You are on page 1of 33

Analysis of select television

commercials based on
persuasion techniques
employed.

Supervised by:

Mr. Prem Kumar

Prepared by:

Mayank Katoch C31 Pawan Aggarwal D28

Ajay Pal Singh D02 Richa Kedia D36

Alok Wadhan D03 Sohini Patel D43

Mohd Mohsin Islam D18 Stuti Garg D 44

Nilakshi Goel D25 Vijayendra Singh Pathania D51


Advertisements selected and classified as per persuasion
techniques:

Raising Sustain Narrativ Fear, guilt Fantasy, Consisten Memory


awarene interest e and escape cy, and
ss to win insecurity and familiarity action
consent nostalgi and
a authority

Sony Titan- be Pond’s- Adidas- Bajaj- Maruti Airtel


BRAVIA born chopra Lomu Avenger Suzuki
again saif

Visit Carlton Intel - I Naukari.co TOI- SONY Raymon


Indonesi Draught 486 m-Hari hockey ds
a Sadu player

Commercial: Name calling-Naukri.com


(2005)

Tagline: Guess who just heard


from us?

Ad Agency: FCB Ulka

Overview: Fear, guilt and insecurity

The advertisement starts with an employee trying to show the reports to his
boss. But the boss reacts to him in a very unpleasant and rude behavior by
smashing his reports away without even looking at them.

During all this another employee is seen serving the boss with tea. The look
and the body language of the other employee clearly depicts that he is timid
person.

As soon as the boss throws away the reports a female employee (who may
be a secretary) enters in and informs his boss to take the call to book for
hotel reservations. The boss takes the call and asks to book table for two on
the pool side. The person on the line asks for his name. He speaks out his
name, “Hari Sadu”. But the person on the line cannot make out his name.
Seeing all this, first employee (whose reports were thrown away by Hari
Sadu) asks his boss whether he can help him out in clarifying his name. On
getting the nod he begins to tell the name by breaking the word into
alphabets and describing each and every alphabet by the word so that
person on line can comprehend it easily. Now here comes the point where
the real humor takes place. He calls out his name as; H for Hitler, A for
Arrogant, R for Rascal and I for Idiot. In between comes the slogan – “guess
who’s just heard from us?” followed by the naukri.com symbol.

On seeing such a confidence in him of having all the guts to speak out the
name of the boss in an insulting manner, the other employee ( who was
serving the tea ) also carries himself altogether with a mixed sense of
confidence and nervousness and helps the first one to speak out Sadu,
beginning with S for shameless.

User imagery

The advertisement is setup in an office environment. The whole dialogue


takes place in an office room. There are two young employees and a rude
boss shown in the advertisement. All the people forming the youth segment
can easily identify themselves with these two persons in some way or the
other. The boss shown here is totally arrogant and rude which is more of a
fictitious thing but adds a content of humor to the whole advertisement.

Execution

The most effective and appealing feature of the whole advertisement is its
setting in an office room. The advertisement relates to naukri.com, the job
search portal. So this is the best of the ideas one can get to enact an
incident between an employee and his boss in an office room.
The name Hari Sadu is in itself a very unique name where we can imagine
and perceive such person to carry a negative attitude. His behavior though
rude keeps the viewers attached to it because it also forms the humorous
part of the whole advertisement.

The commercial within a span of 30 to 35 seconds shows the whole story of


the rude behavior of the boss and how the employee fights back by
offending him through speaking out his name in an insulting manner on the
phone.

The best part of the whole advertisement is at the closing of the


advertisement when the employee who was serving tea to the boss in a
timid way, gains confidence as a result of positive, morale boosting impact
which he gets watching the first employee.

Appeal

The advertisement is very appealing, especially for the youth of India. It


instills the current as well as prospective employees with the idea that there
is no need to get scared by authoritative and the overpowering environment
of the organizations. Naukri.com is always by your side as far as good job is
concerned.

