Footloose gives ‘life lessons’ to youth in new campaign

WATCH the campaign created by Ogilvy & Mather for Footloose bags

Jul 21, 2011 02:37:00 PM | Video | Jagadeesh Krishnamurthy Share - Share to Facebook



Ogilvy & Mather has created a campaign titled ‘Life Lessons’ using Footloose bags to share handy advice on topics relevant to the youth. The character of the professor comes up with new ideas and demonstrations each time and delivers his advice in a funny manner. Four films have been released as part of the campaign. 
Watch the films:
Life Lessons 2:

Life Lessons 3:

Life Lessons 4:

Talking about the campaign, Kainaz Karmakar, senior creative director, Ogilvy & Mather said, “The elderly professor imparting unconventional wisdom to the youth is what the campaign is about. Each film begins with a little dance done by the professor, establishing his character to be friendly and fun. It sets the tone for his funny teachings that follow.”
Harshad Rajadhyaksha, senior creative director, Ogilvy & Mather, added, “It's very difficult to claim some space in the mind of the youth. So the task was to write and cast a guy who could break through the clutter and get their eyeballs, for viewing and repeat viewing.”
In the first TVC, the professor is showcasing a Footloose expandable bag. He explains that now boys don’t need to be worried about meeting their girlfriend’s daddy as this bag can accommodate hundreds of achievement certificates. In another TVC, he uses the ‘lady students’ to carry an empty perfume bottle filled with their grandmother’s homemade chilly powder and elaborates on the benefits. In the next TVC of this sequel, the professor demonstrates a Footloose backpack and how it is useful for carrying unique utilities during camping. There is also a discount TVC, where the Professor tells young men how a Footloose bag can result in interesting compliments.
Creative Agency: Ogilvy & Mather
Brand: Footloose 
National creative director: Abhijit Avasthi 
Senior creative directors: Harshad Rajadyaksha, Kainaz Karmkar
Copy: Kainaz Karmakar and Harshad Rajadhyaksha
Art: Harshad Rajadhyaksha and Ashok Karkala
Account management: Sonali Sehgal (senior vice president), Samta Datta (management supervisor)
Planning: Aditya Jaishankar
Production house: Working I films
Director: Nishant Goyal 
Agency producer: Vinod
Post-production studio: Pixion



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