Park Avenue has launched a new TV commercial for its range of body deodorants.
The TVC, conceptualised and executed by Publicis Ambience, takes a fresh look at the female magnet factor amongst deodarants ads, but provides an interesting twist towards the end.
The film opens with a shot of a man entering an office party in a lounge bar only to find everyone blissfully unaware and unacknowledging of his presence. A woman he's set his eyes on continues to ignore him, despite his imploring looks. That's when he decides to freshen up and sprays Park Avenue deodorant all over his body. The world around him in the lounge bar changes dramatically after this - he is seen confidently walking up to the woman he's set his eyes set on, while everybody else around him appears headless, almost irrelevant to his scheme of things. The woman ackowledges his presence and the man gets her attention.
View TVC here
Commenting on the campaign, Prasanna Sankhe, national creative director, Publicis Ambience said, "This is one of those rare cases where the strategy and creative that we presented at the pitch was so spot on and found such a deep resonance with the client and their business needs that we ended up making that as our final film on air. Given the well-defined area of the end users being mainly corporate users, we tried giving the concept a little after-office party feel to make the idea fresher to the target audience, rather than a boring office setting. Of course knowing the brands communication history, we added a little twist that would make the commercial refreshing and relevant to today's highly competitive corporate world."
Shahrukh Irani, creative director, Publicis Ambience said, "The main objective of our commercial was to create a very premium imagery. The film was technically very challenging as in effect the SFX of the film was going to be the 'real hero' of the film."
Rakesh Hinduja, associate vice president, Publicis Ambience added, "Park Avenue Deo is a strong example of an excellent client brief, which helped us, as communication partners, have complete clarity of the brand and win the JK Helene Curtis business at the start of this year. The difference achieved is self-explanatory. Park Avenue deo attempts here to separate the men from the boys. While the rest of the deo category continues talking to the college goers, Park Avenue Deo is participating in a conversation about ‘standing apart in the corporate world’."
Agency: Publicis Ambience
National creative directors: Prasanna Sankhe, Ashish Khazanchi
Creative team: Prasanna Sankhe, Shahrukh Irani
Accout management: Rakesh Hinduja, Devidas Rao
Production House: Lemon Yellow Films
Director: Vinod P Vijay