It is an excellent commercial which speaks out clearly what it wants to


convey to its target segment viewers. The advertisement projects the service
in a precise and hilarious manner which is very appealing. In a span of a
minute the advertisement conveys its whole message very effectively.
Commercial: Jonah Lomu- Impossible is Nothing-Adidas

Tag line: Impossible is Nothing

Ad Agency: 180 Amsterdam and TBWA

Overview: Fear, guilt and insecurity

Part of the year long and most expensive ($ 50 million) advertisement


campaign undertaken by the company ever in 2004, in this one minute
commercial rugby’s true contemporary hero Jonah Lomu shares the mental
trauma caused by a seemingly career ending injury and how he overcame it.
The advertisement allows viewers a glimpse of Lomu’s life not at the
pinnacle or finishing point but at a very crucial point along the journey. The
commercial reinforces a sense of supreme self belief- motivates the viewer
to confront the impossible in his life and Adidas wants to be the shirt or shoe
the viewer is wearing when he performs his impossible.

Appeal:

The one minute ad is charged with a lot of emotions such as fear, anxiety,
sympathy, self belief, motivation and aspiration for achievements. After
viewing the ad one gets to know the human side of professional athletes and
their hopes and fears. The commercial has an inspirational theme
throughout. The message is universal as every one of us has at some point
of time been faced by social, personal or biological impediments or barriers
and we can find a way through by believing in ourselves.

Execution:

The objective of Impossible is Nothing campaign was to position Adidas as


the most inspirational and motivational sports apparel brand. For this
campaign Adidas chose 22 world class athletes from different sports-
Mohammed Ali, Zinedine Zidane, Yelena Isinbaveya, Sachin Tendulkar,
Gilbert Arenas etc. and got them to share their lives at a rather pivotal point
in their journey to success and fame and not at the finish line itself.
The Lomu spot was executed in an art studio where Jonah was given art and
drawing material to create his own story on a board. The drawings were then
converted to CGI and his own frank and humble voice over added to the
brilliant execution. Subtle use of colors and background music is also
commendable. Neither of these super impose on the actual message.

User Imagery:

Jonah Lomu despite being a charismatic person on a rugby pitch is presented


as a common man having a humble appearance. The voice over content
used to influence viewers is also kept very simple yet inspiring. There is no
use of flashy colors or music. A simple guitar strumming is played throughout
the advertisement. Another part of user imagery that makes the ad
compelling is the use of his own hand drawn animation of his impossible
situation.
Commercial: BRAVIA “Balls” (2005)

Tagline: Color like no other

Ad Agency: Fallon

Overview: Raising Awareness

The Balls commercial served as an ideal launch pad for Sony’s Bravia LCD TV
range in 2005. The commercial, brilliantly conceived and impeccably
executed by Fallon (U.K), features 2,50,000 different colored crazy balls
cascading down the streets of San Francisco. Playing in the background is an
absolute melody- Heartbeats by Jose Gonzalez. The acoustic versioned song
seems to carry the audience in a state of self induced trance. The
commercial ends with the swarm of balls rolling down into main city and the
shot fades into the tagline-“color like no other with a picture of Bravia LCD”

Contrary to the conventional practice of focusing on functional attributes in


advertising a new t.v, Fallon, to their credit, chose to lay emphasis on the
emotional aspect instead. In doing so, however, the ad agency maintained
colors-the most essential criteria, as the central theme. The commercial has
used an almost perfect blend of visual and aural cues in creating a truly
remarkable piece of advertisement.
Appeal:

The advertisement touches the emotional side of viewers. The idea behind
the commercial is that real colors can make a person experience and exude
emotions like love, warmth, care etc and the tagline- color like no other is a
claim in itself by Sony that alludes to the unmatchable picture quality of
Bravia LCD range. The cascading swarm of different colored crazy balls
backed by Heartbeats song signifies a crescendo, a wave of emotions that is
about to sweep the viewer of his feet amidst the empty streets that evince
the dullness and banality in his life brought about by lack of colors
(seemingly from low quality televisions).

Execution:

The advertisement had the objective of garnering familiarity of Bravia LCD


among viewers but with a difference. In doing so, the agency adopted a
different approach. By influencing the emotional aspect with the help of
some great camera work and background music, this particular commercial
registered 10 million hits on various websites in the first month of its launch.
The advertisement was shot in San Francisco in 2004-05 and required
250000 crazy balls being catapulted onto the empty streets. The
advertisement was premiered in U.K at Old Trafford, Manchester, during a
Premier League match between Manchester United and Chelsea. The
enormity of the event leveraged the publicity and awareness of Bravia. Thus
the advertisement was successful in its execution.

