advertisement analysis

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Advertising Creative Advertising Creative

Transcript of advertisement analysis

Page 1: advertisement analysis

Advertising CreativeAdvertising Creative

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RAYMOND

Headline:Headline:What they meant What they meant when they said “looks when they said “looks can kill”can kill”

Baseline:Baseline:The Complete ManThe Complete Man

Agency:Agency:RK Swamy BBDO RK Swamy BBDO

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RAYMOND

4Ps TAKE:4Ps TAKE:The looks are very killing when it comes to the latest The looks are very killing when it comes to the latest print ad from Raymond. The visual is pretty arresting print ad from Raymond. The visual is pretty arresting with the eye-catching picture of a handsome man. And with the eye-catching picture of a handsome man. And truly his looks do kill! After all he is wearing a power suit truly his looks do kill! After all he is wearing a power suit from Raymond and all know that Raymond is the most from Raymond and all know that Raymond is the most trusted suiting brand in the country. The clinching benefit trusted suiting brand in the country. The clinching benefit to the brand is its power dressing. The target group is to the brand is its power dressing. The target group is obviously the young corporate executives who want to obviously the young corporate executives who want to make a mark for themselves. Reward to the prospect is make a mark for themselves. Reward to the prospect is the legacy, which Raymond brings to the table. Wear the legacy, which Raymond brings to the table. Wear Raymond and the tag of ‘The Complete Man’ is yours! Raymond and the tag of ‘The Complete Man’ is yours!

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VIRGIN MOBILE

Headline:Headline:We don’t believe in half We don’t believe in half measuresmeasures

Baseline:Baseline:Think hatkeThink hatke

Agency:Agency:Bates Bates

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VIRGIN MOBILE

4Ps TAKE:4Ps TAKE:

At a time when the entire country was talking about At a time when the entire country was talking about the much-awaited Airtel Half Marathon, Virgin Mobile the much-awaited Airtel Half Marathon, Virgin Mobile came out with an ad to hit Airtel where it hurts most. came out with an ad to hit Airtel where it hurts most. The ad featured like a poster on all daily newspapers The ad featured like a poster on all daily newspapers talks about not believing in half-measures and instead talks about not believing in half-measures and instead talks about all the offers of Virgin Mobile. The single talks about all the offers of Virgin Mobile. The single minded focus is to give in detail the benefits offered by minded focus is to give in detail the benefits offered by Virgin. The visual is arresting and catches eyeballs Virgin. The visual is arresting and catches eyeballs with its exquisite design and cartoons. The ad, with its exquisite design and cartoons. The ad, targeted at the youth promises to keep customers targeted at the youth promises to keep customers always happy. Now that’s what we call a truly hatke always happy. Now that’s what we call a truly hatke ad. Don’t we?ad. Don’t we?

IBM IBM IBM

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IBM

Headline:Headline:Stop selling what you Stop selling what you have. Start sellinghave. Start sellingwhat they needwhat they need

Baseline:Baseline:Stop talking start doingStop talking start doing

Agency:Agency:O&MO&M

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IBM

4Ps TAKE:4Ps TAKE:

IBM through this ad is taking forward its ‘Stop Talking IBM through this ad is taking forward its ‘Stop Talking Start Doing’ theme. The vital notion of selling is Start Doing’ theme. The vital notion of selling is focused through the influential and bold headline of focused through the influential and bold headline of this ad. The ad is trying to convey that the need of the this ad. The ad is trying to convey that the need of the hour is to realize the need of every customer. IBM, hour is to realize the need of every customer. IBM, through this ad brings to the focus the work it is doing through this ad brings to the focus the work it is doing for insurance majors. The single minded focus of this for insurance majors. The single minded focus of this ad is to realize the requirement of every customer and ad is to realize the requirement of every customer and bringing down the processing cost. Well now you bringing down the processing cost. Well now you needn’t look far, for IBM is there as a third party to needn’t look far, for IBM is there as a third party to take care of your needs. take care of your needs.

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Amul

Category:Category:BillboardBillboard

HEADLINE:HEADLINE:Barrack fast in the Barrack fast in the White House!White House!

