Mitchell’s Tomato Ketchup ad 2013

Is it just this video or the white balance of this ad was not set at all? I have absolutely no idea. I have said it a million times before and this is just plain sad to see horrible acting in ads. 

If I have to compare this ad with its competition than National Tomato ketchup is the first name that comes to my mind and that ad was brilliant with a catchy jingle and fancy shots. This ad has tried to do the same, trying to create a catchy jingle and make a collage of good shots but they haven’t been able to pull it off completely. There should have been a concept for the ad instead of taking the same approach which their competition has already mastered.

Mitchell’s  had such a catchy jingle for their previous ads which was already recognized by masses. The brand should have utilized the same jingle innovating or remixing it. Also they should have highlighted their USP of having farm fresh tomatoes. It’s sad to see their USP is nowhere mentioned in this ad.

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Telenor Talkshwak Mohafiz ad 2013

The only sad part is that somewhere in between I lost my interest. The beauty of a good ad is not only a good concept and better execution but it also needs to be crisp and to the point. 

Otherwise the overall execution is good. It is a relief to see brands are now open and ready to experiment with ideas. Translating the Lollywood culture for an ad was a challenge which they have almost achieved though the product message could have been clearer.

Do I see a connect of this ad with overall brand personality of Telenor Talkshawk? No not at all (well except the brand colors only). Come to think of it, the sad part is I can’t attach any kind of personality with Telenor Talkshawk. Djuice has a defined target audience and brand personality but what is the brand personality for Telenor Talkshawk? 

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EFU Life ad 2013

A round of applause for JWT, they have come with a brilliant campaign for EFU Life insurance. The story, direction, flow, concept and execution all are done very well. They have conveyed the boring topic of insurance in a fun way to a Pakistani market which is an achievement in itself. Kamal has become an iconic character for EFU which I hope they plan to carry forward in all their campaigns.

I particularly love the follow up ads in which they have talked about different packages of EFU. Thumbs up for the brand and the agency. 

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Sooper TVC 2013

Exactly how hard it is for advertisers to come up with a concept which is not seductive for biscuits? Biscuits are innocent so let them just be. From the energetic breathless song to a mellow seducing song Sooper has committed a suicide. The jingle for their new ad (well the ad on the whole) does not fit with the brand personality of Sooper at all. There is no concept or story in the ad just a bunch of people having Sooper in super slow motion.

Seriously how hard it is to come up with a concept for a biscuit. Eat a cookie Sooper people. The ad is a sooper fail.

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Djuice - Mein Houn Live (Discounts) TVC 2013

Telecom industry is literally the baap of spending on advertising in Pakistan but what I always fail to understand is that if the baap is throwing it’s precious money why not throw it creatively? Coming back to the point the new Telenor Djuice campaign is a total fail.

Trying miserably to be energetic and Pakistani, the ad makers have missed the point of storytelling completely. The ad starts super slow which makes the audience lose attention. The end part of the ad is more annoying where they are trying to make a signature style for the series. Their tagline ‘Main live hoon’ makes no sense with the storyline of the ad as well. And nowhere I can make a connection from the previous ads. Djuice has went totally off theme this time. They have such an amazing brand identity why to move away from it.

All in all I can easily brand the entire ad series as the ‘Annoying Ads of the Year 2013’ for PAS.

Epic fail Djuice. You guys could have done so much better. Learn something from Warid Glow.

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Bhula dey ga pyar phela phela !

Back with a bang. Thank God brand managers of Sprite came back to their senses and broke off from that crappy mann ki man concept and made this new commercial. Having the energetic beat and targeting youth Sprite is on track now following footstep of their famous Tarka ad campaign. Although this ad has not the magic which previous ad has (honestly the jingle was so catchy) but still it does the job. Bravo Sprite TVC 2013!

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