Listen to Nature

Once again an advertisement from Woodland caught my eyes.

The purpose of such a wild imagination of positioning a pair of slippers on both ears seem to be exactly that, ie "catch the attention".

Other than that it hardly serves any purpose. :(

Yes, people are inclined to consider anything 'Natural' as a welcome concept and that too if a slipper or shoe made of natural fibres would enjoy a priority. The copy "Listen to Nature" is also fine in that respect.

Take a look at the expression of the model.

He seem to be worried or at best lost in a world of his own, certainly not the one who seem to enjoy anything. There is no spark in his eyes.

May be a mobile company showing two of its cell-phone models or an audio equipment manufacturer with their speakers in a similar fashion- sticking to the ears- could have been more acceptable to me.

Is this the only way or best way to depict "Listen to Nature"?

I tried to figure out if I were to present the same concept what would have I done? In other words stepping in to the other man's shoes :)))

The result is what you see below (please bear with me for my lack of ability in graphics.)

The silhouette of a person amidst man-made concrete jungle yet constantly in touch with Nature, the comfort of the shoes radiating through upwards. The comfort of nature is heard in every step. The back drop visual can be a office complex or a busy mall in a slightly blurred but the shoes in good focus. The copy makes a prominent claim on natural fibre.

What is your take ?

I hate ugly

Beauty is in the eyes of the beholder.

Can we add a corollary " ............so do ugly "

I am a naivete vis a vis the fashion world. May be it is a reason why I am unable to appreciate the recent Ad by the Allen Solly.


The visual carries a bold message 'I hate ugly' and the copy says
"who says I have to like things the way they are ? What doesn't look good to me, I change"

The self assertion of the girl implies to convey that

'if a particular attire is not to my liking, I have the liberty to choose what I wear; (and in this context) Allen Solly provides the new range of casuals'

.....the message is terribly off the mark both in the visual and the Copy.

Why ?

The popular adage is "Eat for yourself and Dress for others".

When it comes to attire what I like need not look good on me. This is true for most of us irrespective of age or sex.

Thus the self assertion of the girl hardly matters to others. If she chooses to dress in a particular way it is her choice. It is for others to say whether it suits her or not. Here self assertion does not take her to any new heights.

A half page Ad in a Sunday Special edition, sans Allen Solly's Logo, seem to deliberately made out as an eye catcher. But then there are plenty of ways to catch the eye, why an Ad like this !!

I hate Ugly
--------------------------
Post script :

"who says I have to like things the way they are ?

We don't know . Is it your mom Dad or brother, any uncle, aunt or teacher ?

What doesn't look good to me, I change

By all means please do as long as it is your property and you don't trespass in to someone else's territory.

Smiling your way to Tax Office

Madam, what on earth are you doing ?

Can't you see ? I am posing for the camera

You are in the kitchen all right, why do you do need a laptop there ?

I don't know. The Agency asked me to hold a knife in the right hand and a mouse in the left.

Oh ! that's why you are smiling so wide. I only hope that you don't mess around with the Laptop !

No yaar! that one is a dummy laptop.

So what did you think when the Agency asked you to pose like that ?

I thought I am supposed to make a new recipe watching a demo through the laptop.

But you were supposed to pay taxes........

What tax? they paid me peanuts for that Ad after deducting all taxes.

Ah ah ah ahhaaaaaa
-------------------------------

Jokes apart, the SBI e-Tax AD leaves a sense of disappointment with regard to the copy and the visuals. The communication lacks appropriateness to the context.

The thought process in making the advertisement seem to run like this:

They wish to convey that e- tax payments are made easy.

To connote "easy" they wished to use a lady handling the issue. A common understanding is that women don't take much interest in tax matters.

With a lady in the visual the reader is "bound" to believe that it has been made easy :))

Having decided to use a lady the backdrop, naturally, must be a kitchen.



Kitchen means- scatter an assortment of vegetables, hang a pan spout etc on the wall, and an out of focus shelves, the kitchen is ready

Now the role of the copy writer starts. Oh its a kitchen !!!!. Then there must be a reference to a "recipe".

See with what difficulty the word recipe has been incorporated to justify the visuals

"My recipe to save tax payment hassles and time ?"

Did they write the Copy for visuals or created the visual for the Copy, I still wonder.

Chicken and Egg syndrome !!

An educative AD like this needs a simple straight forward message.They do not have to rely on models or play of words to capture the attention of readers.

A visual of thronging crowd at the Tax collection Centre with an inset picture of a person holding a laptop -at the comfort of his/her home- showing the SBI-eTax browser page prominently would have been more appropriate.

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Amul - Something is missing !

Here is one of Amul's new genre of advertisement.





It is obvious that Amul likes to establish its rapport with the younger generation.

The visual shows young pregnant lady -attired in spaghetti Tops and Jeans trousers-  holding out' the 'new life'.

This is the best what they could think about it, "Builds life".

It is somewhat amateurish,  pictured in a demonstrative manner. Somewhere the aestheitics is lost.

There is an artificiality in the manner in which her 'hubby' is carrying the milk pack and their smiles.

Amul CALCI+ is supposed to build bones. Here it is played from the emotive angle,the new baby. It is well known that milk is a good source of calcium.

In what way Amul CALCI+ is superior to rest (either branded or un branded) of the milk being sold ?

Is it fortified ?

Among the other variants both 'Tazza' and 'Shakti' are labelled as "Homogenized Toned Milk". What makes them different ?

Unless one visits a super market and takes trouble to go through the contents it may not be easy to know the difference.

It is understandable, some local Brands  constrained by small budget  producing  this quality of Advertisement.

It does not go well with  Amul that had already etched a SMC image( Super Marketing Company)  in the consumer's mind :(

Nature has its own way.....

The advertisement in reference has an intriguing copy "nature has its own ways of telling you to shut up and sit down"

I could think of different interpretations for it :)

1) shut up your troubling mind and get immersed in the beauty around

2) your aching legs tells you to sit down, but the shoes are ready to take you anywhere

3) tell your,unseen,fiancee to stop her 'blah blah' and enjoy Nature

Coming to the visual part, the reflection in water could have been in focus and a little more colorful to imply something marvelous, being enjoyed by the trekker.

The picture depicts an unused, new pair of shoes. It would have been more realistic had it carried some dirt and soil on it to symbolize that it had tread an untreaded path in its exploration.

After all, the punch line is 'Explore More'

The advertisement has a good copy but fell short of capturing its full spirit in visuals. Nevertheless it catches your eye without fail.