Published in May-Jun 2020
Amreli Steels – Aap Ki Tarha Solid
Agency: Arey Wah
A great ad that celebrates the importance of adhering to morals and values, while emphasising the subtle but real difference between good and right. Hajra Yamin (daughter of Shabbir Jan in the ad) narrates how her father has lived his life as a man of integrity, always choosing what is right rather than good for him. Becoming a good man is easy because what is good is subjective and varies from person to person but becoming righteous is difficult. Jan is labelled as a stubborn man not only by his acquaintances but also by his brother for never succumbing to family or societal pressures. His solid character is tied in with the brand as his son concludes: “A person of such a solid character should only have as solid a sarya in the house he is finally able to build – Amreli Steels #AapKiTarhaSoild.”
Brooke Bond Supreme – #DooriyonMeinApnapan
Agency: Ogilvy Pakistan
Categories: TV, Digital
Social distancing may be the need of the hour but that does not mean we have to be hostile towards people who have contracted the virus. Brooke Bond Supreme very timely and effectively tries to break this stigma with their campaign #DooriyonMeinApnapan, emphasising the importance of showing compassion towards Covid-19 patients rather than ostracising them. A cautious husband warns his wife against making any contact with an infected neighbour; he is corrected when his wife leaves a cup of tea outside the neighbour’s door – demonstrating that we can still care for people while remaining physically distant.
Burger King – Social Distancing Whopper
Agency: Wunderman Thompson
Categories: Print, Digital
Due to Covid-19, brands the world over emphasised the importance of social distancing, and several of them produced memorable work. These include Burger King Italy’s ‘social distancing’ Whopper, which was available via their delivery and take away services. With three times as many onions, Burger King promised their customers that once eaten, almost no further social distancing would be required.
Honda – #StayHome
Agency: Memac Ogilvy, Dubai, UAE
A 35-second car DVC which from beginning to end, tells consumers to stay home rather than go for a drive, while seamlessly showcasing how the ad itself was made at home (using a toy car).
Jam-e-Shirin – Neki Ki Mithas Jam-e-Shirin Kay Sath
Agency: Adcom Leo Burnett
Although the acting and dialogue delivery could have used some more work, the underlying message is that Jam-e-Shirin is a huge and permanent part of Ramzan, whether it’s shown through an old-fashioned, family-singing-about-a-product-ad, or in this case, a maid and her daughter unexpectedly receiving ration before iftaar.
Lifebuoy: Haaton Ki Hifazat
Agency: MullenLowe Rauf Group
Categories: TV and Digital
At a time when most organisations were pushing consumers to buy their brands, Unilever took a different route. The gorgeous Ayeza Khan (of Mere Paas Tum Ho fame) told the public: “You have seen me promote Lifebuoy previously, but now I urge you to use any soap – because the safety of your hands can mean the safety of Pakistan.” Although the TVC did have several shots of the brand, in addition to Lifebuoy’s logo throughout its duration, it undoubtedly stood out because of its message and execution.
Kia – Different is Good
Agency: MullenLowe Rauf Group
Categories: Digital, TV
Thankfully moving away from the typical ‘man in car on a smooth ride through the desert’ or ‘Picture-perfect family of four smiling in their new family car’ ads, Kia Pakistan’s series of ‘Different is Good’ TVCs show us the casual yet meaningful conversations (not littering for example) family and friends have with each other while on a drive. Different is definitely good.
Zameer Ki Awaz, Kamao Rizk-e-Halal – A public service message
Agency: Bulls Eye DDB Group
Finally a much-needed public service message about corruption. A father’s conscience is pricked by his young son, who after listening to his father’s phone conversation, asks him what ‘upar ki kamayee’ means. For lack of an answer, the father bends his head in shame and reflects. In the next shot, Anwar Maqsood addresses the audience urging them to listen to their conscience before its too late and earn halal because “no matter how much you sugar-coat it, a wrong will always be a wrong.” A great message communicated excellently.