There is something about the Tata Safari Ads. Consistantly urging you to step on the wild side. This one asks you to “Reclaim your Life” and how…you actually go wow! Let’s analyse the ad: The ad starts with an executive standing in a crowded platform. His thoughts in a VO “I always wanted to quit on Monday Mornings”. Cut to a guy in a dimly lit room, His VO: “I always wanted to swim with the whales”, another shot of him with a surfboard and the waves kissing his feet. Another shot – a close up of lady her VO “I always wanted to take a one year trip…..”(cut a shot of pigeons flying and a plane flying overhead) back to the lady who is sitting in a hospital very pregnant zoom out “…around the world”. A guy sitting on a bench “ I always wanted to……”(the clock fast forwards the time he takes) The screen goes black with Reclaim your life scratched on the lower end. The music temps up and the Safari zooms into the screen, lands with grace, takes a mean turn with dust flying all over and slashing in the water.
The ad ends with the VO: The new Tata Safari Dicor. Reclaim your Life. Phew! Breathtaking ad! Gives an edgy feel. I have seen international ads of Prado, Tuscon(from the Hyundai Stable) and Renault. But this one still stands out on sheer appeal point. It really compels you to go and take the Safari out for a spin (in the wild buddy not on the highway) although it is far beyond my level… I’ll stick to the small car.
The agency must pat itself on the back. You got it right and how. One observation about the SUV ads : all claim to be born to the wild, but a few are able to sell themselves well. And this is where Safari gains. Showcases true blue ruggedness. Also this one as per company release has a really cool engine under the bonnet and is loaded with the goodies. A must watch Ad. Go ahead…
Reclaim your Life.