Corelle
The ad says that
in order to demonstrate that Corelle Glass Dinnerware “is still as durable as
ever” the runway was greased. The ad shows a model fall and drops the Corelle
plate she was holding, but the plate does not break. This is one of oddest ads
I have ever seen. Are they using humour in the ad? By the look of the ads it
does not seem so, in fact it is a bit horrifying to see the lady fall suddenly.
Surely there are other ways to show the durability of the product.
Parachute Scalp Therapie
I think ad
filmmakers go a little overboard at times with postproduction to give ‘a look
and feel’ to an ad. The Parachute Scalp Therapie ad is one such example, I
think the postproduction part was a bit overdone especially the model was
worked upon to such an extent that she looks rather artificial – almost like an
avatar of herself.
Makemytrip.com
What you see in
this ad was actually shot in a restaurant in Hong Kong to get the right
ambience and feel, which may be true for the full version of the film but in
the shorter version of the film only the indoor part is shown one does not get
the feeling that the film was shot in a foreign location, it could well be any
Chinese restaurant anywhere; it is the shorter version one sees more often. What
I do not understand is why they had to give the ad a lemon yellow look, what
purpose has it served? Sometimes ad filmmakers overdo things at the post-production stage; I think it would have been better if they kept the normal
colour instead of the lemon yellow cast. The ad is quite funny and I like it
despite the lemon yellow look. Watch the TV commercial here.
Sonic branding -- Storyboard
Well, this is not
an ad I am commenting about but ‘Storyboard’
– the TV programme on CNBC has new signature tune, it is supposed to be ‘sonic
branding’. Now let me explain what it is supposed to mean. Sometime this summer
a section of an episode of Storyboard was devoted to sonic branding; the new
signature tune was introduced and it was explained that it was a new approach to
branding; just as visuals are used for branding, in this case it is sound (new
signature tune) that is being used for branding. It was claimed that it is a
new form of branding. To my mind this is totally incorrect or rather a false
claim. Sound in form of voices and music have been used for branding or for
creating brand identity for several decades, the composers of the new signature
tune for Storyboard are attempting to create an impression that it is a new
concept developed by them; it is actually old hat, only thing that is new is
the fancy name that they have given -- Sonic Branding. Take a look at the video
below and decide for yourself.
Frooti
In the year 2010
the Frooti campaign was the prank series where huge sized mangoes were
shown falling and tumbling to the utter surprise of the unsuspecting public and
in the 2011 we saw mango theme games, where adults are shown having fun. I was
hoping to see some innovative campaign in 2012 too; this year’s campaign uses
the theme of romance and is quite lacklustre in comparison. Perhaps this
campaign might get some mileage in south India since they have used a south
Indian actor.
See earlier posts on Frooti in this blog:
FrootiAdvertising Always Fresh and Juicy
Mango Frooti– Growing Up Part 1
Mango Frooti– Growing Up Part 2
Monster.com
After seeing the current TV commercial the impression I get is that
candidates who do not apply for jobs through Monster.com are highly
superstitious; though they are called for job interviews they are made to wait
but don’t get interviewed eventually, leave alone getting the job. Whereas the
candidate who applies through Monster.com gets the job straightaway, he does
not need to appear for any interview (the TVC does not show him getting
interviewed). Is this the message Monster.com wishes to convey in their TVC? I
really do not know for sure. Monster.com or any recruitment site can only
enable candidates to send their job applications to prospective employers, they
cannot guarantee that the candidate will be called for an interview, getting
selected for the job comes much later. The TVC clearly conveys that the candidate who
applies through Monster.com will get selected. Aah! If life was so easy…
Fanta
I would like conclude this post with a short comment on the Fanta ad -- Mann Uchhal Uchhal Jaaye which was on TV in 2012. I love the animation, the ad is quite entertaining, the fun aspect comes through beautifully and the cartoon characters are delightful.
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