In the ever-evolving advertising world, critique is the secret ingredient that transforms campaigns from good to great. Like a master chef refining a recipe, advertising agencies eagerly await the feedback that will elevate their work to new heights. Exceptional ads are like well-crafted stories, weaving together elements of education, persuasion and brand positioning. Effective communication doesn’t just sell a product; it makes them a trusted companion in their consumer cycle.

Brand: Pepsi

Agency: N/A

Campaign: New Stronger Pepsi x KAMAAAL Taste

Message: Is it the acting or the wonder of the new stronger Pepsi? Try it yourself and find out.

Effectiveness: The “new stronger Pepsi” commercial is a mixed bag. It resonates well with elements of nostalgia that bring the classic Pepsi vibes reminiscent of the brand’s heydays, but there are also some questions about the strategic direction. The creative execution is brilliant, cleverly integrating a Pakistani cricketer’s commend able acting skills, thereby reinforcing Pepsi’s longstanding association with cricket and youth culture. The “kamaal taste” message is effectively conveyed through witty and humorous elements, adding depth to the script. However, the decision to change the tagline from “Why Not Meri Jaan?” to a different proposition feels like a misstep. Consistency in messaging is crucial, especially when the previous tagline was well-received and effective.

Verdict: Effective and concise, strong in creative appeal and an engaging call to action.

Brand: Canon House Appliances

Agency: N/A

Campaign: Jaag Jaao Pakistan

Message: Kyunkay jo sota hai wo khota hai – because the one who sleeps loses.

Effectiveness: This series masterfully balances comic timing, thanks to the creative team’s thoughtful planning. The copywriting is sharp, particularly in its wordplay of “sota hai chota hai” and “jaag jao Pakistan” – two important messages that resonate in the current political climate. The ads are straightforward, although the product placement feels overly prolonged. While the campaign addresses important functional benefits, it would have been easier to recall those features if presented more creatively. The direction is innovative and the script smartly urges the nation to wake up. Ignoring this now would mean a nation gone to sleep.

Verdict: Direct, simple and sharp. Great concept and execution; the product place ment and functionality could have been more creative for better recall.

Brand: SIUT

Agency: In-house

Campaign: Ab Hamari Baari Hae (Ramzan Campaign 2024)

Message: It is now our turn to take care of them.

Effectiveness: All the elements come together seamlessly in SIUT’s 2024 Ramzan appeal TVC to create a deeply moving narrative. At its core, the TVC beautifully captures the essence of the relationship between children and their parents as they age and require care. It delicately navigates the emotional journey of coming to terms with the changing roles within a family, where children must step up to provide the same care and strength their parents once gave to them. A profound exploration of love, sacrifice and the circle of life come together through the beautiful melody and heartfelt lyrics of the background score.

Verdict: A heartfelt tribute to parental care. Emotionally resonant, a compelling narrative and impactful messaging.

Brand: Tapal Family Mixture

Agency: IAL Saatchi & Saatchi

Campaign: Rishton Mein Hisaab

Message: Meri family, meri strength.

Effectiveness: Tapal Family Mixture’s ‘Rishton Mein Hisaab’ expertly deploys good acting, nuanced expressions, a poignant script and above all, the kind of direction that brings it all together and depicts the emotions and understanding that exist within families. As tea binds with each sip, it subtly reminds us of the care our elders have invested in relationships. The TVC captures the essence of family bonds while subtly promoting the product, making it a compelling piece of advertising. Baghair kahe bas rakho ehsaas.

Verdict: Heartwarming and relatable, playing on the emotional side and creating a bond.

Brand: Xiaomi Pakistan

Agency: In-house

Campaign: Mothers’ Day Advert

Message: Mother’s love, a bond forever.

Effectiveness: In the hues of love and eternal bonds, this TVC paints a vivid picture of the affection shared over the years by a son and his mother, much like a rainbow gracing our lives with its vibrant colours. The TVC weaves warmth, strength and beauty into everyday moments through poems, visuals, words and a story delicately expressed, while the narration is eloquent and well-paced. I found myself yearning for the inclusion of Urdu, a language rich in its ability to evoke a profound sense of apnaiyat (belonging).

Verdict: Compelling and evocative, with a potent blend of imagery and narrative that resonates deeply.

Esen Rizvi is CEO and Creative Director, Creative Rhythms.