THE TOP FIVE TV COMMERCIALS FOR THE FORTNIGHT - The Idiot Box!
The following points are the deciding criteria for selecting and short-listing the winning TVCs: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus; reward to prospects; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ending March 10, 2011
Fevicol
Baseline: Fevicol, the ultimate adhesive
Agency: Ogilvy India
Description: The TVC opens on a hilly road where a newlywed couple is traveling in a mini truck. Every time the duo tries to get cozy, they are interrupted by a cyclist right behind their tail. After several attempts of ditching this unwanted intruder, the husband gets irritated and takes a steep road; but to his surprise discovers that the cyclist still hasn’t budged. He finally gives up; and the TVC ends with a rear view of the truck which is loaded with Fevicol containers.
4Ps Take: There are two things that Fevicol does best – manufacturing superior adhesives; and conceptualising commercials that have the potential of tickling the funny bones of even those who can’t appreciate humour. The current ad is no exception. Backed by a powerful idea and flawless execution, the creative succeeds in sticking adhesive where it matters the most, the prospect’s mind!
Vodafone
Baseline: Faster. Smarter. Better.
Agency: Ogilvy India
Description: A Zoozoo walks into a phone booth and comes out transformed into a Super Zoozoo. He takes off into the sky and proceeds to perform his superhero antics – rescuing a damsel Zoozoo from a bolt of lightning, saving another from a collapsing building while romancing her at the same time, and running faster than a speeding bullet to stop it before it hits someone. Finally, he spins the earth around its axis before flying off, as the screen reads: “Faster. Smarter. Better. Vodafone 3G is here.”
4Ps Take: If you loved Zoozoos (which in all probability you did), then you’ll love this one better. We’d say there can be no better way to introduce 3G services than a super Zoozoo which represents the metaphorical super benefits of a 3G connection. Fantastically supercilious! (Did we get it right?)
Fevicol
Baseline: Fevicol, the ultimate adhesive
Agency: Ogilvy India
Description: The TVC opens on a hilly road where a newlywed couple is traveling in a mini truck. Every time the duo tries to get cozy, they are interrupted by a cyclist right behind their tail. After several attempts of ditching this unwanted intruder, the husband gets irritated and takes a steep road; but to his surprise discovers that the cyclist still hasn’t budged. He finally gives up; and the TVC ends with a rear view of the truck which is loaded with Fevicol containers.
4Ps Take: There are two things that Fevicol does best – manufacturing superior adhesives; and conceptualising commercials that have the potential of tickling the funny bones of even those who can’t appreciate humour. The current ad is no exception. Backed by a powerful idea and flawless execution, the creative succeeds in sticking adhesive where it matters the most, the prospect’s mind!
Vodafone
Baseline: Faster. Smarter. Better.
Agency: Ogilvy India
Description: A Zoozoo walks into a phone booth and comes out transformed into a Super Zoozoo. He takes off into the sky and proceeds to perform his superhero antics – rescuing a damsel Zoozoo from a bolt of lightning, saving another from a collapsing building while romancing her at the same time, and running faster than a speeding bullet to stop it before it hits someone. Finally, he spins the earth around its axis before flying off, as the screen reads: “Faster. Smarter. Better. Vodafone 3G is here.”
4Ps Take: If you loved Zoozoos (which in all probability you did), then you’ll love this one better. We’d say there can be no better way to introduce 3G services than a super Zoozoo which represents the metaphorical super benefits of a 3G connection. Fantastically supercilious! (Did we get it right?)
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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