Campaign watch

I’m an ideas guy. And like most ideas people, whenever I see a commercial I tend to spend less time looking at the execution and more time analysing the idea behind it. I try to imagine what the creators were thinking, how long it took them to come up with it, what their constraints may have been and what might have inspired them to turn that idea into reality. Sometimes, it’s a great learning experience; other times, it makes me wonder how much people really value (or comprehend) what a good idea is.

The truth is that good big ideas don’t come from mulling over briefs for hours. They come from digging out the key insights, understanding the context of the brand and product, and communicating this in a way that audiences will understand and appreciate. A lot of Pakistani advertising is ad-hoc and void of consumer insight, usually relying on polished execution techniques to make an impact. Only a few brands invest in finding out what makes their audiences tick and follow up by creating communication designed to grab and maintain their attention. This said, let’s take a look at some of the campaigns on air to see which brands have got the big idea, which ones are using execution as a crutch and which ones never had a clue.

Please note that these reviews are based on the faith/assumption that all the ideas/campaigns are original and not copied from other sources.

BRAND: Bank Alfalah

Campaign: Kamyab Karobar Current Account
Message: If you open a current account with Bank Alfalah, you will live happily ever after.
Effectiveness: Let’s face it... it has always been difficult to tell one Pakistani banking campaign from another. They all have similar products and promises and communicate them in more or less the same way. Some feature local heroes, others pick unsung ones, but it is generally always the same spiel about having a supportive partner who helps you move forward, blah blah blah. This is why I tip my hat (a little) to Bank Alfalah for at least trying to break the mould with their cinematic storytelling approach. However, that said, I don’t think this campaign will do wonders for the brand. Opening a current account is never going to make you successful. And was it really necessary to incorporate the laundry list of vanilla banking products in the storyline? It felt very contrived. If Alfalah chooses to continue down this path, I hope they find less clichéd and more inspiring stories to tell their audiences.
Verdict: I’m not putting my money on this one.

BRAND: Oye Hoye

Campaign: Oye Hoye launch
Message: Life mein oye, chips mein sirf Oye Hoye.
Effectiveness: Maybe I am not getting it, but I didn’t see the point of dressing Fawad Khan up like a hipster doofus and having him narrate a rather bland and fraudulent tale of a lacklustre escapade where basically nothing happens. For me, celebrity endorsements are a last resort, a steroid you jab into your brand for a temporary pump-up. It is the card you play when you have nothing new or substantial to say, but still want to look relevant. It is not something I would rely on to launch a brand, especially one that has a wide open playing field to do something fun and memorable. And I would certainly never pick someone who is already associated with almost every other brand I can think of. A launch is the time for a brand to come out swinging with its own positioning and platform. It is the time to create a new space and shake things up a bit. I’m not sure if audiences will remember this brand for anything more than the colourful packaging and association with Fawad.
Verdict: More like ‘aye haye’.

BRAND: Candyland Jumbo Eclairs

Campaign: Maza chalay dair tak
Message: Keeps your trap shut for longer (and for the better).
Effectiveness: Advertising confectionery is not easy. Trust me, I know. There is hardly anything to talk about other than the ingredients, the taste, or how the product makes you feel (usually happy or indulgent). I guess this is why every dark chocolate commercial makes you feel as though you are watching porn – and unfortunately, in this category, there really is no other way to convince people to try the product. This campaign, however, took the road less travelled. They could have said that Jumbo Eclairs are bigger, but no. They came up with a great idea that is not only entertaining, but memorable, relatable and campaignable – it keeps your mouth busy for longer so you don’t end up saying stupid things. I certainly know a few people who could use a handful of Jumbo Eclairs. I can see this idea going on for months if not years (if that is part of their strategy).
Verdict: I’ll be enjoying this one for a while.

BRAND: Coca-Cola

Campaign: Pakistan ke naam
Message: Share a Coke with your fellow countrymen (and countrywomen).
Effectiveness: Great big ideas have a few things in common. They are simple, relatable, memorable, and can last a lifetime. Coke has always been a brand that is not afraid of sticking to a basic message (while their competitors flounder around trying to figure out which platform they stand on). Their latest campaign has taken personalisation to a new level, associating Coke with our individual identities while becoming part of all the things we as Pakistanis love to share – pride, patriotism and cricket – and that too without looking anything like the competition. Great idea. Great adaptation. Great way to connect to audiences.
Verdict: I would share this any day.

BRAND: Servis Shoes

Campaign: Utaarnay ka scene hee nahi (New Summer Collection)
Message: More comfortable than your own feet.
Effectiveness: Some people might fault me for favouring such a simple campaign, but you know what? That is why it’s so great. It’s simple. While the rest of the world is trying to convince me that chicken nuggets will somehow bring my family together, or that a fairness cream will enable me to lead a more successful life, Servis is telling me the only thing I want to hear – they make really comfortable shoes; so comfortable that I would probably never want to take them off. No unrealistic emotional benefit. No irrelevant brand promise. Just a simple idea that is engaging enough to grab your attention and leave you with a clear and lasting message.
Verdict: Idea acha ho, toh usay bhoolnay ka scene hee nahi!

Taimur Tajik is Creative Director, Manhattan International.