BRAND TOUCHPOINTS

Powerful idea

Posted in Uncategorized by Abhinaya Chandrasekhar on September 21, 2009

My all-time favourite print ad has been Southwest’s retaliation- “Liar Liar pants on fire” to Northwest on their claim to be No. 1 in customer satisfaction.

Recently, I came across another ad that caught my eye.

filmfare

  • Today, where visuals dominate, this ad has reversed the process. An excellent portrayal of the cliches that are unfortunately true.
  • A touch of humour in reality.
  • This is an example of a powerful idea backed by an extremely simple, yet equally powerful execution.

From a consumer’s point of view:

Sans the advertising p-o-v, I wanted to find out if this ad makes an impact on non-advertisers. So I picked 5 people belonging to different industries and have nothing to do with marketing. I showed the ad to them individually. Here’s what happened:

3 of them found the use of colors attractive.

All of them had an immediate smile while reading the copy.

Most important, all of them could recollect the date filmfare was scheduled for, even 10 minutes after the ad was taken away from them. The ad has hit the target bang-on.

Most of the ads or even websites focus on design and colors. The cosmetic appearances are temporary. What manages to create an impact is always the content, communicated in a creative manner. Compromising on content is a sin. Ads like this bring out the power of ideation before getting into the visuals. They have their message right and the creative route chosen is excellent. Great work Mudra!

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3 Responses

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  1. Alagu said, on September 23, 2009 at 10:57 am

    Good one =D

  2. Sudhir Pai said, on September 23, 2009 at 11:15 am

    Lovely stuff. Though I’m sure the art director might have been pretty pissed about the eventual layout. But that’s always the creative side of the story.

    Coming back to long copy, I think it still works. And better then ever. But then in this world when media merge, and brands talk of integrated marketing and 360 degrees, there’s bound to be a case of one medium dominating the rest.

    Case in point, have you ever read the copy written on the price tag of a Puma Product? Have you read the copy in a manual for BMW? The way i see it, the advertising for Puma (I think its Droga5 that handles Puma) is so good (with or with out long copy) that I’m drawn to the product, and then when i read the stuff that comes with the price tag, I’m convinced it’s something I should own a pair of puma.

    There’s long copy still, in booklets, brochures, websites, even price tags, and in some cases press ads. If you do take only the case of press ads for this argument, then I agree, Press ads have over the years become more and more visual, to the extent of there being a new genre of Press ads, titled “No-copy advertising”.

    • Abhinaya Chandrasekhar said, on September 24, 2009 at 4:33 am

      Thanks for writing. I have looked at press ads only in this case.

      Lot of clients nowadays are also giving more importance to design. Yesterday I met a client who wants to get the creative route set right first for his brochure. And by creative route, he means only design. When we suggested copy, he was unaware that copy for a brochure cannot be generated in one day when we currently have no knowledge about his line of business.

      Why do you think this is happening?


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