User Imagery:

As the focus is on colors, there is prolific use of different colored balls. User
imagery does not involve showing a particular type of person. However, the
choice of location i.e an ordinary street in San Francisco hints towards
familiarity.
Commercial: Visit Indonesia – 2008

Tagline: Celebrating 100 years of nation’s awakening

Ad Agency:

Overview

In this advertisement country is depicted as a brand in itself.

The government of Indonesia commenced visit Indonesia advertisement


campaign in the year 2008 to celebrate 100 years of nations awakening and
with a motive of attracting a huge number of tourists in this year through
this advertisement.

The advertisement starts in a very beautiful manner with scenic visuals of all
equatorial natural beauty of an island country. In the background a very
sweet voice of a girl is played who speaks out in very appealing phrases that
why should we visit Indonesia.
The whole advertisement which is of approximately one minute compiles in
itself various visuals showing the diversity of experience the tourist will get
on his trip to Indonesia.

The advertisement begins with an Indonesian girl saying that – in our


tradition when butterflies come it is the sign that special ones will arrive.
After some more visuals the voice again plays and says that – we always
greet special people like you, because your coming is our happiness. Then
she says – be ready to experience the beautiful journey. In the end she says
– it is time to visit Indonesia.

User imagery

The advertisements sole purpose here is to attract as many tourists as


possible in Indonesia to give a boost to its tourism industry.

The whole advertisement comprises of different visuals showing the most


aesthetic places in Indonesia. The advertisement does not only lay
importance upon the traditions and cultures of the country but also shows
how modern it is by featuring the visuals of night life, cities, parties, resorts,
adventure sports etc. in this way it tries to capture every segment of people
from young to old, from tourists who look for exploring cultures and
traditions to that of looking out for adventure sports and also targets the
people who look out for an exciting night life and are fashion conscious.

So in all placing the country as a brand it tries to capture as many segments


as possible.

Execution

The whole advertisement is placed in a very mannerly and beautiful way with
a very sweet voice of a little Indonesian girl which is played on the
background.
The girl in the advertisement describes the tourists as butterflies. She says
that when butterflies come it signifies that special ones will arrive (the
tourist). So relating the butterflies with tourists and how their coming makes
them happy gives the advertisement an emotional bent thereby creating a
liking for it.

The advertisement shows many beautiful places of Indonesia. A very


important thing to be noticed is that the butterfly is shown flying in many of
these places depicting what our presence will make them feel like.

Thus the advertisement is very well executed with a wonderful music which
is a mix of their traditional and modern music and the featuring of girl
describing what visiting Indonesia will be like for us and how the people of
Indonesia will feel when we visit their country.

Appeal

There is a touch of innocence in this advertisement. The girl, her voice and
the butterfly has played a very important role in this advertisement which
can effectively persuade people to visit Indonesia by striking on a very
important note in this advertisement that how our visiting Indonesia will
make them happy.

Though some viewers of this advertisement may not give much heed to the
concept of butterfly and the girl but still all the featured visuals in the
advertisement clearly show that it is a place which can fulfill the desires of
the tourist by providing them with aesthetic locations, adventure and an
exciting night life. Thus it shows that Indonesia is a place which will enthrall
every segment of diverse tourist base.
Commercial: Times of India (2005)

Tagline: A Day in the Life of India

Ad Agency: Leo Burnett

Overview

Prakash Mirajkar gets selected into the National Hockey Team and that
sparks off wild celebrations among his friends and family. His mother takes
the news of her son getting selected to her old father-in-law. Her father in
law, who is very old at first looks blank. With the old broken glasses he is not
able comprehend that what is the reason for joy.

He take the paper in an old storeroom and takes out a yellowed Times of
India page which says he was dropped from the National Hockey team and
tears mist his eyes. Then he sees a crisp new TOI page announcing the
selection of his grandson. He smiles and eventually starts dancing.
Fantasy, escape and nostalgia

This advertisement on “Times of India” newspaper tries to explain to us two


things:

It reveals that TOI has always been a part of our lives: in sorrow and joy, in
pleasure, laughter and in disappointments and tears. It has been there in the
lives of our grandparents, it is an integral part of our lives and even the
future will see this paper evolve and meet the news needs of future
generations. Thus it forms the pervasive part of the ongoing process of our
life.

