Campaign India Team
Nov 08, 2016

Creative Critique: Ad Reviews 5 October to 19 October

Rediffusion Y&R's Pranav Harihar Sharma and Campaign India's Gokul Krishnamoorthy review ads from the fortnight, while Population First's Dr AL Sharada scans them through a gender lens

Creative Critique: Ad Reviews 5 October to 19 October

KFC

Pranav Harihar Sharma, ECD  West and North, Rediffusion Y&R (PHS): I watched these ads just 50 per cent. 

Because I knew what will happen in the other two after watching first. It makes me say that though the technology and interactive part of the campaign is good, the most important thing – content is sub-standard.
 
None of the film makes one feel for the children. Apart from being on KFC bucket, there is nothing in films. I wish a little more effort would have been put on the ideation than just on technology. It's a great cause, it deserves a better creative.
 
GSS: 7.  So I though its not yet there because first ad shows a boy (and why not girl!). But than the last ad balances it by showing the girl again. Two extra points for that.

Gokul Krishnamoorthy, managing editor, Campaign India (GK): It would be unfair to judge this without experiencing the play of technology firsthand. That said, a wonderful gesture from the brand, and it has been communicated with just the right amount of positivity and passion.

GSS: 5

Dr Sharada, programme director, Laadli (Population First) (ALS): Gender Neutral. 

GSS: 5

PHS: I watched this ad once. It is a disappointment! Building the tank of a bike with metal of a legendary warship is a great product idea. But sadly the communication, in this case the TVC, is nothing more than an AV. The customary  background voice over with visuals on the screen is the first idea one can think of. That first idea is executed here. 

Bike tank infused with metal of INS Vikrant – this sentence alone gives more goosebumps than the whole 60-seconder film. Opportunity wasted.
 
GSS: 5. I can see some girls here and there posing with the bike. But no real deal here for them.

GK: This brand (V) has the inherent right to invoke the Indian armed forces. After all, it has infused in it metal from the INS Vikrant. ‘Everyday pride in being Indian’ is a very powerful stance. I do feel that with all that this in its favour, the film could have been more powerful.

GSS: 7. Let’s not forget that the bike is in a segment largely bought and used by men. And the lady (pilot?) next to a plane in a saree was refreshing to see.

ALS: Like many other ads focusing on patriotism this too is absolutely men-centric with token presence of women. The ad thus totally undermines the contribution of women to the country. 

GSS: 4

PHS: I watched it thrice. Not because I couldn’t understand these but because I loved the detailing! These are a director’s films. And he has done a great job here. Casting, look, editing and expressions... everything is bang on! Though the first commercial is better than the second one, I love the girl in the second one. She delivers a punch.

GSS: 6. It's a little tricky here. So why always does a wife get angry and the husband has to woo her back? I find this stereotypical. Why not try the opposite?

GK: The premise of shopping as a means of appeasement and atonement has been used before. But this one clicks beautifully as it communicates ‘Endless Variety’ through ‘Endless Ways Out’. The execution is light, and just right.

GSS: 5

ALS: All misdemeanours of men would be forgiven by wives if allowed to engage in binge shopping!!! How stereotypical can we get? 

GSS: 4
 

PHS: I watched this ad once. One, because it's long. Two, because I got the point. Three, there is nothing to watch again. No repeat value except the song by Piyush Mishra. Performances are good. Music is great. That’s it. It fails to take viewer to an emotional level. The storyline is linear and there are no golden moments here. It begins on a good note and stays there.

GSS: 4. Why can’t it be the story of a girl? 

GK: Makes the world notice the work being done at the grassroots by the brand, with a humane story. 

GSS: 5

ALS: A confusing ad where the antagonism and disapproval of the father is unexplained.  

GSS: 5

PHS: I watched this ad twice. Not because I loved it but because I couldn’t believe this is a Cadbury ad! (pinch! Oh! Yes it is real!)

This makes me say that this is the loudest Cadbury ad I have ever seen! All the actors (even the kids) are hamming and every emotion in the ad is highlighted as if written in Arial Bold with Underline.
 
