Avis: ‘we try harder’ to ‘unlock the world’

‘Avis is only No.2 in rent a cars. So why go with us?’ was a thought-provoking, dissonance creating question as part of the now legendary, ‘We try harder’ campaign for Hertz. Created by Paula Greene and Helmut Kone for DDB in the 1960s the campaign resulted in market share growth for Hertz and later a …

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Long format vs shorter duration ads: it’s about the impact

I love short duration ads – the ones which are 20 seconds or under. The ad commercial is in any case a challenging audio visual medium – telling a compelling, engaging story that too with a business objective in 30-seconds is fascinating. And to do it in even shorter duration is no mean feat (Miller Lite …

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Marmite: iconic brand, bold client and an occasional use product

Products which are used only for specific reasons or occasions, naturally run the risk of low usage. Antiseptic creams, adhesive bandages…even honey, come mind. Think of brands like Burnol, BandAid, Dettol or any brand of honey – a lot of households have them around but such brands come out of the cupboard only on specific …

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#CannesLions winners: Ungiven Gifts – how drunk driving affects lives

The work for Traffic Accident Commission, Melbourne is one of my favourites among what is loosely called public service advertising. The work has been driven by a clear objective (reduce road accident caused due to unsafe driving) and a well-defined, consistent advertising strategy (shock the viewer into changing his behaviour). The creative has risen to …

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