It also shows how fickle public memory is and how this paper keeps us tied
to some of the most vital moments of our lives. Today a former national
player is sitting crippled and no one bothers about him. Only TOI was there
to share his grief. It makes a viewer wonder how long even this joyous
moment for the new player will last given the pathetic condition of Hockey in
India.

Thus it conveys the fact and tries to speak out that long live the TOI for
staying with us, now and forever.
Commercial: Bajaj Avenger (2005)

Tagline: Feel like god

Ad Agency: Lowe

Overview

The advertisement starts with a stud on the road driving a cruiser bike. While
the guy is riding the bike all the critical incidents of his life flash through his
mind. The guy unperturbed by all the incidents callously let the flashes
carrying the negative emotions go by with a smile and simply enjoys the
spirit and the pleasure which he gets out of riding the Bajaj avenger.

Fantasy, escape and nostalgia -

The ad reflects the carefree attitude of the biker and the personality of the
bike. Then come the visuals which capture the beautiful essence of the
backdrop environment. The magnificent mountains form the perfect
backdrop for what seems to be a journey to celebrate hard-won
contentment. The black and white scenes interspersed in between show
scenes from the biker’s life, pivotal scenes that may have been turning
points, from his father lashing out at him, to his boss firing him, his girlfriend
marrying someone else and his barber giving a cut on his upper lip while
giving him a shave. The expressions on the biker’s face are a class act, what
with the whole attitude and personality of the bike reflecting perfectly on his
face with every smile, snicker, and raise of an eyebrow.

To put things into perspective – i.e. these events, which would be painful for
anyone, are things which could happen in anyone’s life. So it’s something
that anybody could relate to. The advertisement implying that in spite of all
these depressing events, getting on the bike and riding it was enough to
make you forget and forgive all that happened to you - it felt like heaven..
Feel like God.

It evokes - a feeling of boldness, an attitude of confidence, the belief that


whatever Life throws your way, it can be melded into your character to make
you stronger, better, and happier.
Commercial: Maruti Suzuki (2008)

Tagline: India comes home in a Maruti Suzuki

Ad Agency: Capital Advertising

Overview

A Grand Vitara pulls up in front of the airport. A young girl excitedly gets out
of the car to greet her father. Her father runs to get behind the wheel and
asks his daughter to sit in the passenger seat.
The scene shifts to a young couple in a Wagon R driving along the Kerala
backwaters to meet their parents.

Elsewhere, an angry father waits for his daughter to come home from a late
night out. The girl is dropped home by her boyfriend in a red Swift.
Infuriated, the parents wrangle with their daughter. Before she can respond,
her companion comes out of the car and introduces himself to the girl’s
parents and is welcomed into their home.

Next, an army officer gets ready to leave his base to go home. He bids his
peers goodbye and sets off in a Gypsy.

Following that, a young lad waits for a lift on the highway. Just as he kicks
the ground in frustration, he spots a red Maruti Swift cruising on the
highway. He smiles to himself and pulls out a placard that reads “Need to be
home for Diwali”. The driver of the car stops and the youngster hops in.

The film closes with a shot of the car driving away and the voice over says:
India comes home in a Maruti Suzuki.

Interpretation

Consistency, familiarity and authority:

Maruti has received its new signature tune. The idea behind the signature
tune is to have a common linkage across Maruti offerings, such that one
should hear it and immediately associate Maruti with it.

Maruti has a number of achievements, including a market share of over 50


per cent, not to mention the fact that over the last 8 years they have been
consistently been rated first in J D Power’s customer satisfaction survey,
despite their large customer base.
The advertisement has
consistency in the sense that it
instills the idea of a true
Indian car reaching out to
people as the most reliable one
which can be counted upon in
any situation.

No details related to the cars have been described in this advertisement


because over the years Maruti Suzuki has proved itself to be a car which
carries credibility, sustainability, familiarity and trust.

This advertisement clearly seeks authority by sheer dominancy by laying


down the point thar “India comes home in a Maruti.

Commercial: Sony

Tagline: Feel like no other

Ad Agency: Fallon

Overview: Consistency, familiarity and authority.