BASELINE:BASELINE:The Taste of IndiaThe Taste of India

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Amul

4Ps TAKE:4Ps TAKE:

Remember the good old billboard ads of Amul? Now the Remember the good old billboard ads of Amul? Now the tradition is back with a bang. The single-minded focus of Amul tradition is back with a bang. The single-minded focus of Amul ads have always been to pick up a current topic and make a ads have always been to pick up a current topic and make a witty remark and this time its none other than-Obama. The witty remark and this time its none other than-Obama. The communication with the headline stating- ‘Barrack fast in the communication with the headline stating- ‘Barrack fast in the White House!’ and Obamul is obviously witty and sharp, wonder White House!’ and Obamul is obviously witty and sharp, wonder what US and Obama would have to say if they saw this one?! what US and Obama would have to say if they saw this one?! Targeting the educated masses, the visual of the ad is a clever Targeting the educated masses, the visual of the ad is a clever and funny pictorial display of one of the greatest event in the and funny pictorial display of one of the greatest event in the US that can quite possibly change the rules of the game US that can quite possibly change the rules of the game globally affecting various countries. globally affecting various countries. Contd.Contd.

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Amul

4Ps TAKE Contd. :4Ps TAKE Contd. :

The cutesy girl demands attention in her polka dotted The cutesy girl demands attention in her polka dotted dress and hair bow. The product is positioned clearly dress and hair bow. The product is positioned clearly with Obama’s caricature and the Amul mascot. with Obama’s caricature and the Amul mascot. Reward to the prospect-the delicious taste of the Reward to the prospect-the delicious taste of the butter that has kept the Indians longing for more since butter that has kept the Indians longing for more since years. The clinching benefit to the brand, its taste, years. The clinching benefit to the brand, its taste, what else? Amul, is a clear-cut market leader as far as what else? Amul, is a clear-cut market leader as far as the butter category is concerned, and when it comes the butter category is concerned, and when it comes to ads, guess its the same case there also. A light and to ads, guess its the same case there also. A light and striking billboard–the one you would stop and read, striking billboard–the one you would stop and read, isn’t it? Shall we say, Yummy! Oops no, Utterly isn’t it? Shall we say, Yummy! Oops no, Utterly Butterfly delicious... . Butterfly delicious... .

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Vodafone

Category:Category:OnlineOnline

HEADLINE:HEADLINE:Happy to helpHappy to helpnight & daynight & day

BASELINE:BASELINE:Make the most of Make the most of nownow

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Vodafone

4Ps TAKE:4Ps TAKE:

Ready, Steady...Let’s go! We are sure that’s the way Ready, Steady...Let’s go! We are sure that’s the way Vodafone goes when it comes to their cute little pug, Vodafone goes when it comes to their cute little pug, huh? An extension of the ‘Happy to help’ ads, the huh? An extension of the ‘Happy to help’ ads, the power idea of this online ad is to reiterate the power idea of this online ad is to reiterate the efficiency of the customer service division of efficiency of the customer service division of Vodafone. The message is yet again communicated Vodafone. The message is yet again communicated via the headline-‘Happy to help’ but what is credit via the headline-‘Happy to help’ but what is credit worthy is that now the focus also remains on the worthy is that now the focus also remains on the service extended to the night (at least brought into service extended to the night (at least brought into attention through this ad). The visual is appealing with attention through this ad). The visual is appealing with the cherubic girl sleeping and the cute little pug the cherubic girl sleeping and the cute little pug guarding her sitting outside the tent.guarding her sitting outside the tent. contd.contd.

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Vodafone

4Ps TAKE contd.:4Ps TAKE contd.:

The USP- efficient customer service of Vodafone is The USP- efficient customer service of Vodafone is highlighted effectively. When the other competitors are highlighted effectively. When the other competitors are also focusing on their value-added services, its been also focusing on their value-added services, its been long that Vodafone is still ‘Happy to help.’ Reward to long that Vodafone is still ‘Happy to help.’ Reward to the prospect-the active customer service division, in the prospect-the active customer service division, in fact the 24/7 availability of Vodafone’s customer care. fact the 24/7 availability of Vodafone’s customer care. The girl, the pug and promoting Vodafone’s customer The girl, the pug and promoting Vodafone’s customer service division, the customers are sure to make the service division, the customers are sure to make the most of the services. No two ways about it. most of the services. No two ways about it.

