Campaign Watch

In this fast-paced environment creating entertaining and engaging ads that keep your audience hooked and generate conversation is more crucial than ever. One of the most effective ways to achieve this is by seeking constructive critiques and feedback on your work. Ad reviews play a vital role in making campaigns better and ensuring they communicate messages effectively.

Brand: Sunridge

Agency: IAL Saatchi & Saatchi
Campaign: Taqat ki Misaal
Message: A mother loves you just the way you are!
Effectiveness: This Mother’s Day campaign takes a refreshing and much-needed turn with a beautiful narrative. For decades, we have celebrated working mothers and housewives, but for the first time, this campaign shines a light on the incredible strength of the mothers of special needs children. The ad is heart-warming, featuring a touching voiceover and an emotional song that amplifies the message of unconditional love. It beautifully captures the essence of a mother’s unwavering love, highlighting that whether you win or lose in life, a mother’s love remains steadfast and embracing.
Verdict: A heartfelt tribute to special needs moms, delivered through a compelling narrative and an emotional, resonant message.

Brand: Heart Beats

Agency: Adcom Leo Burnett
Campaign: Bite Lo Light Lo
Message: Every situation can be handled better if you take it with a lighter note.
Effectiveness: The Peek Freans Heart Beats ad series comes with a brilliant light hearted and humorous tone, perfectly aligning with the product’s essence. The direction, concept, copy and execution are top-notch, effectively portraying relatable scenarios with a comedic twist. For example, the scene where the husband questions his wife’s delay in getting ready is handled wonderfully, with her alter ego humorously remarking, “These people who get ready in two minutes don’t know what perfection is.” The wordplay is particularly memorable: “Agar Mona Lisa ki painting ko bhi 2-minute milte tou Mona nahi namoona banti.” The concept feels fresh and presents a novel take on everyday situations.
Verdict: Brilliant execution, precise messaging, and a light-hearted approach make this campaign a standout success!

Brand: Panther Tyres

Agency: In-house
Campaign: It’s all about the grip
Message: Panther tyres provide excellent grip.
Effectiveness: The ad seems almost bearable if you watch it on mute due to the bad audio quality. When Babar Azam says, “Level hee aur hai,” it kills the vibe. The ad is strong and has swag, but Babar Azam’s acting seems forced and his anger feels fake. When he shouts, there is no sound effect to give the scene any real impact. Personally, I feel it could have been much better. Instead of conveying power, it comes across as funny. The camera work is still appreciated and on point, though. The copy should be improved, and I feel the message is not clear with the ad.
Verdict: Strong visuals can’t save the ad from the impact of poor acting and a weak message.

Brand: Mezan

Agency: Adcom Leo Burnett
Campaign: Ramzan Campaign
Message: Celebrate Ramzan by setting a table that is welcoming and inclusive for everyone.
Effectiveness: The ad adopts a cinematic approach, presenting a visually stunning portrayal of culture and the Hindko language against breath-taking mountain landscapes. It is not only a visual treat but also a delight for the ears, with its harmonious blend of music and dialogue. The ad beautifully captures the essence of inclusivity, emphasising the warmth of family bonds and a community-centric approach. The TVC is expertly shot, skilfully intertwining Pakistan’s cultural richness with Islamic values. The portrayal of empathy and hospitality is seamlessly integrated, creating a compelling and culturally resonant narrative.
Verdict: Simply amazing approach, heart-warming and a treat to watch!

Brand: Knorr Noodles

Agency: We Are Transmedia (wrt)
Campaign: Ab Rs 30 mein Tiffin Chatt!
Message: Even inflation can’t stop you from enjoying a lunchbox filled with your favourite snack.
Effectiveness: The Knorr ad delivers an exceptionally creative execution, narrating the story from the perspective of a cat. This clever choice of character adds a playful dimension that captivates viewers, especially younger audiences. The cat’s anticipation of a filled lunchbox contrasts humorously with the reality that, thanks to Knorr noodles, the tiffin never returns with leftovers, leaving the cat disgruntled. The brilliance lies in the ad’s ability to showcase a character’s amusing aversion to the product without compromising the brand’s integrity. The concept of Ab Rs 30 Mein Tiffin Chat is seamlessly woven into the narrative, offering a fresh and engaging approach that holds the viewer’s attention. This execution is not only innovative but effectively reinforces the value proposition of a well-filled tiffin for just Rs. 30.
Verdict: A delightfully engaging ad, masterfully executed with a fun approach.

Hafsa Mehak is Creative Consultant, Symmetry Group.