Thursday, June 25, 2009

Openin Happiness in Library

Ad By: Wieden + Kennedy

Place cannot bar happiness !!!

Coke believes that no reason can also be some reason to open happiness. From new bike in locality to senior citizens playing carom, anything can become a happy moment when Coke is accompanied with it. And now this time it is Library. The most unexpected place that can be turned into a happy place. But Coke seems to have no bars. The ad starts from a library (ends also at library) where everyone has their eyes in books lying in front of them, reading thru those boring books with a pen/pencil running from home to end. The obvious expression of boredom on face of guy and girl who are sitting across the table and supposedly reading their books. The guy looks around and tries to break the silence dipped in boredom with the girl. He starts by sketching a guy on his hand that waves a hi to girl. The thought thats obvious in everyones mind when viewing this is that guy is trying to hit on girl and just acting smart to impress her. The reply expected from girl is that she puts him off showing her smartness more than him. But No !!! She replies back with same difference. Another sketch, this time on her hand and in a more smarter way. The conversation is on with sketches on hands taking it along. Interestingly they take the story further with hands full in swing. Now enough of conversation and its time that they get along in some way. How can Coke be missed out when its about happiness. Happiness of two people getting closer. Guy amazingly draws a coke bottle on his hand. To which girl replies with Glass getting filled with Ice (Has to be "Thanda" Coca Cola). The girl gestures a yes by turning her glass towards coke on guys hand. Guy smartly opens the bottle and in the library, both bring their hands together so that coke gets in the girls glass. Wow!!! Cool, interesting, youthful though i also feel slightly kiddish but fun idea.
Only if they could also show that guy was also interested in the Coke and was not just interested in hitting on to girl then that would have been like "The Coke Effect". Or when the camera zooms out, showing other people sitting in the library, that time other people can be shown as bringing their hands also towards that guy. But still, Coke has always been interesting in their ideas and executions. Earlier ads has been on lines that how simple small things of life are important and are worth making moments of happiness. This time its about any place can be turned into stage to open happiness. Creative for sure. Coke maintains its image in the entire tenure.

Coke opens when happiness is already open !!!

Wednesday, June 24, 2009

Dent = Happy

Ad By: McCann Erickson

HAPPY DENT...Justifies the name everywhere. Indeed !!!
Leaving behind such a "dent" in heads of audience that they just cannot escape noticing it. Its noticed in such a way that anyone wonders how do they think so simple yet so big. Always leaving behind a "happy" feeling.
The previous ad from Perfetti for Happy Dent which was also said to be the Best Advertisement is still so fresh in minds of audience that today also you can find it in any discussion about advertisements. Kudos to brilliance n creativity, they didnt choose to play safe and stay with an acknowledged successful campaign. Rather before it washes out from heads, they have new concept to cover the earlier dents. Again, the idea is so simple about a jungle and a village which starts on such a simple base that you are perplexed to see the way it concludes. A transport vehicle of Happy Dent broken down in a jungle and few elephants passing from there crushing them all. Day sets and like earlier days of Raja Maharaja (In previous Ad), Happy Dent again brings the brightness. They have never moved away from what they want to say. Any innumerable ways they have used to bring Happy Dent close to people but all they say is brightness lies within Happy Dent. Besides the superb execution of simple concept, the music in background compliments the entire picture. The video, the audio, the idea, the execution, the dent, the Happy feeling...makes it "The Ad".
The advertisement is definitely interesting but the best thing about it which is always there in Perfetti products ads is that they are equally interesting everytime they are seen. Surely, it is talked about, it is known around, what more is required to reach the consumer and get your product rolling.
When you win the race once, you are liked; when its repeated then you have to take onus of being champions. Happy Dent needs to meet the expectation of its viewer and consumer everytime now. Doesnt seem tough though !!!