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Airtel

Client: Client: Bharti Airtel LimitedBharti Airtel Limited

Agency:Agency:Rediffusion DY&R, Rediffusion DY&R, MumbaiMumbai

Production Production House/Director:House/Director:Red Ice / Shoojit SarkarRed Ice / Shoojit Sarkar

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Airtel

On a drizzly Mumbai afternoon, overcast skies let On a drizzly Mumbai afternoon, overcast skies let in a little more than conventional wisdom to the in a little more than conventional wisdom to the boys in Rediffusion DY&R. They decided to boys in Rediffusion DY&R. They decided to celebrate the rains over tea and biscuits with a celebrate the rains over tea and biscuits with a brief from Airtel staring them in the face. brief from Airtel staring them in the face. Airtel had a new director in Gopal Vittal, who Airtel had a new director in Gopal Vittal, who joined the telecom behemoth in January, with a joined the telecom behemoth in January, with a clear-cut mandate of taking the brand forward clear-cut mandate of taking the brand forward inclusively. "We wanted to show unmatched inclusively. "We wanted to show unmatched coverage and link it with unbreakable bond to coverage and link it with unbreakable bond to convey the functional benefit of the network with convey the functional benefit of the network with emotional connects," says Mr Vittal. emotional connects," says Mr Vittal.

Contd.Contd.

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Airtel

contd.contd.That's when K S Chakraborty, with a WG Grace-That's when K S Chakraborty, with a WG Grace-like visage, used rain as a metaphor to effect. The like visage, used rain as a metaphor to effect. The ad in question evocatively depicts the father and ad in question evocatively depicts the father and son relationship with rain in the backdrop. The son son relationship with rain in the backdrop. The son captures the sight and sound of a downpour and captures the sight and sound of a downpour and calls up the father trapped in a board meeting. calls up the father trapped in a board meeting. Simple joys, human connect and seamless Simple joys, human connect and seamless network form the sum and substance of this ad network form the sum and substance of this ad and propels it to the number one slot in our and propels it to the number one slot in our rankings. "A brand with 40 million subscribers rankings. "A brand with 40 million subscribers needs a very large space to open up hearts," says needs a very large space to open up hearts," says Mr Chakraborty.Mr Chakraborty.

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Nokia

Brand & Client:Brand & Client:NokiaNokia

Agency:Agency:Bates David Bates David Enterprise, MumbaiEnterprise, Mumbai

Production Production House/Director:House/Director:Chrome Pictures / Amit Chrome Pictures / Amit SharmaSharma

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Nokia

It's lonely at the top. But mobile handset giant It's lonely at the top. But mobile handset giant Nokia is not alone. Two ads from Nokia's stable Nokia is not alone. Two ads from Nokia's stable qualify in the rankings, and propel the brand to qualify in the rankings, and propel the brand to number two in the ad effectiveness meter. There's number two in the ad effectiveness meter. There's an international ad about the N-Series done by a an international ad about the N-Series done by a host of agencies and then, the homegrown ad host of agencies and then, the homegrown ad churned out by Bates that focuses on mass-churned out by Bates that focuses on mass-market camera phones for the youth. For all market camera phones for the youth. For all practical purposes, that's the ad in focus. It's an practical purposes, that's the ad in focus. It's an inclusive ad, says Devinder Kishore, director of inclusive ad, says Devinder Kishore, director of marketing at Nokia Indiamarketing at Nokia India"It has strong linkage with the audience," feels Rajeev "It has strong linkage with the audience," feels Rajeev Raja, creative director of Bates India. Raja, creative director of Bates India.

