Kiran Murad's Campaign Watch
After a decade in this business I should be a jaded, cynical, seen-that-done-that-er. But I’m not. I enjoy ads, they make me smile, hum, get chocked up... heck I even believe them. Well, some of them.
So when it came to picking campaigns to discuss, I kept my consideration simple: is there any particular thing that made the communication stand out? Filmmakers have really upped the ante and television ads are becoming a cinematic treat. Jingles have evolved from basic beats to layered, full bodied compositions. Special effects are wonderful aren’t they? It’s wonderful what we can now do with computer graphics. And if nothing else makes you stop switching the channel... a celebrity will.
Let’s see how some campaigns scored based on these parameters.
BRAND: Diamond Tyres
Campaign: Tyre mazboot, safar mehfooz
Message: Other tyres can leave you stranded; only Diamond Tyres secure your journey.
Effectiveness: What a visual treat! From the second the ad begins, it pulls you in and everything that ensues keeps you engaged. The camera angles, the colour grading, the effects all come together to create celluloid magic but the real hero here is the art direction. The details in the sets and props give the film layers, depth and a real authenticity and made me watch it over and over to discover new details. And then the whole experience is further enhanced by the music. The lyrics and the score complement the film perfectly; it romanticises the journey and celebrates the reliability of the tyre in perfect harmony with the lyrical imagery. And all this is achieved while representing the apt target audience and without diluting the message about reliability and endurance.
Verdict: Heeray jaisa ishtehaar!
BRAND: Servis Tyres
Campaign: Grip Servis jaisi toh fikr kaisi?
Message: Trust the grip of Servis Tyres to get you through any bumpy ride.
Effectiveness: A gorgeous model, a handsome hero who zooms in to the rescue, a thrilling chase with dramatic motorcycle stunts and comical Urdu-speaking Thai thugs... what’s not to like? By dramatising the reliability of the tyre even in extreme conditions, the TVC manages to land its message of superior grip and dependability.
Verdict: You had me at Shaan.
BRAND: Lipton
Campaign: Brightness Revolution
Message: Brighten up and dance with Lipton.
Effectiveness: This ad has all the right ingredients... a celebrity, music, dance, scenic locations and some decent special effects. What it lacks, however, is impact. The activation message is clear, but Ali Zafar just fails to add the required charm. He looks uninterested and not only are his expressions flat, his moves are too. Unlike the original Iced Tea version, this rendition of the revolution just isn’t bright enough.
Verdict: Hugh Jackman did it better.
BRAND: Gala
Campaign: The Gala Anthem
Message: Mere des ka biscuit Gala.
Effectiveness: With just an anthem, Gala has managed to achieve what the grandly produced TV extravaganza (it would be unfair to call it an ad) could not. The music and lyrics carry you through the length and breadth of Pakistan, and the different languages spoken add a charming and endearing quality to what would otherwise have been a flat litany of self-praise. Interspersed through the romantic imagery of the location and the regional expressions of ‘the biscuit of my country’ are the brand attributes and product description. This subtle approach is way more effective than any blatant placement could be. The Gala Anthem with its smartly crafted lyrics and foot tapping music effectively establishes that consumers across the nation have embraced Gala as their favourite biscuit brand.
Verdict: See, you don’t need a multimillion television spot.
BRAND: Safeguard
Campaign: Safeguard Anthem
Message: Pakistan will become safe and healthy with Safeguard.
Effectiveness: Not just one celebrity, but three! How’s that for dramatic effect? Yawn! There is nothing new to the anthem. The message comes through, but then why wouldn’t it when the same thing is being said for the nth time. And did anyone else notice the similarity to the old Lifebuoy ad? One kid starts cleaning a street, others join in, mother looks on with pride, man throws a bucket of water, and kids wash up with soap. This is a bit too ‘inspired’ for anybody’s taste. Having Shehzad Roy in every message with a cause is getting way too predictable and even though the trio did their best, the composition was at times straining to retain melody and just jarred. The one saving grace of this video is the filmmaking, the director has done a very good job.
Verdict: Meh!
Kiran Murad is a creative consultant. kiranmurad@gmail.com