Hey, saw this advertisement of surf excel, have to say, an advertisement from the top notch. lowe’s creative team has hit the nail on the head and how!
here is an advertisement which works for the foll reasons:
Concept:
the ad has captured a very emotional moment, with witty humour but at the same time it also has the rational benefits.
i personally think the tag line, ’daag acche hai’ works, (though some may term it negative), is for the fact that it denotes freedom to be. surf as a brand in a subtle manner has developed a trust, saying we are there, so go ahead let your hair down.
this can be termed revolutionary as it uses a negative aspect, i.e. ’daag acche hai’ to great effect.
execution:
the execution too, should be given full points; it uses children as their models. the brother sister duo give you a very adorable chemistry which holds the audience through the commercial;the dialogues for that matter accentuate the same. the ’big bro’ attitude too gives you a genuine smile.
the main goal of recall is achieved here.
in technical terms, the ad also has other important elements as appeal, desire, conviction, simplicity and promise.
my mom uses surf, need I say more how well the ad has worked.
to sum it up, its awesome!!