spherical that regular old Temptations treats. This commercial focuses on the ‘play’ aspect while feeding your cat.

This new one-minute commercial is a hilariously dramatic representation of play time with cats using the product. The entire video, with its breath-taking slow-mo shots and intense dub-step music makes for a perfectly delightful watch.

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The video begins with three people – one a soccer player, another, a football star and third, a tennis player –  preparing for a seemingly intense game. You soon realise that the ball for each of their moves is replaced by a perfectly spherical Temptations treat before the real starts of the ad enter.

Cats.

Fluffy, adorable and stunning cats.

The ad moves on to show some amazing moves by cats that are chasing, or rather, playing ball with the treats. The entire visual depiction of play time comes together beautifully and goes on, to show that play-time is a serious sport. Keeping all of that aside there are so many cats in one video! Has to go viral, right?

And manh! THOSE CATS ARE SO ADORABLE!

This pop-up book based video tells the shocking story of human trafficking

#AnAdvertADay #Day84

McCann, Sydney partners with The MTV Exit foundation, an organisation which strives for the end of exploitation and human trafficking, to make this amazing awareness ad with new approach.

This video ‘Broken Dreamers’, features an original song by Paris-based electro pop artist Birkii, and tells the story of three characters caught in nightmarish modern-day slavery scenarios. The stories unfold in the form of a pop-up storybook, with excellent transitions that are beautifully wound with contextual colour-play and music.

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The pop-up approach to portray the story is also a parallel representation of the innocence in these victims and the naiveté involved in these scenarios. Each story begins with the classic ‘Once upon a time’ phrase and progresses to tell a series of unfortunate events, highlighting the dangers of the racket.

It’s a beautifully crafted video that delivers the message quite straight-forward.

Kamasutra condoms boldly displays the art of making love

#AnAdvertADay #Day83

Considering how sensuous deodorant ads have become of recent, it is only natural that condom ads surpass it to a certain degree to distinguish the product. Most of these ads display the physical aspect of sex in a similar manner. Much to the point where it all looks the same.

Bringing in a breath of fresh air was Durex’s claim to viral fame, ‘Do The Rex’ that featured Ranveer Singh in a refreshing and fun avatar, singing and dancing jovially to represent his love for sex. I absolutely loved that video and it’s taboo breaking efforts in a humorous manner.

But if there was one ad that stuck to the conventional way of showing love-making but with a new twist, this would be it. The ad features two gorgeous dancers, performing to a seductive number. The sensuous dance steps are translations of various sex positions that one would find in the book of love, Kamasutra, from which the brand derives its’ name.

Each shot is breathtakingly beautiful and blends dancing with sexual positions in a flawless manner. It makes it look like art, which it is. The ad adds a further aspirational value to the act of making love by making it look exhilarating and exotic without anything being said at all.

I love the ‘Art of making love’ approach above anything else. It isn’t a new communication strategy or a new approach to sex, but their execution is definitely applause worthy.

Watch the video here:

Bournvita’s inspirational new ad steals all hearts, yet again

#AnAdvertADay #Day82

Cadbury Bournvita, one of India’s most trusted brands, has successfully become part of a child’s daily nutrition consumption, ensured by their mothers. This makes mothers their primary target group with the end consumer being their child. Over the years, their communication strategy has evolved in various manners but their core goal has always been to make Bournvita, a daily drink for kids.

Last year, in March, they launched one of their most successful commercials of all time, Aadatein – Tayyari Jeet ki. This commercial, with its superb story, flawless script and heart-racing visuals was goose-bump inducing. Aadatein, which literally translates into ‘habits’, is the catch in the new series. ‘Tayaari Jeet ki’ roughly translates into preparing your child for victory.

Their aim is to encourage mothers to inculcate strong habits in their kids, no matter how difficult it is. It focuses on the importance of motherhood in shaping a child’s life. A bull’s-eye, right there.

Watch the amazing commercial here:

Continuing the legacy, they took the same mother-son duo and took it a step further. From preparing your child to win, it moves towards ‘Shakti har race ke liye’, i.e. power for every race you take on, no matter how big. Here the focus lies on the ‘power’ as compared to the ‘victory’. This proposition has a wider reflection among the TG.

The commercial begins with the same mother from the previous commercial talking about how he won the last race but one needs power for every race in life. Yet again beautifully scripted, this commercial just about manages to create the same magic as last time. It definitely doesn’t surpass the previous one’s emotional invoking ability but is still quite incredible.

Watch the new commercial here:

Each time I see these ads, I’m very close to being teary-eyed. The power of motherhood has never been captured this beautifully before. It shows the strength and commitment it needs. Imagine the inspiration a mother would receive from simply watching this ad. When a brand can connect so strongly to the TG and even beyond it, it is highly creditable.

With this series, Bournvita has gone miles ahead in owning the ‘habits’ space that addresses its main aim. What more can one want for their brand? 

PepsiCo’s new ad will make you want to go back to school

#AnAdvertADay #Day65

As a warm welcome to Friendship Day, “Back to school”, the latest TV commercial by PepsiCo India, celebrates the nostalgia of our by-gone school days. With this, it captures the essences of friendship, the moments of togetherness and the joy that the era holds.

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A group of teenagers passing out of high school look back on how their friendship blossomed when they were caught opening a tiffin box during class time and eventually were made to stand out of the classroom. Their friendship went on to strengthen as years went by, with them always being there for each other. They grow up but their friendship never fades. At the end of the commercial, we find them enjoying their school farewell party and discussing that no matter whatever happens in the future each of them will be there for the other.

