This being my first review, I should endeavour to drive the nail into the head directly and make no fuss or even beat about the bush that ranging from the first time this commercial was aired ( Remember the nerdy but happy ’close up’ dude) to the new one ( the TV ad of their Close Up Lemon) the concept has besome mundane.

When this ad first appeared there was an air of freshness associated with it. The ad makers and the organisation had their concept clear of identifying the product with the brand image of confidence. look around us and we will find more nerds than confident blokes. Therefore the usp of the ad lay in the very idea stated above.
 
NOW... THE BIGGER PICTURE
After that ad there was an animated ad of a girl in the bathroom. Here again they tried to concentrate on the same effect of confidence but obviously the earlier ad had aroused the gender police and woman had to be involved. However the ad failed to push the idea of confidence well and was soon off the air.
ET U ET U BRUTUS.
I do not think that the usp of confidence was so well articulated in the third ad.. and the local mangu da concept is in bad taste. what offends me in this commercial is that they have carried the same concept very far but then the target segments seem to be changing.

The ’think-not-much-enjoy’ ad is appealing but cannot be overdone with because advertisement often rub off image into the product and the bad taste of the ad can leave a bad ’breath’ in close up.
CRUDE BUT BACK TO SQUARE ONE!
The new ad introduces the same storyline into a different product line. But the question is whether the usp has been clearly exposed or not. Considering the fact that Close Up lemon is meant to wipe out the yellowness of your teeth, the ad does manage to convey this. However, the frivolous element takes away the main element.
 
Since the target segment for Close UP is the MTV Yuppie generation ( who rate confidence above tartar) such a concept may just work but it is very necessary to rethink and build a new copy so that ’’ Aap Close Up Kyuon nahin karte hain’’ does not become a mere jingle ( popularised by a nasal accent) and moves on ahead.