Jomaatho
The new Zomato ad may generally seem like a severe stretch and massively pointless. After all, who really cares how Zomato is pronounced as long as we get what we want, on time? But, like all good campaigns, the Zomato campaign seems…
Category: creative
Internal logic, or the lack of it, in advertising
Advertising is an awkward combination of fiction and non-fiction. To be interesting, it needs to use fictional elements that lead to suspension of disbelief on the part of the viewers. So, when Axe shows that women get magnetically attracted to the scrawny…
Women’s Day 2023: Ford vs. Mercedes
Two Women’s Day 2023 campaigns by automobile companies that stood out for me, for vastly different reasons: Ford and Mercedes. Ford’s campaign, by the agency VMLY&R, was something of a crowd favorite, given the number of people I noticed sharing it on…
HDFC Life’s ‘The Missing Dulha’ ad campaign has an ingenious idea!
Update: Tata Sky did the same back in 2015, in a series of 13 interconnected ad films based on the same story, plot, and protagonists. Agency: Ogilvy. Playlist at the end of this post. — HDFC Life’s new campaign titled ‘The Missing…
Swiggy’s screenlife ad for Valentine’s Day is a winner
Swiggy’s Valentine’s Day 2023 ad film by the agency Talented is possibly* (see update at the end of this post) India’s first ad that uses the screenlife format. Screenlife is a visual narrative device that tells the story using a digital screen,…
Personification as a creative device in advertising
Here we go, exactly one year later! 🙂 Last year, in February, I had written about the use of anthropomorphism as a creative device in advertising. Simply put, anthropomorphism is giving human form to things/objects. This works very well in advertising since…
Attention to detail to power narrative devices
Back in January 2018, Ogilvy had done an outstanding ad film for Asian Paints. It was called ‘Homes Not Showrooms’ and it followed an old father going around his son’s new home along with his grandson, trying to do something on the…