Tata Safari Dicor has been at it for quite some time, urging you to Reclaim your Life. I vaguely recall seeing at least 3 different creative executions of this idea over the past 4 years. The last attempt was metaphorical and slightly tangential, like linking it to lines that you leave behind.
The new version is far more direct and attempts to shame you into taking to the great outdoors. The question asked is: what will you remember of your life? Is it the corner office and other mundane things of corporate life? Or is it the breathtaking views of the great outdoors – thanks to Safari Dicor which can take you there.
I was looking for an online version but couldn’t find one, not even on their website. Which reminds me, the brand’s website does not even mention the proposition, ‘Reclaim your life’, leave alone build on it. With the kind of audience you are talking to and the proposition at hand, I would have thought the website would have been a great place to extend the idea of ‘what will you remember’? Imagine a typical complicated PowerPoint slide replete with charts & diagrams and a breathtaking view of the great outdoors – as options of you’d like to remember- on the website. There, that’s a free idea.
Despite having produced visually stunning films in the past, this version of the Dicor ad strikes a chord for me. For most corporates, there is a belief that there is a greater calling in life and this propostion appeals to those sentiments. And even for the most hard working gent or lady out there, being obsessed with work beyond a point is uncool. What say?