This is an ad for a spray that relieves throat
irritation.
The concept is fab, the twist of ‘weak si goli’ (a play
of words on the Hindi television ad about the ‘Vicks ki goli’ – translation is ‘the
Vicks lozenge’, with ‘weak si goli’ translating to a ‘weak lozenge’) is awesome
but I felt that somehow the message got a little lost in the craft.
The part where the gothic opera heightens the effects of
the ‘goli’ should have been brought down a couple of notches. It creates a very
potent audio burr that takes away from what comes afterwards. The punch line
and the greater effectiveness of Lary Spray gets weakened. And a voice over
that is indistinct further adds to this. They are saying ‘weak si goli’ so they
should say it loud and clear, not half-heartedly hidden away.
This is such a lovely effort, if only it could be tweaked
a little bit. The over-dramatization of the effects of the cough lozenge
brought down a few notches, the voice over made clearer and the product demo
given a teeny weeny bit more space. Of course, as always, this is just my opinion and I could be totally wrong :)
I have become an enormous fan of enormous, the ad agency that made the ad, though!
No comments:
Post a Comment