ArchiveJanuary 2009

IPL’s 2nd innings: not the son of Manoranjan ka baap


Sequel trouble again? Saw the promo for Indian Premier League 2009 on YouTube. Given the madness of the Manoranjan ka Baap idea, this was a tough act to follow. Does it match up? The idea of transcending borders is nice and is in line with the people’s reaction to IPL. It was great to see players who were erstwhile opponents, playing for the same team. The spot is competent, but the...

Obama’s simplicity of promise


Many have written about the marketing success and exemplary use of new media in Barrack Obama’s Presidential Campaign. All good. For me, the stand out was the simplicity and focus of the central message: change. The word was in every step of the campaign and was the one take out of the entire effort. The manifestation of it in ‘Yes we can’ was simple too. In fact, too simple by...

Columbia’s ambient idea


This surely is Cannes Gold material. As an ambient idea, you have to celebrate the creativity and craft involved. Outdoor gear brand Columbia and Prolam Y&R have created this billboard against the facade of a building in Chile. The headline reads, ‘The air cooling your home, is heating the world’ – the visual, juxtaposed with the real air-conditioning units of the building...

Happy Birthday, Mac!


It is the Mac’s 25th birthday today – it was on this day that the first Macintosh was released. As an AE, I have toyed around with the Mac which was in our agency Studio (back when Art guys only worked on Macs) and got around to buying my first Mac after I simply loved the looks of the Powerbook G3. This is perhaps the only brand that evokes in me (and millions of others) so much...

Career Builder: When is the right time for job change?


It’s a war out there. Not just for jobs but for job-search agents too. In the US especially, the job portals are mighty active. has released a new set of ads, taking forward the ‘caught in the wrong job’ platform. Career Builder is planning to release this ad during the upcoming Super Bowl. All the triggers for a job change: hating your job, no respect from others...

Getting eyeballs for your message


Just when you thought that all nearly possible creative renditions of ‘don’t drink & drive’ messages have been explored, comes this one. The Federal Ministry of Transport, Building and Housing in Germany wanted to raise awareness about the dangers of DUI. A fleet of Volkswagen New Beetles’ wheel caps were modified to look like eyeballs that resemble a drunken...

Miller High Life’s One Second TV spots


Yes, you heard that right. Miller High Life has decided that spending US$ 30million for a 30-second ad (that’s $100,000 a second or Rs. 5mn per second!) during the upcoming Super Bowl 2009 event, scheduled for Feb 1, was a bit too much. Instead of pulling out of the event totally, Saatchi & Saatchi, NY have cleverly created a series of one-second spots for them. They feature their...

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