Saturday, July 31, 2010

The Fun Gun !!!

A scientist and a philosopher were being chased by a hungry lion. The scientist made some quick calculations, he said “it's no good trying to outrun it, its catching up”.

The philosopher kept a little ahead and replied “I am not trying to outrun the lion, I am trying to outrun you !

Competition guys... run but have fun as well !!!!!!!!

Thursday, July 29, 2010

Expect the Unexpected...

The best of Adformula series....

If you can't write your idea on the back of my calling card, you don't have a clear idea. ~David Belasco

The client sold chocolates and candies...and was good in that...We ( My second agency which took me to Europe) handled the creatives and the going was smooth..they weren't a trouble making client ..No IKE 's.. no shocking surprises... no tantrums.. a dream client....

They came up with a new type of candy which would cause a "revolution" as per their brand manager ..It was as normal as any other candy form out side and when one starts eating but as you go in.. voilaaaaaaaaa it turns sour...funny...shocking.. and then slowly you start liking it...that unconventional taste of this new candy starts slowly tickling you, and by the time you finish it you fall in love with it......oooppppssss..... you even feel that all those sweet candies which you had been having all these years were bland and insipid.

The agency went celebrating...the product as described by the client ( for every crow and for even a crow, its baby would be the most charming, the most attractive thing in the world).. and before we guys could troop to the nearest bar for the success that was going to be ours ( the ad guys are bad guys---we celebrate the success that may come, will come , most likely come, shall come ,is coming, come, ohhhhh it didn't come...anything is a reason to celebrate..), the client gave the One liner that was what was going to be the brief....

Expect the unexpected...It said simply...

The brains cluttered together, confused, confessed and confined, astray and astute, wild and vivid, varied and voracious, vocal and vociferous....everyone thought thought and thought..but nothing evolved except crap and holy crap......

Finally the one evolved, did so from a junior client service guy who had just joined, who had an Egyptian father and a Danish mother ( he looked like Menses 2 the Pharaoh of Egypt..and we called him MUMMY...) it was some story which some one somewhere had told him which had this climax.....

It was simply stunning....

( to be continued)..................

Wednesday, July 28, 2010

creative spirits !

Kazakhstan based advertising agency GOOD decided to take a break from advertising, and have some fun. So they made these eye catching and mind boggling Bike helmets

They definitely made me look and smile! This comes mainly to those who sat in my session on 'creative spirits' and found that they lack something ....

Tuesday, July 27, 2010

selling Insurance with fun !

I love fun and particularly when fun can make the ad look watchable and great if it can sell the product.. here are two cases of fun and humour used well in insurance ads.. I am not sure about the selling part but sure it generates interest... see it !!!

Saturday, July 24, 2010

The Fun Gun !!!

Little Mary was not the best student in Sunday school.
Usually she slept through the class.

One day the teacher called on her while she was napping, "Tell me, Mary, who created the universe?"

When Mary didn't stir, little Johnny, a boy seated in the chair behind her, took a pin and jabbed her in the rear. "GOD ALMIGHTY!" shouted Mary and the teacher said, "Very good" and Marl fell back asleep.

A while later the teacher asked Mary "Who is our Lord and Saviour," But, Mary didn't even stir from her slumber. Once again, Johnny came to the rescue and stuck her again. 'JESUS CHRIST!" shouted Mary and the teacher said, "very good," and Mary fell back to sleep.

Then the teacher asked Mary a third question. "What did Eve say to Adam after she had her twenty-third child?" And again, Johnny jabbed her with the pin. This time Mary jumped up and shouted, "IF YOU STICK THAT F*****G THING IN ME ONE MORE TIME, I'LL BREAK IT IN HALF AND STICK IT UP YOUR ARSE!"

The teacher fainted !!!

Now the ad guys are like Mary... we always require a Johny to jab from behind if we should work...

Have fun guys... Week end has come again!!!

Thursday, July 22, 2010

Anchor toothpaste - cake and the teeth !

Amrit Maghera, the new face of Lakme is charming the way she is , even when she makes cakes with mehndi in her hands and with fun worn as an attitude.. no matter what made the cake so hard, this ad is fun to the fullest, hard to avoid and makes people turn their heads , sit and watch it and say 'hey that is funny'.....

Anchor has always grabbed my attention- not for the success stories in their kitty , that they have in any case, but for the audacity with which they faced the titans and gave them shivers, and the brave new venturing out to all new (unrelated) areas ( from electric wires and cables to tooth pastes..) with a big scorn at the basic fundas of business theory which talked about core competence and the like stuff.. The infamous ad wars with the mighty Colgate (with a 48% market share) and this guy with a 7 % share defying all rules and what the teachers teach in B school classes , stood tall and from tooth pastes ( whites and gel) slowly proceeding to make soaps (Dyna- Katrina kaif claims her beauty is a by product of Dyna) they amuse us till date...

