Coca cola and its open happiness theme strikes again this time in an ad where a fancy world of insects steer a lot of imagination and in a team work opens a coke bottle and the viewers imagination… the ad is simple, fanciful to the core and keeping people sticky with its tackiness that the concept has generated.. Need less to say that it is brilliant ideation, buts cannot resist from saying that the fairy tale like touch made me look for a bottle of coke, after a long time …
I don’t bother about the other aspects of the ad but am just bothered about how striking it is… the “Peter and the wolf” music added to the charm and when finally the can opens , I could see an entire class opening their mouth and making the “aah” sound….
Three cheers to the team at Wieden+Kennedy ,the agency behind the work and the production house Psyop….
Credits…
Wieden+Kennedy team
Creative directors- Hal Curtis and Sheena Brady, Art director -James Moslander and Lee Jenings, Copywriter Marc- D’Avignon, Senior agency producer- Matt Hunnicutt.
Psyop team
Creative directors- Todd Mueller and Kylie Matulick, Director of photography-Stephen Blackman, Executive producer- Neysa Horsburgh, Live action producer- Michael Schlenker, VFX Supervisor/CG lead artist- Andrew Romatz, VFX supervisor/lead Flame artist -Thibault Debaveye, 2D supervisor -Lane Jolly, Animation lead -John Velazquez, Editor- Brett Nicoletti, VFX producer -Tina Chiang
Tail piece:-
TEACHER: Ram, how do you spell ‘crocodile?’
RAM: K-R-O-K-O-D-I-A-L’
TEACHER: No, that’s wrong
RAM: Maybe it is wrong, but you asked me how I spell it.
A lion met a tiger as they drank beside the pool. Said the tiger, "Tell me why you're roaring like a fool?" "That's not foolish" said the lion, with a twinkle in his eyes. "They call me the king of beasts because I advertise."
A rabbit heard them talking and ran to his home like a streak. He thought he'd try the lion's plan, but his roar was just a squeak.
A fox came to investigate and had great lunch when he got there. So, when you advertise, my friend, be sure you've got the goods to deliver!"
Samsonite tourister amused me with this ad, not because it is the best of creatives I have seen, not also because it would be voted hands down as one piece of an ad that is brilliant but because it does what it is intended to do.. Communicate the virtue of the product to the right people… virtue –durability and reliability as a rugged product and hence usable in long and tedious journeys and the audience- Mass with some class (the price is not that affordable to the mass in total)…
The ad positions the brand American tourister as one great survivor with the super 'Survive Mumbai, Survive the World' … Any one who has ever traveled in a Mumbai local would have experienced the melee and have felt how tough it is to survive (not for Mumbaikars though, because for him this is a regular stuff -commuters playing cards, urchin’s singing, eunuch’s who hang around and hang on to you and hangers in the compartment, commuters shoving and pushing each other with no sense of remorse and the regulars who hang by the door as if it is their birth right….I agree that it most locals wouldn’t go in a Mumbai local train with that kind of a luggage but a tourist could …..
The company's high-end Samsonite range, which is priced in the range of Rs 5,000-25,000, is quite expensive for the middle-class, (which essentially drives the volumes) which instead depends on the fake products which sell cheaper . It is this gap that the company wanted to fill with the American Tourister line, which is priced in the range of Rs 1,000-5,000… I guess the Gap Of Thought is clear and there is a vaccum… the Ad does its job fairly well now we have to wait and watch how the product does in the actual market place…. Together with such decent communication ( decent because it has developed a different positioning , a fairly appreciable, long livable property/idea which is quite extendable to other cities and places as well), and a performing product ( hoping that it would)the goal of lashing brand salience and steadfastly establishing the brand as a maker of reliable luggage will not be impossible .
As of now its a good job folks !!!!
Credits:-
Client: American Tourister Agency: Contract Advertising Chief creative officer: Ravi Deshpande Copywriter: Ravi Deshpande and Malobi Dasgupta Art Director: Ravi Deshpande Director:Jeff Balsmeyer Production House:Far Productions (Jeet Surendranath) Post Production: Prime Focus
IBS is hosting an annual seminar on "Industry expectations from B schools and its graduates" and I am in the midst of that bedlam ... Hope to return to blogging from Monday next !!!
On their 40th wedding anniversary and during the banquet celebrating it, Tom was asked to give his friends a brief account of the benefits of a marriage of such long duration.
"Tell us Tom, just what is it you have learned from all those wonderful years with your wife?"
Tom responds, "Well, I've learned that marriage is the best teacher of all. It teaches you loyalty, forbearance, meekness, self-restraint, forgiveness --and a great many other qualities you wouldn't have needed if you'd stayed single."
Agencies and clients would agree to this point I guess !!!