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Surf Excel

Client:Client:Hindustan Unilever Hindustan Unilever Limited (HUL)Limited (HUL)

Agency:Agency:Lowe, MumbaiLowe, Mumbai

Production Production House/Director:House/Director:RDP Productions / RDP Productions / Abhinay DeoAbhinay Deo

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Surf Excel

‘‘Daag Acche Hain' was the tagline that made dirt Daag Acche Hain' was the tagline that made dirt look good is a universal theme that the FMCG look good is a universal theme that the FMCG behemoth HUL adopted for its detergent power behemoth HUL adopted for its detergent power brand, Surf Excel. Having tasted success in the brand, Surf Excel. Having tasted success in the past with the brother-sister commercial, Lowe was past with the brother-sister commercial, Lowe was under pressure to deliver another cracker of an ad under pressure to deliver another cracker of an ad with the same theme but a different situation. "The with the same theme but a different situation. "The wink at the end came across so well that it just wink at the end came across so well that it just stole the show," says Priti Nair, who with the help stole the show," says Priti Nair, who with the help of Brijesh Jacob, created the traffic fight situation of Brijesh Jacob, created the traffic fight situation which went on to become equally popular as the which went on to become equally popular as the last ad.last ad.

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Hutch

Client:Client:Hutchison EssarHutchison Essar(Now Vodafone)(Now Vodafone)

Agency:Agency:O&M, MumbaiO&M, Mumbai

Production Production House/Director:House/Director:Good Morning Films / Good Morning Films / Shashank ChaturvediShashank Chaturvedi

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Hutch

A frail-framed Irfan Khan dominates the A frail-framed Irfan Khan dominates the screen with dialogue complementing the screen with dialogue complementing the virtues of middle-class existence. The brief virtues of middle-class existence. The brief really was to make mobility more affordable really was to make mobility more affordable than what the subscriber thought. "The than what the subscriber thought. "The examples used in the ad connects with the examples used in the ad connects with the people we're talking to - chai-paani wala et people we're talking to - chai-paani wala et al," claims Rajeev Rao, creative director of al," claims Rajeev Rao, creative director of O&M.O&M.

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UTI / AXIS Bank

Client:Client:UTI / AXIS BankUTI / AXIS Bank

Agency:Agency:Meridian Advertising, Meridian Advertising, Ogilvy & Mather, Ogilvy & Mather, MumbaiMumbai

Production Production House/Director:House/Director:Working I / Sameer Working I / Sameer TiwariTiwari

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UTI / AXIS Bank

Finding identical twins was the most Finding identical twins was the most challenging task before the admen here. The challenging task before the admen here. The name change of the bank needed to be name change of the bank needed to be communicated in BOLD. "Since UTI was communicated in BOLD. "Since UTI was announcing the change that except the announcing the change that except the name, nothing else is changing, we thought name, nothing else is changing, we thought of working with identical twins," says of working with identical twins," says Sumanto Chattopadhyay, executive creative Sumanto Chattopadhyay, executive creative director, Ogilvy & Matherdirector, Ogilvy & Mather ..

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Lux

Client:Client:Hindustan Unilever Limited Hindustan Unilever Limited (HUL)(HUL)

Agency:Agency:JWT, MumbaiJWT, Mumbai

Production Production House/Director:House/Director:Chrome ProductionsChrome Productions(Amit ) / Firoz -Film Head, (Amit ) / Firoz -Film Head, JWTJWT

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Lux

When the age-old beauty soap from the HUL When the age-old beauty soap from the HUL stable, Lux, decided to introduce a new stable, Lux, decided to introduce a new theme for the brand, it was a huge challenge theme for the brand, it was a huge challenge to Indianise its global tagline 'Play with to Indianise its global tagline 'Play with Beauty', says Sumira Roy, ECD, JWT. "We Beauty', says Sumira Roy, ECD, JWT. "We wanted the same spirit to be communicated wanted the same spirit to be communicated (yet customised) for the Indian women," (yet customised) for the Indian women," says Ashok Venkatramani, VP Skincare, says Ashok Venkatramani, VP Skincare, HUL. Hum with the brand, Surat Bhi Hai HUL. Hum with the brand, Surat Bhi Hai Khoobsurat Bhi Hai.Khoobsurat Bhi Hai. ..

