What an Advertise-Meant?

my take on the latest Indian advertisements             

Samsung LCD TV Abhinav Bindra Ad

with 9 comments

{Double click to view larger video}

Agency: Cheil

Tagline: “Design is a passion, performance is a thriller.”

Duration: 30 seconds

First seen: October ’08

Ad Message: <<still wondering>>

Target Audience: High income group (25+ years)

Frequency: Medium

Description: Opens with Abhinav Bindra clad in a shooter’s attire aiming his rifle and hitting bull’s eye. Next, we see shots of him winning the gold medal flashing on Samsung LCD television while he watches intently. Interspersed are random shots that remind you of the high definition CDs that are played in every other television store these days. Voice-over: “I have always been focused on performance, and now I am passionate about design. For me, design is a passion and performance is a thriller. Samsung LCD televisions; I am in love with the global number 1.”

[Caution: Strictly opinionated comments follow]

Again, this one has been on air for a while now but my heart still goes out to Abhinav Bindra whenever I watch this bum…err…commercial. Samsung’s ad agency sure has achieved a rare feat – taken the most impactful brand ambassador one could ask for and still come up with an ad that is as impotent as it could get. I mean, they had some serious advantage in being the first product that the nation’s latest sports-sensation Mr. Bindra chose to endorse and yet, they managed to blow it up big time.

The most glaring drawback in this otherwise passable ad is the absence of any single coherent message being conveyed. When I saw this ad for the first time, my thoughts went…Ok so they are talking about performance…oh no no no…they are talking about design…oh no no no …they are talking about passion…or…thrill…or…global no.1…uhh you must be kidding, right? Move over Miss South Carolina, you have been outdone now.

Come on Cheil, India’s # 1 is in love with the global # 1, surely you could have done better justice to both of them.

And you know what follows:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 2 30
Execution      
Storyline/Screenplay 10 1 10
Music/Jingle 10 4 40
Cinematography 5 3 15
Acting 5 5 25
Duration vs Impact 5 4 20
Cost vs Impact 5 2 10
Recall      
Brand Recall 10 5 50
Ad Memorability 5 5 25
Tagline 7.5 0 0
Product Association 5 5 25
Target Audience Connect 7.5 5 37.5
Entertainment 5 3 15
Claim 2.5 5 12.5
Emotional Appeal 2.5 2 5
Total 100   320

Weighted Average Rating: 320/100 = 3.20 (on a scale of 10)

What is your opinion about this ad?

Advertisements

9 Responses

Subscribe to comments with RSS.

  1. Hi. I read a few of your other posts and wanted to know if you would be interested in exchanging blogroll links?

    Jeff Atkinson

    November 8, 2008 at 2:25 pm

  2. […] unknown wrote an interesting post today onHere’s a quick excerptNext, we see shots of him winning the gold medal flashing on Samsung LCD television while he watches intently. Interspersed are random shots that remind you of the high definition CDs that are played in every other television store … […]

  3. @Jeff: Hi and thank you for the offer. I am yet to create my blogroll section, but will note your link in case I do. You can add my blog’s link if you wish to.

    AsMi

    November 8, 2008 at 4:32 pm

  4. […] Tagged with Bajaj Allianz, Bajaj Allianz Vijju ad, Early Start Plans, Vijender Singh, Vijender Singh Bajaj Allianz « Samsung LCD TV Abhinav Bindra Ad […]

  5. overall content and the way the whole ad was shot was completely crap, moreover he looks funny in that shooting attire

    maya

    November 16, 2008 at 1:23 am

  6. For once Samsung’s agency did not goof up!
    What happens when the client (read Koreans – who call Jaipur rural market!) dictates the script and forces the agency to re-shoot a script entirely different from the Brief and the Objective???
    This disaster!!!
    I still dont understand this Orintal obsession about No.1… Someone is India’s No.1, World’s No. 1, Global No. 1, Japan’s No. 1, No. 1 Loved… beats me!!!

    Inside Story

    December 22, 2008 at 4:07 am

    • @Inside Story: Having been on that fateful floor in IFCI tower myself, I can completely empathize with what you are saying. But that doesn’t make this ad any less of a disaster. Sorry.

      AsMi

      December 22, 2008 at 5:58 am

  7. @AsMi!
    Agreed – a disaster and no less if you consider the Primary TA being SEC A1A2, 30-40 Y.O.
    A great success if the you consider it as a piece of Direct Marketing with TA being an Individual on the other building (EROS towers – SWA HQ) its superb!
    Let me assure you I do not belong to the ill-fated agency (thankfully) but a mere observer who saw the whole fiasco sitting on the 6th Floor IFCI.
    I lamented – while the “Nero” burnt the Brand down 😦

    Inside Story

    December 30, 2008 at 1:19 pm

    • @Inside Story: I hear what you are saying, loud and clear. I am relieved that atleast one ‘individual’ in SWA HQ is happy 😉

      AsMi

      January 5, 2009 at 1:25 pm


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: