Archive for April, 2011
We found a loyal reader’s comment on one of our posts’ so interesting that we had to ensure you read it too :
Our loyal reader (let’s call him ‘R’) didn’t really like the ads mentioned in this post about the UBS ads. While he felt they definitely stood out amongst other ads, he didn’t find them visually engaging and wasn’t sure if they could keep the viewer engaged after multiple viewings of the same ad. I suppose the same thought was in the agency’s mind too, which is why so many different ads were produced in this series – youtube itself has about 20 ads, each with a different poem.
R preferred the American Express ads in which noted celebrities (like Wes Anderson and Robert Di Nero) are narrating in a video sequence, he felt that these definitely have a better impact than the UBS ads because they are visually engaging as well.
Take a look at these ads and see whether you agree with R.
Tagline: True Diamonds
Campaign: The advertisement shows a husband (Amitabh Bachchan) wanting to surprise his wife (Jaya Bachchan) on her birthday with a diamond necklace. But with the fear of not having enough information about the gift, the husband decides to do some homework, visits a Tanishq store and gets complete information from them. After this, he confidently presents the necklace to his wife and passes on all the information he gathered – the wife is very impressed, but like all women, never satisfied and quibbles about not getting bangles to go with it.
Two key consumer concerns have been addressed through the ad – their need for knowledge about diamonds to make an informed decision and the trustworthiness of the jeweller
It hits the mark when it tries to demystify the confusion and common questions that most people have when buying diamonds. Typically diamonds are assessed basis 4Cs – Cut, Color, Clarity and Carats. The ad addresses two of these four Cs– Clarity and Cut. The ad very clearly and simply informs about the different gradations of clarity in diamonds by explaining abbreviations like VVS, VS, SI. In addition, it also explains how cut is important for the radiance of a diamond – Amitabh holds up the necklace near the lamp and talks about the excellent cut of the diamonds and how it leads to reflections and refractions.
Tanishq, a TATA brand, needs no backing for its trustworthiness, but given that it is such a big-ticket item and how important jewelry purchases are in any family, be it a first time shopper or someone who already owns diamonds, the question of reliability and trustworthiness always creep up. This has been addressed in the ad in multiple ways – claim about no mixing, so all diamonds are of the same clarity and the promise of buy back at current diamond prices – this just puts the consumers at ease instantly.
Not only is it the casting apt, the actors are portrayed in a very real light, in a very real setting – any normal couple would be having a similar conversation in such a situation, it just resonates brilliantly with everyone.
This ad also differentiates itself from the others – most jewelry ads always dial up the emotional benefits – be it Asmi for “I believe in me”, Gili for “Eternally timeless”, Orra for “Own a piece of Eternity”. What is refreshing about the new Tanishq ad is that it is informative in a very realistic relatable context.
Only one quibble about this ad – while good individually, it does not have anything in common with the previous Tanishq ads (click here, here and here to see some previous ads), which were also good individually. There doesn’t seem to be a clear theme about the brand emerging from these ads, in the long-term, this could lead to a lack of a clear brand identity.
Do let us know your thoughts….
Brand : Union Bank of Switzerland
Tagline : ‘Here today, Here tomorrow’
Campaign slogan : ‘Thoughts that transcend time’
Method used : The campaign by ad guru Neil French featured well-known stage actors reading various famous inspirational English poems. The campaign began in ’96-’97 and ran for a few years. As per available information, it was quite successful.
I loved these ads for various reasons :
One, the manner in which the tag-line was reinterpreted and executed – if the bank wanted to stand for ‘classy’, ‘timeless’, ‘solid / trustworthy’ and ‘(keeps your money) secure always’, these ads deliver that message
Two, the ads stand out from the clutter due to the unusual execution
Finally, on a personal level, I also liked these ads due to the sheer whimsy of having two forms of communication – advertising and poetry – rolled into one
You can take a look at a few of these ads by clicking on the links below :
If (Harvey Kietel’s rendition of ‘If’ by Rudyard Kipling)
Invictus (‘Invictus’ by William Ernest Henley, rendered by Alan Bates)
Bag of Tools (Maggie Smith rendering R.L.Sharpe’s ‘Bag of Tools’)
Say not the Struggle (Paul Scofield rendering Arthur Hugh Clough’s ‘Say not the Struggle’)
Though given the declining popularity of poetry, I am not sure how many viewers would enjoy and appreciate such an ad today. What do you think? Take our poll or leave us a comment and tell us whether you liked / didn’t like the ads and why.
p.s. In order to read the poem lyrics, click on the links below :