What an Advertise-Meant?

my take on the latest Indian advertisements             

Pepsi ‘My Can’ Ad featuring Ranbir Kapoor

with 5 comments

{Double click to view larger video}

Tagline: [Not available yet]

Agency: JWT

Duration: 30 seconds

First seen: December ’08

Ad Message: Establish the 15 Rs. Pepsi ‘My Can’ offering in the market

Target Audience: 15-25 years young SEC A & B crowd

Frequency: Medium

Description: This ad opens with a store shutting down when a guy (played by Ranbir Kapoor) and a girl (played by Pooja Sharma) both reach out to grab the last can of Pepsi. The struggle for the coveted can begins with each of them proclaiming it’s ‘my can’. The girl not wanting to give-up the can ends up in the guy’s apartment and does not give ground even when the guy takes off his shirt. She covers her eyes but continues to hold on to the can. Last shot informs that the story is ‘to be continued’.

[Caution: Strictly opinionated comments follow]

Do us a favor JWT, please don’t ‘to-be-continue’ this one. How on earth could you forget that Pepsi once took potshots at Akshay-Kumar-grabbing-the-last-bottle-of-thumbs-up series by coming up with an ad which proclaimed ‘Pepsi piyaa karo uncle, har jagah milti hai’. Have you heard of the term ‘consistency’? Here is a brilliant article to get you started.

It looks like such a humdrum idea, so very predictable from the very first shot. Moreover, the story has very glaring loopholes – a girl who is ready to barge-in in a strange guy’s apartment (that too at night time; since it was time for the store to shutdown silly!) BUT covers her eyes while he takes off his shirt (mind you, only ‘while’ he is undressing – somehow she is quite comfortable once the process is done).

Again, like the Kareena-Desi-Beats ad, this seems more like a video showcasing Ranbir Kapoor; hard not to notice how brazenly the girl has been ignored – you get to see her face only once during the entire clip.

The only positive thing is that you end up remembering it is a ‘My Can’ ad simply because of the repetition technique used. And yeah, I can see a niche section of teenage-dimwit gals drooling over Ranbir and if they end up buying some ‘mycans’, good for Pepsi.

But definitely not my cup of tea, this ‘mycan’ (and that’s when I have seen only the first part).

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 2 30
Execution      
Storyline/Screenplay 10 1 10
Music/Jingle 10 3 30
Cinematography 5 3 15
Acting 5 5 25
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall     0
Brand Recall 10 7 70
Ad Memorability 5 6 30
Tagline     0
Product Association 5 6 30
Target Audience Connect 7.5 5 37.5
Entertainment 5 3 15
Claim 2.5 2 5
Emotional Appeal 2.5 1 2.5
Total 92.5   365

Weighted Average Rating: 365/100 = 3.65 (on a scale of 10)

Your rating please –


Advertisements

5 Responses

Subscribe to comments with RSS.

  1. amazing collection of ads….beautiful…i never realized one can review ads too until i saw your blog.

    lvs

    December 25, 2008 at 1:48 pm

    • @Ivs: thanks for visiting!

      AsMi

      January 5, 2009 at 1:32 pm

  2. […] powerful and unexpected idea of all times]. I never thought that after the great build-up in the first part, JWT could actually follow-it up with an even more enchanting and befitting […]

  3. the ad really confuses as to whether it is trying to sell pepsi or ranbir kapoor..the popularity of ranbir might help to get away with such a lousy ad but still a little bit more focus on My can itself could have definitely attracted focussed attention towards the product

    Aditya

    January 6, 2009 at 4:24 pm

  4. Hello!
    Very Interesting post! Thank you for such interesting resource!
    PS: Sorry for my bad english, I’v just started to learn this language 😉
    See you!
    Your, Raiul Baztepo

    RaiulBaztepo

    March 29, 2009 at 12:12 am


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: