Jan 08, 2004 11:45 AM
4563 Views
(Updated Jan 08, 2004 12:47 PM)
There is a thumb rule in communications KISS
K Keep I It S Simple S Stupid
So that is all the commercial is simple and stupid.... one does not need to be an advertising guru to understand what the commercial is trying to communicate and for a change the lead person is shown to be a simple guy with nothing so called ’’cool’’ about it but is a likeable boy next door.
The whole commercial has a fairytale look to it with visibly artificial sets and stereotyped models doing their bit. The advertisement starts with a Smart looking Guy blowing a kiss to a girl and the negative reaction of the girl due to Obviously ’’Bad Breath’’ and in comes the guy next door hopping with a whiff of freshness and the background track of ’’Aap Closeup Kyon Nahin Karte Hain’’ and part two of the same advertisement... similarly the not so cool guy sweeps off another girl off her feel by his fresh breath.
The beauty of the advertisement lies in ’’that 70’s look’’ of the sets and a soundtrack from the same generation.. or maybe earlier so there is perfect synch between the music and set design and the characters used in the advertisement. The hummable song is a great hook and one really feels like stopping the ZAPPING of channel and have a good look at the advertisement before moving on during the break. So, one thing I can say is that it a highly likable ad. and research show that ads. which are liked are less likely to be zapped and are very successful in selling the product. The fatigue too takes a long while to set in and thus the message gets registered firmly. I think it is one of the most ’’likeable’’ advertisements on air these days with a strong brand connection.
Cant think of writing anything more and if you need to look at the story board of this ad well, you might have to wait a while before its up on https://agencyfaqs.com for other storyboards you can log on to this site. So, you can do the next best thing turn on your television on have a look... you will surely end up with a refreshing smile if not a close up smile.
