Advert-Tease-Tricks
What attracts us?
Brands.
What helps us best in remembering something?
Its visualisation…
What grabs our attention?
If you are a male, then its girls with good figures and if
you are a female then, jewellery and accessories like purse and shades would
do it.
What we like?
Emotions…temptations...
But is it that simple to bring out an advertisement to make
people aware about your brand and at the same time make it stay in their mind
for as long as possible? Obviously not. To come up with an idea which might go
viral or just fail like it was never created, is not that simple. But yes, there is a simple trick which advertisers
play and that is to tease you, and this is what Advert-Tease-Tricks is about. The
best way to grab your attention is to tease you with things which you either
can’t have or things which would be like a pun to you. I may not have the right word
for it but il explain with an example, Few days ago, I was driving back home and on the metro pillar, I saw a hoarding of a Jewellery brand, in which
a woman was showing a finger, yes I thought it would be the middle one and that’s
what made me look at the hoarding again but it was the ring finger which she
was showing. The point is, you just need to know how much your audience can think and then have a crazy idea to make people realize what they are and what they need :-p .
Also, the CCD valentine’s day campaign, in which they bluntly wrote Lip-lock on
a heart. Or the famous Axe effect ad where the male becomes the chocolate, which is licked by the sensuous women. No matter how much sexist it may be, it would still be counted as a successful one.
Let’s talk about the most trending AIB roast, and I would
like to thank the moral police and ofcourse Aamir Khan for making it the most trending
topic. I watched it (before the whole the “moral” thing happened) because it
had something new to show, yes the concept is half a century old but for us it
was completely new, specially because it had hindi abuses ;) . I liked it because
no matter how we see bollywood actors, that day for me they were humans,
laughing on themselves and taking dig at each other. But it caught up the fire
because we only appreciate the heat coming out of the fire which we lighted and
blame the smoke coming out of somebody else’s fire. Now here is why I am
including this episode into this blog, any ad related to this, shown on social
platforms or on T.V. would easily catch the eyes because no one is neutral about
it, everyone is either in support of it or against it, it is where advertisers
would like to cash in, like they did at the time of ALS and like it is still
happening with the selfie thing. Or in the professional language it was the fight between the impulsive drive and the super-ego. The advertisers cashes-in on these things only, either evoking your impulsive drive, satisfying your super-ego. (I know, if Freud was born in this era, McCann, OnM would have been fighting over him)
Talking of the impulsive drive, how can I forget the famous Cadbury Dairy milk ad where we see the joyous dance by the girl in the end which makes you want to get up and do a little jig yourself.
Like there are two types of people in the world, same way
there are two kinds of adver-teasements in the world. One which makes a noise
and other which follows the sound, or the reverse, one which silences and the
other which tries to speak up. Like it happened with the most common idea which today
advertisers are following, elevating women’s position in the society, it is obviously good, but come on, come up with an idea which might not make us feel
that we have seen this already. Like the brilliant one which got a thumbs up, the snow
fight Cadbury chocolate ad. There was also the controversial one, the Airtel ad in which the
wife is the boss in the same office, which confused people what they actually
wanted to show, or the Titan Raga ad after which you might end up saying, I
think I have seen this before.
Ads with which we Indians connect the most are the ads which
have high emotional quotient or ads where we see our selves. By high on
emotion I meant, ads that shows father-son relation, ads that show
mother-child bond, sister-brother relation or the whole family bonding. The
most recent one I saw was the Disney channel one, in which the whole family
shares the story of their first heart break so that they can light up the mood for their girl who was sitting depressed. That ad worked because that is what is
so unexpected from our elder family members, but that is what exactly the kind
of support someone at adolescence would need and someone being an adult would
connect as he/she would have gone through similar experiences, but might not have been
able to share.
But are emotions and temptations the only thing which works? Perhaps these are the most risk free formulas for an advertiser. But there is one more and the most toughest trick to make the audience remember your ad, but if you are able to score you have no idea what amount of word of mouth you would get, its the laughter, the funny ads, the ads which works as a tickle for the audience. There are couple of ads which made me laugh, the ads by set max
channel, one where the people are riding on a rickshaw and to speed it up they use
the Dhoom chorus, I so much connect with it because I have seen people playing
the Dhoom chorus while riding a bicycle and enacting as if they are the next
John Abraham. The other one is the bride ad, where the bride is tensed about her wedding night and all the females in the room encourages her with the famous Shah rukh's Chak de 70 minutes speech, and then the tagline appears, “Max, Deewana bana
de”. Or even the Tata Docomo's "Selfie-ish" one which support and promotes the obsession with social media.
Hats off to these ads from my side, because I appreciate them for taking
out something from the society itself rather than creating something which does
not exist. Best ads are created by observing people. Making an ad is not
simple, an advertiser needs to be really smart as he/she would be the one who
would be playing the observer than being the main character. People have hidden desires
which an advertiser needs to realise. It’s a simple concept, you would
appreciate the person who would appreciate you, Nestle did that with the stammering
comedian ad, Tata tea did that by making the housewives feel powerful.
Advertisement links:
1. Cadbury ad: https://www.youtube.com/watch?v=J7uwMl2YRiQ
2. Cadbury Snowfight Ad: https://www.youtube.com/watch?v=kg6WgeumK8g
3. Airtel Ad: https://www.youtube.com/watch?v=_ZijJQmKF-0
4. Titan Raga: https://www.youtube.com/watch?v=zXRobOjVI9s
5. Disney Channel: https://www.youtube.com/watch?v=0OmhHiBP1cQ
6. Set max 70 minutes : https://www.youtube.com/watch?v=YCQgTzD3GVA
7. Tata Docomo: https://www.youtube.com/watch?v=9bFixS__OUs
8. Nescafe: https://www.youtube.com/watch?v=u1whG-9BjsQ
9. Tata Tea: https://www.youtube.com/watch?v=Gfswxe5EOm4
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