Cam­paign Re­view

Slogan - - NEWS - – S.W.

“Ad­ver­tis­ing is based on one thing: hap­pi­ness. And do you know what hap­pi­ness is? Hap­pi­ness is the smell of a new car. It’s free­dom from fear. It’s a bill­board on the side of a road that screams with re­as­sur­ance that what­ever you’re do­ing is OK. You are OK,” says the no-holds-barred ad man Don Draper from the hit TV se­ries Mad Men. Ev­ery once in a while, there comes an ad which sells you that hap­pi­ness; that makes you laugh a lit­tle (or a lot) and gives you a so­lu­tion that you least ex­pected to a prob­lem that just won’t go away. And that is ex­actly what the lat­est Homage UPS In­verter ads are all about.

Pro­duced by iDCreations, the first of the two Homage UPS ad opens with a woman weep­ing over the loss of her phone. She pro­ceeds to tell us about the var­i­ous func­tions of her forty five-thou­sand ru­pee brand new phone that she got as a wed­ding an­niver­sary present – it had an im­pres­sive cam­era, a su­per-fast pro­ces­sor, screen size that would put ev­ery other hand­held de­vice to shame, built-in mem­ory and the works. She then tells us her de­vice met an un­timely death be­cause she charged it on a lowqual­ity (sasta) UPS and then cries some more as her hus­band hands her more tis­sue pa­per to wipe her tears and the voiceover urges the au­di­ence to buy Homage UPS In­verter.

The sec­ond ad shows a man who drones on about diodes, con­duc­tors and elec­tric cur­rent. only to re­veal to the au­di­ence that he’s a doc­tor, not an en­gi­neer but thanks to the low-qual­ity UPS that he had in­stalled, he is now a makeshift en­gi­neer as well. The cam­era then pans out and shows him fix­ing some­thing (pre­sum­ably an ap­pli­ance).

The Homage ad se­ries are hi­lar­i­ous and in­sight­ful. They take a sim­ple prob­lem-so­lu­tion ap­proach but work well be­cause the au­di­ence is able to re­late to the prob­lems pre­sented. Ev­ery day con­sumers suf­fer long power out­ages and volt­age is­sues that can fry their elec­tronic de­vices, thus pre­vent­ing them from lead­ing a nor­mal life (also the peg of the ad). It is this de­sire to live a ‘nor­mal’ life that makes the ads so be­liev­able – a rare in­sight of­fered into the con­sumer’s mind that most pro­duc­tion houses are un­able to ex­e­cute ef­fec­tively. The char­ac­ters are con­vinc­ing and their woes strike a chord with the au­di­ence.

Orig­i­nal ideas are hard to come by in the ad world th­ese days. Given the ram­pant con­cep­tual pla­gia­rism – the Dispirin ad fea­tur­ing Me­hwish Hayat is a case in point –, it is com­mend­able to note there are peo­ple try­ing hard to put up orig­i­nal work out there.

Homage’s lat­est fare may not be out­stand­ing but it works well be­cause it picks up on a com­mon prob­lem and of­fers an ob­vi­ous so­lu­tion. Crit­ics are quick to say the ad looks sus­pi­ciously like some In­dian ads (more specif­i­cally cer­tain OLX ads) but let’s be hon­est: a prob­lem­so­lu­tion ap­proach forms the ba­sis of any good ad so full points to iDcreations for tak­ing an un­con­ven­tional ap­proach.

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