The ad, that is 4 minutes long, is beautifully made in flashback, with every moment scripted  patiently and with great detail. Each of them are realistic and well equipped to induce nostalgia even in the toughest of souls. The soundtrack is what truly captures the emotion of it all with the main line being, ‘School khatam ho raha hai, dosti nahi’.

In the ad, you see Tropicana, Lays and Pepsi featuring in the ad quite prominently. It seamlessly blends each of its’ products in the different phases of friendship and gives a subliminal message of how we grew up with PepsiCo products.

With this campaign, PepsiCo enters a space that it’s nemesis Coca-Cola has already captured. Nostalgia and emotion is Coca-Cola’s claim to advertising fame. Hence, one would call this to be a bold move by PepsiCo. On top of that, this is an ad for the entire PepsiCo portfolio rather than just a single brand.

This doesn’t take-away from the fact that the ad is quite amazing and worth being appreciated. Happy Friendship day in advance, everyone.

 

 

Greenpeace protests against Lego in a new, disheartening commercial

#AnAdvertADay #Day58

Greenpeace has a history of picking on high-profile targets in their effort towards a better planet. They have been vehemently campaigning against the petrochemicals giant, Shell Corporation, for their oil drilling projects in the Arctic. But with this new campaign, they’ve involved another global brand in a surprising turn of events.    

Lego has been associated with Shell via their “Royal Dutch Shell Lego” play-sets since 1960. Greenpeace wasn’t going to let that go at any cost. Last week, they began a campaign against Lego for supporting Shell via their play-sets.

In this commercial, we see an Arctic lego land built with Polar bears, huskies, ice-hockey players and even Santa.

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The video is accompanied by a slowed-down version of the Lego Movie theme tune ‘Everything Is Awesome’. The set also shows a section where some oil drilling is taking place.  

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Eventually, you see the entire set being flooded with thick, black oil engulfing the habitat – children, puppies, Santa and teddy bears amongst others. This happens due to an oil spill. 

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The only thing standing at the end, above the submerged land, is the Shell flag – unmoved.

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The commercial ends with the tagline: ‘Shell is polluting our kids’ imaginations.’ The call to action that follows is: ‘Tell Lego to end their partnership with Shell.’

Greenpeace has a website where people can petition against Lego.

It’s an applaud worthy effort by Greenpeace even though some might call it nit-picking. Nonetheless, the depiction of the Lego and Shell connection is very well imagined. The soundtrack makes for an excellent addition to the commercial too. They keep the touch of childhood alive in the ad by adding various elements like Santa, the elf and the teddy bear in addition to a kid with headphones. It gives you a glimpse of the shattering repercussions that support towards Shell, in any form, can have.

Here’s the ad. I suggest you sign up for their petition too. Actually, I insist.

Durex asks everybody not to fake it – On ground or off it

#AnAdvertADay #Day46

Durex and it’s cheekiness might have just hit the bull’s eye with it’s new #DontFakeIt commercial aimed at those who fake it on the football field. Well, there’s also that not-so-subtle brand connect with the same tagline. In the extravagant pool of advertisements around the FIFA World Cup, this one takes an entirely different approach and manages to crack one up.

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The purposefully overdrawn slow motion shots and the traditional Italian vocals to go with it bump up the comedic factor. Watch it and yes, stop faking it.

 

The commercial that’s going to win all the awards

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Well, when the ad maestro Piyush Pandey himself casts a magical spell on a campaign, it doesn’t come as a surprise that the entire nation was moved.

This one’s a commercial that’s bound to sweep all the awards. It’s so insightful that it’s almost scary. Scary in the sense that the makers of the ad seem to directly speak to you than to a general audience.

The casting is flawless and the script, exemplary. This four minute video builds up like a story that doesn’t reveal the product right until the end. When you see it, you know that there couldn’t have been a simpler connect.

Watch. Weep. Repeat.

The Dove Commercial that made everybody shed a tear

#AnAdvertADay #Day 35

As Father’s day approaches, Dove released it’s new commercial for a stellar and insightful campaign called ‘Calls for dad’ and #RealDadMoments. Like most other Dove campaign for women, Dove Men care has gone the way of breaking stereotypes. This campaign derives it’s insight from an elaborate market research.

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Global market research group Edelman Berland conducted interviews with 1,000 fathers, aged 25-54 to find out more about the group. One of the findings was that around 75% of men felt they were responsible for a child’s emotional well-being, but only 20% actually saw that portrayed in the media. When the interviewees were asked to choose the attributes that best described dads in the media, the majority said dads were shown as ‘disconnected, bumbling and incompetent’.

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In the commercial you’ll see various shots of daughters and sons that call their fathers amidst a moment of trepidation, doubt, confusion, worry or pure want of emotional warmth.  The ‘pappa, daddy, dad’ that these sons or daughters shout out are during moments that we all can relate to. A kid that cannot get his T-shirt off, another whose hair needs brushing, one where the kid is learning how to swim and so on. These moments are very close to reality and will prove to be a tear jerker.

Watch the video here –

Dove is running a parallel digital campaign asking people to share their #RealDadMoments with them. I absolutely love the ‘real’ feel of the commercial with shots that seem to have been taken by handycams and average digital cameras.

It’s a heart-warming commercial that show how dads are truly capable of selfless love for their kids. We hear you, Dove.