I don’t know what was the brief of the director to the actors but every actor is trying to overact without any conspicuous reason of doing so. No comments on the idea or script as there is none.
 
GSS: 5. Brothers are the driving force here.

GK: The poignancy of the plot is lost in the glitter and clutter of celebration. Perhaps intentional, but without the plot it leaves one with a “Haven’t we seen this before?” feeling.  

GSS: 5

ALS: Hmm...one of those traditional stereotypical ads focusing on a family celebrating together with women being silent in the background and men in the forefront. 

GSS: 5

PHS: I watched the ad once and got it. No, not the ad but the motive. So the brand here is trying to sail in two boats. Trying to ride the army bandwagon (as per the overall national sentiments) and exploiting the festive occasion, Diwali. I was just thinking that why can’t this be the story of a hostel between a junior and a senior. If as a plot army is used I would like to see a more relevant storyline and not a generic one with army as a backdrop.

GSS: 5. It's always good to see a girl in uniform. The creators chose the other way here.

GK: Takes the brand’s wonderful message from last year forward, while moving the scenarios from homes to workplaces.Makes you want to change something. Hopefully for Pepperfry, it will be furniture.

GSS: 6

ALS: An implausible ad...where do Service officers have the freedom to choose branded furniture for their homes and offices? The choice of army officers as protogonists appears forced. However, the tag line Kuch badal ke dekhiye has the potential to urge men to break the stereotypes. 

GSS: 6

PHS: I watched this ad twice. Because its different. Unique. Girls posing like Goddess Durga is a very strong visual. It's striking and effective. It's refreshing than those ‘girls looking into the camera’ ads. I wish the situations in the film would have been more edgy and fresh, which would have given the ‘Durga pose’ a sharper context.

GSS: 9. It's for the girls. Of the girls.Celebrates womanhood. 

GK: There is a Durga in every woman is such a powerful statement. Kudos to Orient for its bravery. The film reiterates that this inner Durga has to come to the fore for women to brave the world.

GSS: 8

ALS:  Good sweep of different working women indicating there is a Durga in each one of us who is struggling and fighting for our space, entitlements and rights. However the execution does not touch the heart of the viewers. 

GSS: 6

PHS: I watched this ad for 3/4 time as I guessed the ending. This makes me say that its a regular ad, with regular storyline, regular actors and regular direction. We regularly come across these kind of ads and these have become wallpapers now. They don't surprise you, they don’t  irritate you. They are just there. They come and go. What they do for the brand, I don’t know. 

GSS: 7. Story revolves around a girl (boys are not interested in parrots – another stereotype).

GK: Stays in the happy smiles zone, showcases the bike, oozes warmth of the bond between father and daughter. And then floors us with her decision to let the bird remain free. A beautiful, simple story.

GSS: 6

ALS: The ad depicts the bonding between the father and daughter and also speaks of the need to be free as seen through the eyes of the little girl. 

GSS: 6

PHS: I watched this ad till 29th second, when baby talks (supposedly) about – mother not worried when he drinks water from ‘machine with shiny lights’. There, the ad has lost me as a potential buyer. This is repulsive. Why make an innocent baby talk like a manufacturer! We should atleast spare babies from being the spokesperson and sales man. Will this ad convince a mother about buying a product? I doubt.

GSS: 10. Kids are beyond these issues. So a perfect score.

GK: Cute. It's hard to criticise this.  

GSS: 5

ALS: Is child's safety only a mother's concern? 

GSS: 4

PHS: I watched the ad twice. Because it's written nicely. The voice over is very well written and combined the product features with young generation’s terminology, beautifully. The casting is good and performances are natural. Overall an interesting piece of communication.

GSS: 8. Mother-daughter relationship is shown nicely.

GK: Perfect setting for the product pitch. And a lovely exchange between a specimen of the ‘social’ generation and her caring mother. 

GSS: 6

ALS: Captures the # obsessed generation and the tension between the mother and the daughter. Refreshing to see a mother waiting for a daughter to come home for dinner and not brat of a son. 

GSS: 6

 

Source:
Campaign India