Advertisement 1: Orbit Chewing Gum
Orbit is one of the world's largest selling
chewing gum brands. In India, the brand shares the market leadership with Centre Fresh
brand. Orbit was launched in India in2004. It was
India’s first sugar free chewing gum and together with Perfetti's Happydent, this brand has rejuvenated the chewing
gum segment in India.
The brand when launched differentiated itself
from the existing chewing gums with its sugar free property. Globally the Orbit brand adopts the tagline
"For a good clean feeling no matter what". In India, Orbit
uses "for healthy teeth and prevents tooth decay" as its main
message. Orbit White launched their most popular advertising campaign with the
“Cow” series.
The following is an analysis of the first advertisement in this series. The advertisement shows a mad animal
specialist,, who speaks in “Butler-English”. He expounds the special quality of
Orbit White Chewing Gum that whitens the teeth of a cow that previously had
yellow teeth. His conclusion is that if it works for the cow, it’ll work for you too. This
commercial tries its hand at humour in drawing attention and generating
interest. It succeeds to quite an extent in this intention, but also fails at few places. The caricature of the doctor
succeeds exceedingly well. Viewers immediately recall the product, the brand
and the entire advertisement on any reference to it. The product and brand are
duly highlighted. They are not lost during the telecast of the
advertisement.
The commercial’s message is wound around the product, making the
product and the brand as much as a part of the advertisement as rest of the
characters and the concept. The
advertisement also successfully plays to the sense of humour of the viewers. Any
reference to the product results in immediate association to the doctor and his
cow volunteer. This gives viewers a
light-hearted view of the product. Nonetheless, there have been
instances where the sentiments of viewers have been hurt. In such cases, it
seems that the concept that starts out as funny turns out to be a gross
miscalculation of the sense of humour of the viewers.
The characterization of the doctor and the way he
speaks English can be constructed as offensive by many viewers. Since the
doctor is a deliberate attempt at making fun of bad grammar, viewers who are
insecure of their oral abilities may find the advertisement offensive. Overall,
the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humour can be
seen as tending towards slapstick comedy – and a very poor attempt at
that. However, the advertisement does not
fail completely.
The product and brand are imprinted in the minds
of the consumer. Any reference to the product brings remembrance of the
humorous advertisement.
Advertisement 2: Visa Card
Visa Inc. operates the
world's largest retail electronic payments network and is one of the most
recognised global financial services brands. Visa facilitates global commerce
through the transfer of value and information among financial institutions, merchants,
consumers, businesses and government entities. Visa gained the attention
of television viewers with a “TUK TUK” featuring Pierce Brosnan. The following
is an analysis of the advertisement. A
limousine drives through the streets of Bangkok, only to be thwarted by a
traffic jam. Pierce Brosnan winds down his window and catches the
eye of a tuk tuk driver. The driver, delighted to have James Bond in
the back seat, revs the engine and pulls a wheelie which begins a
stunt filled and effects laden ride through alleyways, restaurants and shops of
Bangkok. The tuk tuk arrives at the hotel just as Brosnan’s dining partner
pulls up in a limousine. Zhang Ziyi
steps out and apologise for being late. The tuk tuk collapses, totally exhausted
by the trip across town. Brosnan reaches for his jacket pocket and throws his VISA card to the driver. Later in the evening,
the tuk tuk driver pulls up with a brand new tuk tuk, revving his engine
and beckoning for Brosnan and Zhang Ziyi to join him.
The tagline: “Visa: All it
takes.” This advertisement can be considered
a success. It does a lot of things right and gains not only the
attention and interest of the viewers, but also builds a strong brand
image and remembrance. The product
is clear and highlighted. The brand, too, is not lost during the course
of the advertisement. The product and
brand is the core of the advertising message. Any attempt
to analyze the commercial otherwise would prove fruitless. The
advertisement retains a “dashing” air, quite literally. The commercial
successfully draws on the sophisticated action of James Bond and
highlights it exceedingly well in the tuk
tuk mad-dash through the city. The brand Visa is associated with sophistication
and quality. With this advertisement they reinforced this image and add it to a
certain panache and active participation.
If the advertisement
comes under any criticism at all, it is from a purely logical standpoint. When Brosnan hands over his VISA
card to the tuk tuk driver, the driver returns with a new and better
powered tuk tuk. However, there are those who argue that anyone would have disappeared with the card and spent all the
money. Nevertheless, for those who appreciate honesty, this
advertisement succeeds. The commercial
generates good feelings in the minds of the viewers. The product and brand are remembered. Additionally, the brand
image is improved and remembered.
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