Ad #1 : Barack Obama – The Choice
Objective -- Presidential election campaign, Election manifesto, Convey policies to be followed, comparison with competition
Target Audience – American Middle Class Voters
The ad is relatively new and how much it will affect the business of the company will need to be followed. Hence, whether this turns out to be a success or failure will have to be seen.
Objective -- Presidential election campaign, Election manifesto, Convey policies to be followed, comparison with competition
Target Audience – American Middle Class Voters
Created by – Obama for America
Key Words -- Choice, Forward
Description:
The ad was targeted at the American Middle Class voters. Presidential candidate, Barack Obama himself is the central figure in the advertisement and presents his plan comparing it to the opponent, Mitt Romney’s plans. He talks of making a choice between the two and cleverly uses the number 4, pitching the advertisement 4 months prior to the elections and in a hidden message conveying that the decision taken in the next 4 months shall sow the seeds for the harvest in the next 4 years.
The ad was targeted at the American Middle Class voters. Presidential candidate, Barack Obama himself is the central figure in the advertisement and presents his plan comparing it to the opponent, Mitt Romney’s plans. He talks of making a choice between the two and cleverly uses the number 4, pitching the advertisement 4 months prior to the elections and in a hidden message conveying that the decision taken in the next 4 months shall sow the seeds for the harvest in the next 4 years.
He mentions how Romney would
further aggravate the economic mess by doing the exact same things which
created it and cleverly presents a luring alternative to the highest percentage
demographic, the middle class. He talks of strengthening the middle class,
taxing the rich and investing in education, manufacturing and home-grown
American energy
Analysis:
The American middle class is reeling under the economic burden. There have been huge no. of job cuts and the middle class feels that a lot has been due to economic policies made to favour the rich. By talking of taxing the rich more, Obama tries to curb down that anger of the middle class, thus hoping to garner positive points in his bag. He talks of investing in manufacturing and education that shall create more jobs for people. He talked of home-grown energy which has a political angle of building a work force at home so that jobs do not go outside the country. Thus Obama tries to instill hope of a better future for Americans, especially the middle class; at the same time attempting to tilt their opinions in his favour. The advertisement shows footage of Obama in discussion with common folks, hugging a factory worker etc. The middle class is very sentimental, emotional and these images try to portray the President as one among the common masses, which works out as an absolutely brilliant strategy.
All in all, a good ad which ultimately resulted in the win. Thus, it can be said to be a success.
Ad #2: ICICI Prudential Life Insurance -- Bande Achhe Hain
Tagline -- Zindagi Ka Humsafar
Objective -- Importance of Life Insurance in a common middle class family life
Target Audience -- Middle class, mostly salaried Indian families
Created by -- Lowe Lintas & Partners | Lyrics -- Swanand Kirkire | Music -- Shantanu Moitra
Key Words -- Responsible, Understanding
Description:
The ad focuses the various phases that a middle class family goes through in their married life and especially brings to the forefront in a very subtle and likable manner the notion of the male looking after the family and the way in which he considers the utmost importance to the security of the family. It does not hide that there are many fallacies in the guy but he never compromises with the security of the family; he is late in reaching for the last ferry but won't let anyone go before he inspects the wooden makeshift bridge. He leaves his wallet at home but ensures to not leave before the wife gets back home. He sleeps off at the station but is not negligent to his son wandering off. From making the newly wed bride comfortable to finding a right match for his daughter, this ad brings to light the small everyday acts that he does which goes unnoticed and something which even he does not consider too big to make a fuss about. The ad celebrates the nice family guy. Aptly said -- "Bande Achhe hain."
Analysis:
The company presents the situation present in the majority of Indian middle class families where the male counterpart is supposed to provide financial security to the family. Even though with the changing dynamics, the ad in no manner is a macho ego boosting ad which draws the ire of feminists. It turns out to be an ad likable to both men and women and thus is successful up to that respect.
The ad is in sync with the tagline "Zindagi ka Humsafar." Just like the husband and wife, a life insurance is a partner for life especially if something untoward happens. The ad comes up with a great line -- Jo zimmedari nibhate hai, jataate nahi. Just like a life insurance policy which comes to help when the family is in great need and at other moments, remains as an umbrella protecting the family.
The ad touches the emotional cord of its target audience and makes it realize the importance of security in one's life. It cleverly shows the relationships and their importance. However, there is no direct message conveyed in the ad regarding the company and one has to draw similarities to find out what the ad really wants to sell. It creates an impact and in my opinion, will remain in the audience memory for long but it won't be false in saying if the customer forgets to associate it with the brand after some time.
The American middle class is reeling under the economic burden. There have been huge no. of job cuts and the middle class feels that a lot has been due to economic policies made to favour the rich. By talking of taxing the rich more, Obama tries to curb down that anger of the middle class, thus hoping to garner positive points in his bag. He talks of investing in manufacturing and education that shall create more jobs for people. He talked of home-grown energy which has a political angle of building a work force at home so that jobs do not go outside the country. Thus Obama tries to instill hope of a better future for Americans, especially the middle class; at the same time attempting to tilt their opinions in his favour. The advertisement shows footage of Obama in discussion with common folks, hugging a factory worker etc. The middle class is very sentimental, emotional and these images try to portray the President as one among the common masses, which works out as an absolutely brilliant strategy.
All in all, a good ad which ultimately resulted in the win. Thus, it can be said to be a success.
Ad #2: ICICI Prudential Life Insurance -- Bande Achhe Hain
Tagline -- Zindagi Ka Humsafar
Objective -- Importance of Life Insurance in a common middle class family life
Target Audience -- Middle class, mostly salaried Indian families
Created by -- Lowe Lintas & Partners | Lyrics -- Swanand Kirkire | Music -- Shantanu Moitra
Key Words -- Responsible, Understanding
Description:
The ad focuses the various phases that a middle class family goes through in their married life and especially brings to the forefront in a very subtle and likable manner the notion of the male looking after the family and the way in which he considers the utmost importance to the security of the family. It does not hide that there are many fallacies in the guy but he never compromises with the security of the family; he is late in reaching for the last ferry but won't let anyone go before he inspects the wooden makeshift bridge. He leaves his wallet at home but ensures to not leave before the wife gets back home. He sleeps off at the station but is not negligent to his son wandering off. From making the newly wed bride comfortable to finding a right match for his daughter, this ad brings to light the small everyday acts that he does which goes unnoticed and something which even he does not consider too big to make a fuss about. The ad celebrates the nice family guy. Aptly said -- "Bande Achhe hain."
Analysis:
The company presents the situation present in the majority of Indian middle class families where the male counterpart is supposed to provide financial security to the family. Even though with the changing dynamics, the ad in no manner is a macho ego boosting ad which draws the ire of feminists. It turns out to be an ad likable to both men and women and thus is successful up to that respect.
The ad is in sync with the tagline "Zindagi ka Humsafar." Just like the husband and wife, a life insurance is a partner for life especially if something untoward happens. The ad comes up with a great line -- Jo zimmedari nibhate hai, jataate nahi. Just like a life insurance policy which comes to help when the family is in great need and at other moments, remains as an umbrella protecting the family.
The ad touches the emotional cord of its target audience and makes it realize the importance of security in one's life. It cleverly shows the relationships and their importance. However, there is no direct message conveyed in the ad regarding the company and one has to draw similarities to find out what the ad really wants to sell. It creates an impact and in my opinion, will remain in the audience memory for long but it won't be false in saying if the customer forgets to associate it with the brand after some time.
The ad is relatively new and how much it will affect the business of the company will need to be followed. Hence, whether this turns out to be a success or failure will have to be seen.
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