Published in Sep-Oct 2015
The Executive Creative Director of JWT Pakistan shares his favourite ads:
Imagine a world running on kindness, where every human is compassionate and caring, regardless of cast, colour or creed. This is exactly what the Absolut World ad was for millions of people out there, including me. Moreover, this ad was brilliantly inclusive, showing different countries and acts of kindness that were culturally relevant.
Agency: TBWA\Chiat\Day, USA and TBWA\ SMP, Philippines
Humour is an excellent way to harness your target market’s interest, but it can go wrong very easily. Not for Ufone though. In a nutshell, I loved the donkey standing on a bed, especially since animals are so rarely used in Pakistani ads!
Agency: Gameover Productions/Interflow Communications, Pakistan
Sometimes a literal or exaggerated take on a brand’s USP is definitely the way to go. ‘Chewing gum for sparkly teeth’, was what was shown in the ad, where your teeth became so shiny they could light up whole rooms, tennis courts and streets. It was more a story than an ad, with a clever build up which sparked curiousity in the viewer.
Agency: McCann Erickson, India
Olper’s *Subah bakhair zindagi*
An all-star ad, including some of the biggest celebrities in Pakistan. Just like a movie, all these celebrities had an individual role, and a part to play. I also liked how this ad brought back memories of ammi chasing after us to give us milk, or feeding it excitedly to the cat that came to our house every day.
Agency: JWT Pakistan
There was so much that was done right. For starters, it showed real people doing real things with tea. Brilliant! The black and white treatment was a sound bet, as it made the ad stand out. Finally, it hit home, for me, for you, for the mochi down the road and the college student in between classes.
Agency: Red Communications, Pakistan
Tetra Pak TVC 2011, Directed by Asim Raza, The Vision FactoryPosted by The Vision Factory on Monday, October 3, 2011
Tarang as a brand is single-handedly responsible for making us the proud custodians of our cinema, our stars and our stories. The sohni mahiwal series is a classic and this timeless piece renders the legend in its full glory. With a star-studded cast, Tarang brings a true jorr when the love story is at a nazuk morr.
Agency: Adcom, Pakistan
Fat bellies, disproportional heads and limbs, and dots for eyes and mouth, those funny alien-like creatures in white overalls, ‘ZooZoo’s’ are one of my favourite characters. The ad is not an animation, yet it gives the impression of an animated film. The characters are real people dressed up in costumes. A clever example of effective advertising that breaks the clutter with a simple, clean approach.
Agency: Ogilvy & Mather, India
Definitely a gold standard when it comes to testimonials, there is no other brand that can match the authenticity of Ariel RLTs (real lady testimonials). Honest, relatable and effective is their three-word mantra!
Agency: IAL Saatchi & Saatchi, Pakistan