Analysing of three TVC's and one Print Ad

1. COMMERCIAL BREAK
SESSION I

2. Ad Analysis

3. 1
Link:
http://www.youtube.com/watch?v=9dHOzw5KSlE

4. 1. Coke “Reasons to Believe”
 Mode: TVC
 Product: Soft Drink
 Target : All Segments
 Theme : Compares the Negatives and the Positives in Life.
 It is “Inspirational”. Gives a feeling of “Hope”.
 High Emotional Factor
 “Kids”: Warmth in the Ad. Cuteness.
 Song sung by Kids: Captivates the Audience.
 Simple ad but Instant Connectivity.
 Core Proposition : Selling Hope and Spreading Happiness
 In a Nutshell, Coke conveys the message that it has given
people the “Reason to believe”, a Reason to Smile and
provides hope in the hardest of times.

5. Contd.
 Worldwide Launch to celebrate 125 years of Coke‟s
existence.
 To Welcome the New Year 2012 with a Ray of Hope.
 Also, to combat the fear that the world will end in
2012
 Launched in Dec‟ 11
 Based on a research conducted in 2010
 Same Video but the Audio (Song) was regional.
 Song by band Oasis of „Wonderwall‟ fame released in
Dec 1994
 In India,
 Creative Team : McCann Erickson India – Prasoon Joshi
 Music : Shantanu Moitra
 Direction : Kaushik Sekhar
 Production House : Apostrophe

6. 2
Link:
http://www.youtube.com/watch?v=zegLOWzISUM&NR=
1

7. 2. Brussels Airlines “Teamwork”
 Mode: TVC
 Product: Service/Hospitality
 Target : Elite, Business Professionals
 Theme : Busy schedule of a “to be father”. The tense
moment of a father.
 A grand moment
 Indicates personalized Customer Service
 Also stresses on the commitment of its staff
 And especially their Team Work and Dedication
 Emotional
 Creates a suspense, tense beginning and a happy ending
 Audio: A few dialogues
 Core Proposition : Supreme Customer Service
 Unintended Message: Why only “A Boy”, why can‟t it be “A
Girl”

8. 3
Link:
http://www.youtube.com/watch?v=sqH_hqzdZqs

9. 3. O & M‟s “Anti-Smoking Ad”
 Mode: TVC
 Product: Social Cause/ Movement
 Target : Smokers or Potential Cancer Patients, also to
Others for Aid
 Concept: Unique, features the actual scene/moment.
 Theme : Showing the reaction of the Smokers
 Instills fear
 Reminds them of Death
 Very Emotional, FEAR
 Features the Target Audience themselves
 Location: Local Stores
 Audio: The Chant of “Ram Naam Sathya hai” & A few
dialogues
 Core Proposition : Smoking kills you!

10. Contd.
 Launched in 2012
 To find a fresh and unique way to dissuade
smokers
 All statutory warnings are in vain
 Ambush the smoker at the point of purchase – a
vantage point
 Make the person listen even if he hates to.
 A huge success
 Varied reactions : Shock, fear amusement, etc

11. 4
Link:
http://files.coloribus.com/files/adsarchive/part_1353/13539255/file/krazy-
glue-knob-small-71639.jpg

12. 4. Krazy Glue
 Mode: Print Ad
 Product: Glue
 Target : Household/Professionals
 Theme : Makes the person to try and detect a
flaw.
 Indicates the Precision/Cleanliness by which one
can make use of the glue
 Surprise
 Location: Local Stores
 Core Proposition : Perfect Adhesive