We are fortunate to be living in an era of creativity. As a kid, I remember myself being a fan of advertisements blessed with catchy jingles. Advertisements weren’t in vogue those days. It was a period when the ad film makers and the IT professionals were not so cool, a period marked by a stark contrast to the economic policies that made Indians poorer and India richer. Now almost two decades after the “revolution”, here we are in the era of Zoozoos, with levels of creativity reaching dizzy heights.
But there are a few advertisements I stumbled upon in the recent past that made me think if the human race is travelling back in time to the days of the early men. I mean, how can a human being be so sterile in terms of imagination and creativity? The following is a list of ads that annoyed me to the hilt:
Docomo: I was highly impressed by the simplicity and the creativity in the Docomo ads initially. Be it the use of stick figures or the cute “tu toothu” jingle, everything worked for the ad. Then they slowly started overdoing it. They tried an emotional connect with an ad set in a train and it bombed big time. It used to be aired during the over breaks in the indo-oz series and I remember my friends booing loudly in the hostel common room every time.
But Docomo hit an all time low in terms of innovation and judgement by employing Ranbir Kapoor as their brand ambassador. Watching him onscreen is a pain in itself and I wonder how a sane person can possibly entrust this kid with the responsibility of endorsing a brand. Ranbir is supposed to be doing stand up comedy in this series of ads. How the hell did the makers find this funny? The people laughing in the background have to be retards of the highest order! And Ranbir, go drink milk kiddo. Try knocking on Amul’s doors. At the moment, you look like Docomo’s Zoozoo. It’s just that you’re not funny.
Idea: I have no idea how the makers of this ad could have made a front door entry into the world of ad film making. Film critics had unlimited fun mocking at his histrionics in Raavan in the hope that he wouldn’t try his hand at anything as silly as that again. He’s back with a bang though. People had the easy option of skipping Raavan but the nature of AB’s new Avatar is such that there is no way out. To add to the misery, as if one AB wasn’t enough, we get to see three Abisheks in the ad, as if one was not enough.
JK Lakshmi cement: This one is quite old but I’m sure it’s still fresh in everyone’s memory. Remember the horrendous sight of a pathetic model clad in a single piece bikini walking out of the sea towards the shore? I’m sure that not a single person who’s watched that ad has deciphered its relevance to the product and it doesn’t look cryptic either. If the idea was to titillate, why didn’t they go for a better model atleast?
Parryware: During the Wc, every ad maker wanted to capitalize on the cricket craze in the nation. This resulted in an atrocious series of ads. The worst of the lot was Parryware. I am out of words!
The aforementioned ads have two things in common: 1. All of them are horrible. 2. All of them shared the purpose of promoting their product and most importantly, they had a product to be advertised. But I considered excusing all those ad filmmakers when I saw these. No purpose, no product, what the hell is your problem? can't say these are advertisements, but what in the world are they?