Try naming a few ads that have been extremely successful….mm….let me …surf excel….reliance…hutch…..J & J baby ads……y…..one word answer children!!!
In every point of life children bring in enormous amount of happiness ….that’s y it goes...
Children are the most expensive form of entertainment!!....
Lately lot of ad film makers have used kids and used them well!!!
One such excellent ad film is New Maruti Esteem!!
Jingle:
The growing importance of jingles…how many of remember the Airtel old ads….might remember but not the details …but most of us will be able to recall the jingle...
This ad has a jingle running (just like the one in hutch saying U& I in this beautiful world)….its big big world!!
The characters:
The smaller the number the better…just 2 and the best combination in the world – DAD & DAUGHTER!
The features that are brought out:
The ad has a running story line and in between a lot of shots showing the car design, new feel and look …..A voice highlighting: … Big on mileage, big on savings, “the easy to own big car” the base line “easy to own big car”.
The best part:
A little girl in a school uniform… (Typical Indian kid …say 4th standard)…a lovable dad...in a all new Maruti esteem
And the conversation goes on …on and on…..
The girl: you got first rank in office?
Father: No… (Feels the pulse y this question is asked)
the girl: you got birthday present gift?
Father: No…. (With a small smile)
The girl: you got promoting?
Father: no…. ‘Promotion? No’ …. (With a stern face to correct her English)
the girl: ‘then whose big car is this?’ (With small kids slang)
There is small pause and the dad shows the key chain with the car key!!
There a big uuuhhhhhhhhhhhhhhhhhh from the daughter
She steps down from the car (the surroundings have a few kids running here and there) and extends her hands on both sides and says……
“My daddy’s… biggggggggggggggggggg… car”