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Pepsi MyCan

Client:Client:PepsiCo IndiaPepsiCo India

Agency:Agency:JWT, New DelhiJWT, New Delhi

Production Production House/Director:House/Director:Corcoise Films / Corcoise Films / Prasoon PandeyPrasoon Pandey

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Pepsi MyCan

It’s all about style' for the new Pepsi MyCan It’s all about style' for the new Pepsi MyCan commercial. A teeny-bopper with spiked hair frazzles commercial. A teeny-bopper with spiked hair frazzles SRK. Phew! Now that's some attitude. The creative SRK. Phew! Now that's some attitude. The creative team at JWT, led by creative director Surjo Dutt team at JWT, led by creative director Surjo Dutt scripted and shot the ad in a day, with the objective of scripted and shot the ad in a day, with the objective of showing today's youth as being full of individuality. showing today's youth as being full of individuality. That is what the brief was like from the client as well -- That is what the brief was like from the client as well -- to establish a new style statement. Along with it was to to establish a new style statement. Along with it was to propogate a new ritual of holding the MyCan in a propogate a new ritual of holding the MyCan in a unique way, which has caught on among the youth in unique way, which has caught on among the youth in a big way, says the team at JWT. a big way, says the team at JWT.

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Jeevan Tarang Policy

Client: LICClient: LIC

Agency:Agency:JWT, MumbaiJWT, Mumbai

Production Production House/Director:House/Director:Dungarpur Films / Dungarpur Films / Sharan MSharan M

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Jeevan Tarang Policy

How many times do kids put coins in slot How many times do kids put coins in slot machines and get a shower of chocolates? At machines and get a shower of chocolates? At least the LIC ad featuring a cherubic new face least the LIC ad featuring a cherubic new face ensures that every time. The coin was an ensures that every time. The coin was an expression of the premium "and once that gets expression of the premium "and once that gets inserted into the machine, the boy gets chocolates inserted into the machine, the boy gets chocolates (money) manifold...when you pay for our term (money) manifold...when you pay for our term policy, you enjoy installments throughout your policy, you enjoy installments throughout your life," according to an LIC spokesperson The life," according to an LIC spokesperson The thematic treatment was rendered by JWT's Sumira thematic treatment was rendered by JWT's Sumira Roy, who was determined "to break the fuddy-Roy, who was determined "to break the fuddy-duddy image of LIC".duddy image of LIC". ..

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Tata Sky Active Whiz Kids

Client: Tata SkyClient: Tata Sky

Agency:Agency:Rediffusion DY&RRediffusion DY&R

Production Production House/Director:House/Director:Equinox / Manoj Equinox / Manoj ShroffShroff

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Tata Sky Active Whiz Kids

The commercial had to be designed to The commercial had to be designed to convey the message that interactive convey the message that interactive application in Tata Sky can make kids 'little application in Tata Sky can make kids 'little geniuses' from an early age. "To attract geniuses' from an early age. "To attract kids, the visual hook plays a pivotal role. An kids, the visual hook plays a pivotal role. An identity, a catching jingle and a surprise identity, a catching jingle and a surprise element in the face of Einstein were other element in the face of Einstein were other factors which made kids reckon and relate factors which made kids reckon and relate with the advertisement," says Ashish with the advertisement," says Ashish Khazanchi, creative director, Rediffusion Khazanchi, creative director, Rediffusion DY&R.DY&R.

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Cadbury Dairy Milk

Client: Cadbury IndiaClient: Cadbury India

Agency:Agency:Ogilvy & Mather, Ogilvy & Mather, MumbaiMumbai

Production Production House/Director:House/Director:Red Ice Films / Shoojit Red Ice Films / Shoojit SarkarSarkar

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Cadbury Dairy Milk

How does one change a mere dessert for How does one change a mere dessert for celebration into a craving? "With the help of celebration into a craving? "With the help of consumer insights, we decided that it's time that consumer insights, we decided that it's time that we associate chocolate with something that we associate chocolate with something that goes beyond celebration," says Abhijit Avasthi, goes beyond celebration," says Abhijit Avasthi, creative director of O&M. The surprise element creative director of O&M. The surprise element of hooking up AB's spirit in a girl's body also of hooking up AB's spirit in a girl's body also helped to communicate this strategic change in helped to communicate this strategic change in the chocolate's positioning.the chocolate's positioning.