What an Advertise-Meant?

my take on the latest Indian advertisements             

‘The Week’ Magazine Ad

with 2 comments

{Double click to view larger video}

Tagline: More About What Affects You

Agency: Mudra

Duration: 60 seconds

First seen: November ’08

Ad Message: Revamp the magazine’s image and attract more readers

Target Audience: 25+ years middle-high income group

Frequency: Medium

Description: The ad shows a guy jogging by the beach as he passes by a number of different things – a protest rally to save penguins (making it to page 38), a laughter club (making it to page 10), a fashion show by the beach and a wardrobe malfunction (making it to page 6), a group of air hostesses boarding a bus (on page 50), another protest to stop inflation (making it to page 20) and how he gets drenched as the police repels the crowd using the water hose. The last shot shows the guy holding a copy of the magazine with his dripping face making it to the cover page. Closes with the voiceover “More about what affects you. The Week”

[Caution: Strictly opinionated comments follow]

Magazine advertisements on Indian television are very few and far between and so this commercial has an instant advantage in that sense. And the idea that everyday events affecting a common man find a space in this publication is a good differentiator to sell. What I also liked was the way “page numbers” were subtly blended in each of the scenes. It also aids in remembering that it’s a magazine commercial.

How much I agree with the choice of ‘events’ in this ad and ‘the page numbers’ assigned to each, is another story. I mean, wardrobe malfunction making it to page 6 when protests to stop inflation are on page 20, seems shallow to say the least. Moreover, a laughter club and a rally to save penguins are just mundane examples of events influencing a common man (that also takes a long stretch of imagination btw) but I simply could not fathom the significance of ‘air hostesses boarding a bus’ scene? Granted that the magazine wants to come across as covering a broad variety of topics and not just politics-heavy content but they could have done much better in coming up with more pertinent situations.

Other than that this aesthetically shot ad could sure help some copies of ‘The Week’ get off (if not fly off) the shelf. 

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 6 90
Execution      
Storyline/Screenplay 10 4 40
Music/Jingle 10 6 60
Cinematography 5 7.5 37.5
Acting 5 7 35
Duration vs Impact 5 6 30
Cost vs Impact 5 6 30
Recall     0
Brand Recall 10 7 70
Ad Memorability 5 7 35
Tagline 7.5 7.5 56.25
Product Association 5 7 35
Target Audience Connect 7.5 7 52.5
Entertainment 5 5 25
Claim 2.5 6 15
Emotional Appeal 2.5 6 15
Total 100   626

Weighted Average Rating: 626/100 = 6.26 (on a scale of 10)

How did you like this one –

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Written by AsMi

November 27, 2008 at 3:59 pm

2 Responses

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  1. Agreed on the page numbers flaw.
    Another enhancement could have been having a page turn transition between the different situations.A small amount of wordings in the end mentioning The Week as a magazine could have done more favor as audience don’t expect an ad campaign frm magazines.

    lucky murari

    December 30, 2008 at 12:09 pm

    • @lucky: nice suggestions! I completely agree with both of them.

      AsMi

      January 5, 2009 at 1:26 pm


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