This commercial is an example of corporate advertisement. The
advertisement begins with a file of robots walking through a city. The techno
pop background music adds to the robotic feel of the ad. The robots walk
past across humans who are into their routine activities. Some people are
engaged with their Sony gadgets such as PSP (Play Station Portable), VAIO,
digital cameras and cam corders. Only people with a Sony gadget catch the
eyes of robots. The robots look amazed. One robots then boards a train
where a young girl is plugged into her mobile music. She takes out one ear
piece of her pear phones and plugs it into the left ear of the robot. The
techno music stops momentarily and the root transforms into a human as
the music begins with a noticeable extra beat. The ad ends with the words-
feel like no other.

Appeal:

The appeal of the ad is again emotional. The commercial focuses on the


human side of technology that can transform a robot into a living being-
man. Sony also boasts its repertoire of extremely popular gadgets such as
PSP, digital cameras and VAIO in the commercial. The fact that even a robot
can be made to feel emotions through music on a Sony player alludes to the
matchless quality that Sony incorporates in its products.

Execution:

The advertisement clearly demonstrates the power and feel of Sony. Another
aspect relates to Sony’s reputation as a leader in designing robots.

User Imagery:

The robots have been shot in real time. The overall user imagery relates to
youth as we see young men and women occupied with their VAIO, PSP,
camcorders etc. Moreover, the girl in the metro train also appears to be like
girl next door who often commutes in a metro. So the youth can easily
identify themselves with the kind of user
imagery projected in the
commercial.

Commercial: Intel inside i486

Tagline: Intel-the computer inside

Ad Agency: Inhouse

Overview: -
This adv. states that in order to run all your software fast you need to look
for an Intel Inside symbol on purchase of your next computer. It says that the
computer is a real power source from inside just like an upgradeable Intel
i486 micro- processor. So just load and power your pc with it and run all your
softwares at light speed with Intel your computer inside.

Interpretation: Narrative Technique

User Imagery

The ad has been targeted towards people from all fields engaged in the
usage of computers be it:-

(1) The industrial people engaged in business of chips, processors etc.

(2) IT professionals.

(3) Young students.

(4) Managers & Professionals at various levels.

(5) Tech Savvy people.

And lastly not to mention an exhaustive list of people from various other
fields who have a buoyant urge to redefine their pc’s, computer notebooks,
laptops & desktops with new processing power so as to accomplish their
tasks at a much higher pace efficiently and effectively so that the best
possible results are achieved and in the process ensuring that while doing so
minimal battery life is used.

Appeal

Intel processors have been a pillar of trust, utility & timeless execution at all
fronts. General public has reposited its faith in Intel processors which from
every generation have gone from strength to strength in terms of efficiency
& processing. The Intel processors with their lightning speed have taught
people not to fear but to love technology and be able to work virtually with
speed, clarity, and security. Intel has thus invited people to a platform
wherein they can join in and celebrate the virtual creativity of life from
home.

Execution

The ad though has been brilliantly executed with video imagery, Graphical
features to go along with a creative bent attached to it but still there are
certain flaws in it naming a few like:-

(1)The processor is not in the socket.


(2)The computer is still running with one of the ATX (Advanced
Technology Extended) power connector being off.
(3)With CPU having no cooling mechanism inside the very argument of
running softwares at lightning speed is defeated as it would result in
overheating of the computer.
(4)The whole structure looks bulky.
Commercial: Kabhi Kabhi Pyar Mein (2008)

Tagline: Pure white or pinkish white…


you choose.

Ad Agency: Ogilvy & Mather

Overview:

The ad follows a narrative style of drawing


the viewers’ interest. As the title suggests, Priyanka, Saif have fallen out with
each other but Priyanka still longs for Saif. He on the other hand has found
new love in Neha Dhupia. The commercial carries out the plot in 5 episodes,
each unfolding a new development yet not revealing anything beyond. Such
style of story telling keeps the viewers on its hooks. The protagonist of the
story based commercial is shown using Ponds white beauty cream that along
with imparting beauty helps her gain confidence to move on in life. Yet in the
final shot the ex lovers are brought together by an act of destiny.

Interpretation: Narrative Technique

Appeal:

The appeal targets the emotional aspect of human mind as well as focuses
on the functional attributes of the product. The plot depicts a typical Indian
filmy situation. Two lovers after falling out with each other are brought back
together and rekindle a lovely past relation. The appeal further penetrates
into the viewer’s psyche as two very famous actors play the lead in the
commercial. Indians far too often relate far too easily with film celebrities.
The ad reinforces this phenomenon.

Execution:

Use of dull colors in the background gives the commercial the desired
gloomy feel. Abstaining from voice over from any of the actors is another
commendable feat. Voice over is incorporated only while propagating the
functional aspect of the product. The idea that life comes full circle can be
comprehended easily at the end of the final episode of the commercial. It
typically ends in a happy ending.

User Imagery:

Using Saif and Priyanka as lead actors for the commercial makes the ad all
the more relatable to the viewers. These actors have huge fan following, so
that gives the commercial an added advantage as persuasion then becomes
relatively easy. The story line or the plot is also based on a common
situation- one of misunderstanding and turmoil in a relationship. So it
becomes easy for people or potential users to associate with the
advertisement.
Commercial: Raymonds

Tagline: Raymond the complete


man

Ad Agency: BBDO

Overview

The ad actually is a recall b/w 2 scenes i.e. black & white scene wherein an
old professor goes to attend the marriage of one of his old student & tries to
identify his student from amongst the guests. But the student suddenly
catches a glimpse of him and is suddenly remembered of the the old
memory when he along with his classmates gave piece of Raymond cloth as
a farewell to their professor while he was leaving the school. In the
meantime the professor has a regretful look of not being able to identify his
student from among the guests along with another flashback memory of his
same student holding a poster in his hand starts pondering over. In the
meantime his student calls his wife over who is talking to guests and as soon
as they approach towards the professor he immediately is surprised by him
being identified by them. The student tells his wife about him and both of
them bend down to touch his feet. The professor blesses them and touches
his student’s suit that is of Raymond displaying a sense of essence and
heavenly experience and presents a gift & starts talking to his student’s wife
congratulating her. In the meantime the student calls all his batchmates over
and they all take a group photograph with the professor.

User Imagery

The ad clearly focuses its attention on the segment comprising of people


from all walks of life be it young, middle aged (or) old.
Appeal

The ad clearly has a distinct appeal that is class apart because the kind of
respect it generates is a hallmark in it being successful in the connection of 2
different individuals of different ages but only one thing in common i.e.
Raymond’s being the only point of similarity clearly speaks all about what it
actually stands for. The ad clearly has a lasting impact on the general public
as they associate themselves with the ad and follow a similar pattern.

Execution

The ad has been very well executed mainly due to the following reasons:-

(1) Sense of Respect.


(2) Emotional Touch.
(3) Strong Bond of Relationships.
(4) A touch of heavenly essence.

Apart from all the above mentioned points the ad has been successful in
displaying a very soothing touch to the whole scene. Raymond’s truly
indeed is a mark of a ‘COMPLETE MAN’ displaying all traits what a man
experiences and can be after wearing it.
Commercial: Airtel

Tagline: Express yourself

Ad Agency: Rediffusion DY&R

Overview: The ad shows different scenes of life like love, hatred and
violence, emotional distance, silence, inspirational sports event featuring
sachin tendulkar,, conspiracy between girls, confession by a kid to his
parent, celebration, negotiation between a football player and referee,
teacher giving teaching to deaf and dumb, children raising their voice by
holding candles in their hands, and in the last a girl praying. In these entire
scenes one thing which has been shown common is the communication
which captured the essence of mobile service most beautifully without even
saying anything.

Interpretation

Memory and action

This ad is one of the breakthrough ads of Airtel. It won many award including
two “Silvers” at the prestigious AAAI awards for Brand Campaign of the Year
and Best Advertising Film, amidst stiff competition from 37 advertising
agencies.

The ad has been very effectively used to portray the importance of


communication in life. It is the central idea of the ad. Different situation of
life has been portrayed and a correlation has been created between those
situations and communication. The ad talked about different actions such as
inspire, conspire, confess, celebrate, negotiate etc which forms as an integral
part of the life.