It is not a perfect case of Marketing that needs to be emulated.. it had its own flips and flops ..Kajol endorsed Anchor toothpastes for a time period during 2008 and then disappeared..... It may soon come up with Anchor biscuits and cakes and shampoo and skin creams and yet get some market share in all this..( soon we can see a Khan or the other munching the cookies, Kareena saying my fairness is all thanks to Anchor etc etc..).. that is future , as of now see the ad again.. it is a hyperbole but am sure you will like it too !

For more of Anchor ads see here ... ....

Monday, July 19, 2010

Adfunda... Tease and Reveal !!!

Tease and reveal campaigns are nothing fresh. Traditional marketers have been implementing this type of campaign since the dawn of time, particularly in outdoor media and often in print….

The concept is a simple one: (For those who haven’t done it or experienced it before)

The tease phase raises the attention of an audience to a particular brand, service or product. Primarily this is achieved by giving away a little, but not too much about the product or brand… The imagery is often unbranded as it makes the consumer question what it is for and what brand it represents… the consumer curiosity is taken to a level where the consumer can no longer wait… Teasers comprises of a series of intriguing and some times confusing ads that are supposed to make people wriggle in inquisitiveness….

The reveal phase presents the product to the already raised wave of interest. This will theoretically result in an unrelenting and longer lasting importance and murmur around the product or service.

Teaser campaign works better in outdoor, as the number of registrations (or visibility) is more due to many touch points across outdoor formats; hence, it creating impact in consumers minds. Outdoor uses consumers’ dead time or free time, like while they are on the move, when their mind is free, and hence the relevance. A couple of registrations on the way to office or to shopping create curiosity, if the content is attention grabbing

This is a concept that is now applied to online marketing as well with people implementing it via Facebook and Twitter. In particular the Twitter platform allows clever marketers to drip small messages in only 140 characters and make people follow you for more..

Stolichnaya vodka case and the LG case can be taken as good cases for students of Marketing communication while to my mind the best Indian case is that of the Hutch ‘HI’ campaign when Hutch launched in Chennai … For me it was mind boggling and the tension that many people I knew went through those days of teasing was just awesome.. Hutch to Vodafone and years later this remains fresh still in my mind…

Union Bank of India’s brand transformation also employed an outdoor teaser campaign. (not every old one but really gold ) The teaser consisted of a three-step process, where the first ad displayed the old logo with a bird peeling off the top right corner of a hoarding just slightly…….. The second one was the same, but the top layer was peeled off a little more, revealing a portion of the new logo; while the third step showed the complete new logo…..

Idea cellular when in launched in Mumbai during August 2008, came up with an exciting outdoor teaser campaign, which showed people from different backgrounds and cities like a Bengali woman, a Canadian man, a Delhiite, etc all with corresponding lines on the creatives, like ‘Yeh Bengal ki hai, Mumbai ki nahin’, or ‘Yeh Canada ka hai, Mumbai ka nahin’. The reveal and launch campaign showed the same people with their Idea Cellular connections, smiling and saying, ‘Mera number Mumbai ka, toh main Mumbai ki’, and so on… I remember going around the city looking for more of such teasers when I saw one or two and wanted more…

Once upon a time, the entire city of Mumbai was plastered with the ‘V’ symbol. Now, at that time, a movie called Vijaypath was to hit the theaters, which starred Ajay Devgan and Tabu. Many thought it was promotions for that; but turned out it was for the launch of Channel [V] in India!.. Brilliant it was and still quoted in the ad circles…

I am not forgetting the Balbir Pasha ads or the Digen Varma (Frooti) ads..

However the problems associated with Teaser ads are not simple..

The plan is to cause intrigue plus the relevance that the teaser has in the context of the brand is very vital.. if you get it wrong it can be fatal….. In other words it can’t just be a gimmick that can boomerang….

When it is revealed it should be finally worth it.. the disclosure should not let people down, because after all, they have put in time and energy looking, investigating these teasers and trying to guess what it is. This is a huge risk and if the audience feels like some one who got a cheap , also ran treasure at the end of a one day treasure hunt, they may start hating you !!!

Timing is important for the launch of the TEASE and the launch of the REVEAL .. if you drag too much in hope of building up the intrigue, you may end up no where as the famous case of the DNA teaser campaign that ended up in courts of law.. DNA’s for its Mumbai launch in 2005 put up hoardings in Mumbai showing faces of people with their mouths pasted over by grey tape and the tagline, ‘Speak up: It’s in your DNA’… the tease went on when a series of advertisements appeared in all the Times group publications. These showed people peeling grey tapes off their mouths, with the tagline, ‘Speak up, it’s in your DNA - Maharashtra Times’.

Dirty ? I felt its smart hijack and it happens when you drag your feet with a teaser…

Saturday, July 17, 2010

The Fun Gun !!!

A very distinguished lady was on a plane ....

