Ad Mad World: Companies move beyond tech, focus on emotion and human connect

Dec 26 2013, 13:53 IST
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With the economy struggling to find firm ground, abstinence from all things capitalistic has been the motto of the year. With the economy struggling to find firm ground, abstinence from all things capitalistic has been the motto of the year.
SummaryThis year, commercials pushed forward creative boundaries, and narrated heartfelt stories.

With the economy struggling to find firm ground, abstinence from all things capitalistic has been the motto of the year. Brands poised between recession and the green shoots of recovery forced their agencies to deliver think out of the box. While many ads ended up trying too hard, the gems this year have been good enough to share on Facebook walls and Twitter feeds, causing them to go viral. Josy Paul, Chairman and Chief Creative Officer of advertising agency BBDO, says, “The difference in advertising this year has been social media. There are now conversations happening with brands directly and the ads have helped this happen. This will

continue to be important in the next year.”

Old Spice

Wyde+Kennedy

The idea to relaunch Old Spice was to tap into two generations — people who used Old Spice in the ’80s and those who were kids at the time and watched their elders use it. Using India’s first male supermodel Milind Soman’s mature and “Mantastic” looks, this campaign managed instant “virality”. When the shirtless Soman hardsells masculinity in a bottle of Old Spice, a lot of viewers, especially of the female persuasion, were impressed. V Sunil, Executive Creative Director of Wyde+Kennedy, says, “I wanted to have Milind Soman even before we had fully formed the idea for the TVC. When you think about it there are no real good-looking ‘men’, most of them are chocolate boys.”

Google Reunion

Ogilvy & Mather

All the ad men we spoke to mentioned the Google Reunion campaign as one of the most powerful ones of 2013. In the ad, two old friends, separated by Partition, meet again, powered by Google. The scriptwriter for the ad, Sukesh Kumar Nayak of Ogilvy & Mather, says, “People reach out for Google when they want to find out something they don’t know. We wanted to dig deeper, and make the connection between real life and Google magical.” This magic has given the ad more than 10 million views on YouTube.

GE Cancer Diagnostic Scanner

BBDO

This has been a year of socially aware advertising,” says Josy Paul. GE’s branding stresses on adding a human connect with machines, and their ad for the Diagnostic Scanner stretches this concept further. If cancer does not discriminate and affects everyone — rich or poor, young or old — GE’s unprejudiced technology paves the

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