User imagery has been excellent. Many real life situations have been shown
to create a link between actions and expressions. Sensory appeal is very
strong which has been created through communication which is needed in
different situation and through beautiful music given by A.R. Rehman.
Execution is excellent. The importance of mobile services has been shown in
a silent but self explanatory manner. It has been able to persuade the
viewers to use Airtel mobile services to express themselves. Airtel is the
number one mobile service brand in India.

The music of Airtel is enough to memorize the ad.


Commercial: Titan

Tagline: Be more

Ad Agency: Ogilvy India

Overview:
The ad film opens on a shot of Aamir Khan sitting alone on a roller coaster,
stating, ‘Be born every day’. Next, he is seen chasing the shadow of an
aircraft on a beach, then, sitting beside a truck driver, in the middle of
nowhere, with a trail of chassis trucks behind him. Here, he asks the viewers
to try the adventure of getting off at an unknown station, of exploring
unknown lands.

As he crashes his vehicle while go-karting, Khan waves to the others around
him, while his voiceover explains the importance of making one’s own
mistakes. Further on, he talks of not making your passport photos last longer
than three months – you need to constantly reinvent yourself and adopt a
new look every day.

“Shock your reflection!” says Khan, with funny accessories framing his face.
The next vignette has him practising meditation while slyly checking out a
girl walking past (‘Explore’). Cut to a shot of children, with Khan explaining
how we aspired to be different people as kids – “let’s revive that aspiration
today”. Wearing armour (sword and all), Khan reiterates, ‘Be Born, Every
Day. Titan. Be More’.

Interpretation:

Sustain interest to win consent

This advertisement is a perfect example of sustaining interest to win the


consent. It’s a stimulating advertisement which tries to break down
consumer resistance through its appealing nature.

This ad is for premium brand Titan, in which the personality endorsed (Aamir
khan) also command a premium in his own market. The ad tries to stimulate
the audience by leaving the usage decision left to the customer so that they
do not feel manipulated.

“Be born everyday” is the catch line used in the ad. Aamir khan has urged
the viewers to do something different, something unusual apart from their
ordinary routine life. He is asking for a change, asking them to dare to do
mistakes so as to learn from them, asking them to explore things, to be more
demanding from life and more ambitious. The ad is an aspirational one which
uses some dream aspirations (such as Rock star, Pilot, Sport star) as an
effective tool to derive the customer value.

The user imagery is in accordance with the message of the ad. Aamir khan
has been able to form mental images of things or events in a successful
manner. Aamir khan himself is famous for his different and diversified roles
in his professional career and frequent changes in his appearance. This fact
has been successfully used by the advertiser to correlate with the message
of the ad.The sites used are fascinating in nature, having a sensory appeal.
Execution is to the point. The ad tries to touch the emotional side of the
viewers by making them visualizes a new and changed life everyday.
The pitch of the ad is strong and
determinative in nature.
Aamir khan has been
effective in persuading the
audience. Live your life as
everyday is a new day and
want more is the mantra or the
central idea of this ad.

Commercial: Carlton
Drought

Tag line: Big ad (2005)

Ad agency: George patterson

Overview:

Thousand of lacs of people in red and yellow clothes walking towards each
other and singing the tag line of the ad-“it’s a big ad, very big ad”. At the
end they formed a picture of a person drinking carlton draught beer.

Interpretation

Sustain interest to win the consent

Carlton Draught is one of Australia’s biggest selling tap beers. Big ad proved
out to be a historic success for Carlton draught. ". The ad won The Gold Lion
award at Cannes, June 2006.
Big Ad used viral marketing techniques before being released on television.
Featuring quirky commercial, the beer was promoted as simply being "made
from beer”.

The creativity of the ad and the starting from those lines-“it’s a big ad, very
big ad” has been able to arouse and hold the viewers’ interest in the ad from
the very starting to the end.

Although the ad has not been humorous one explicitly, yet the advertiser has
been able to show a hidden sense of humor by using those catchy lines. The
ad has been able to generate a sense of curiosity.

User imagery is very good. The huge number of people used, the creation of
a huge image of a person having beer in the end is clever and stimulating
indeed. The ad is very much appealing in nature showing that it is not only a
big ad but also a big beer brand. Execution is perfect. Viewers can easily
visualize themselves by seeing that big picture at the end.

●●●●●●●●●

You might also like