Whenever you watch the epic scene in Braveheart for the first time, where Mel Gibson, playing the character of William Wallace, rallies his troops with “Cry Freedom”, it usually makes you emotional. These days, the epic scene has been turned into a GIF and meme used by people to express their exhilaration as they achieve a milestone. The Scots – and most nations – tend to be patriotic – or not – but Pakistanis are extremely patriotic and quite passionate about our Youm-e-Azadi. However, a problem arises because much as our countrymen love to wave our flag, our brands love it even more.

Don’t get me wrong, like anyone else, I enjoy a good August 14th ad and over the years there have been a few. However, the vast majority of these ads, especially those on TV are just clutter and waste time. This is because we are restricted to run-of-the-mill images and montages (read: pictures of the Quaid), our military, and our famous monuments. Independence Day ads are high on octane but with little in the tank in terms of originality and concept. They are a perfect example of a flash in a pan and very expensive ones at that.

What should an ideal Independence Day ad be like?

I think ads need to move on from patriotism to encouraging people to serve the nation through practical means. For some strange reason, in Pakistan, we aren’t taught civics in school, and the propaganda machine tells us about our illustrious history and struggle for freedom but not a lot about how to respect that freedom. To use a cliché, ads need to educate people about how a proud Pakistani should behave. For example, I would love to see ads that teach people how to respect the flag and remind them to take down the flag and buntings once the celebration is over. Or, ads that educate or remind people to stop at red lights, and give way to ambulances.

Brands have added a new facet to their Independence Day ads using the platform of women’s empowerment. That is a positive step but more needs to be done for true diversity and inclusion to take place as we live in a society with disparities, other than gender, ranging from religion, wealth, physical abilities and opportunities. Showing people who do not fit the oft-seen image of a Pakistani is a great path to tread. This path was embarked upon by Habib Metro a few years back.

It was nice to see an ad for August 14 that was brave enough to move away from the usual tapestry and narrative we are exposed to.

Another area of possible change is for brands to use their ads and budgets to trigger a social and national conversation and, perhaps, even change. This would call for a proper long-term campaign, not a tactical ad in August. Some of us remember the Times of India’s ‘Lead India campaign’; I personally loved the khede kasra campaign from Lebanon.

Ads should, at the very least, be used to create a conversation and make people think. A brilliant example of a thought-provoking social ad was created by Brainchild some years back.

A new ad that seems very relevant is again by Habib Metro and it is has been done in a decent style.

Brands need to stop painting flowery pictures that do not take into account stark ground realities. Every August 14, patriotism is the norm but a dose of reality is more of what is needed. Until most brands realise this, viewers will be still crying out for freedom and azaadi from azaadi ads.

Tyrone Tellis is Senior Manager Corporate Sales and PR, Bogo. tyrone.tellis@gmail.com