She found herself seated next to a nice priest whom she asked:

"Excuse me Father, could I ask a favor?"

"Of course my child, What can I do for you?"

"Here is the problem, I bought myself a new sophisticated hair
remover gadget for which I paid an enormous sum of money. I have
really gone over the declaration limits and I am worried that they
will confiscate it at customs. Do you think you could hide it under
your cassock?"

"Of course I could, my child, but you must realize that I can not

"You have such an honest face Father, I am sure they will not ask
you any questions", and she gave him the 'hair remover'.

The aircraft arrived at its destination. When the priest presented
himself to customs he was asked, "Father, do you have anything to

"From the top of my head to my sash, I have nothing to declare, my
son",he replied.

Finding this reply strange, the customs officer asked, "And from the
sash down, what do you have?"

The priest replied, "I have there a marvelous little instrument
designed for use by women, but which has never been used."

Breaking out in laughter, the customs officer said, "Go ahead Father.

smart indeed !! have fun folks.. the days of fun have come again !!!!

Tuesday, July 13, 2010

Scholz and friends - Ideas rule !

Scholz and friends call themselves the "orchestra of ideas"... the brand idea as the conductor and the agency as the orchestra, it creates beautiful music... this new gen agency which is very promising and living up to its promise on ideas works on four efficiency creators: Orchestration, Strategic Competence, Creative Excellence and an International Network to deliver what its brands do business with it for... going by this one ad that is an awesome creative, I guess the art of creative advertising is really growing... a look at this link in their website will tell us how each element of the marketing communication mix can and should gel to creative beautiful music.....

Credits :-

Title: Loewe: Swan Lake
Advertising Agency: Scholz & Friends Berlin, Germany
Creative Director: Matthias Spaetgens, Oliver Handlos
Art Director: Michael Schmidt
Copywriter: Caspar Heuss
Director: Reto Caffi
Production Company: Element E Filmproduktion GmbH
Post Production: Deli Pictures GmbH
Music Arrangement: Supreme Mus

Coca-Cola - History of Celebration

After the FIFA extravaganza that has put Africa into the lime light, sweeping away its worries in the ear breaking sounds of the vuvuzela and shocking predictions of an octopus, now it is time to revisit one commercial that captured the magic of soccer and that too across the ages.... No prizes for guessing and here it is....

The winning team (Spain) has gone back home and all the horn blows and pomp that made South Africa beam has died down... billions of fans around the world have experienced a spectacular sporting event and now many of those people will now for ever cherish experiences that brought the FIFA World Cup to life through visuals like this one......

The outlets in more than 160 countries, the music, interactive programs, on-site experiences and the FIFA World Cup Trophy Tour by Coca-Cola( which took the solid-gold symbol of football supremacy to 94 cities in 84 countries including 50 countries across the African continent. Nearly one million people had the opportunity to see the FIFA World Cup Trophy up close and have their photograph taken with the Trophy.) all made this association a grand and successful one for Coca-Cola...

The fact that the trophy tour is the largest experiential marketing tour ever undertaken by Coca-Cola itself shows the primacy that was attached to the event....

.... It seems this is one global brand leader who lived up to its position.....

"The global interactive marketing campaign in support of the Company's sponsorship of the landmark sporting event is an extension of the Coca-Cola brand platform "Open Happiness." says its officials site... The multi-faceted campaign, "the largest consumer program in the Company's history"(!!!) is believed to be successful in creating a brand connect with hundreds of millions of people around the world in the lead up to the tournament and during the finals.....

Released in more than 150 markets around the world and reaching number one on music charts in 17 countries and moving more than 800,000 download purchases this piece of communication is creating ( or has already created ) a wave.... The video has amassed more than 87 million views on You Tube and this talks about optimum usage of social media in brand that sounds awesome to me sitting in this corner of the world....

Now that this benchmark is set, event related experiential marketing is all set to score new heights...

Monday, July 12, 2010

Amul.. this time with PAUL....

By the Da cunha's this time using super star Paul ... nothing more to analyse as all is said !!!

Sunday, July 11, 2010

The Fun Gun !!!

After a young couple brought their new baby home, the wife suggested that her husband should try his hand at changing diapers.

"I'm busy,"
he said. "I'll do the next one."

The next time came around and she asked again. The husband narrowed his eyes as he looked at his wife.

"I didn't mean the next diaper. I meant the next baby."

Fleeing from the task is so dear a passion for most ad guys.. isnt it?

have fun people... its a week end again !

Friday, July 09, 2010

Microsoft XP - the unexpected experience...

As the tagline suggests, this 2006 ad gave unexpected experience to many people... shock and dismay for many, smiles for some... and need less to say the moral police were out with all the hell and fury ... but that is past... I rate it as a good ad.. especially for the climax...

Thursday, July 08, 2010

From me !!!

First a long vacation and now the struggles of settling down in a new JOB,,, adformula will come back, but gimme some time... Keep rocking !!!
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