Ad watching

I have been an avid ad-watcher since childhood. Probably there is something in the creative process of ad-making that makes it such a rewarding experience for all involved in it - right from the conception, production, post-production and lastly the viewers.

I hate soaps as much as everyone else but I have no choice but watch it coz I never the TV remote control's never in my hand. But I make full use of this time. Most 30 minute TV programs actually run for around 21-23 min. The rest of the time is what they call "commercial break" (as if the soap were non-commercial!)

I enjoy the commercial breaks coz they are really a treat - that's when I get to see many advertisements. Ads of all kinds vying for attention, brands trying to sell something; trying to convince people about their ideas; desperately trying to project an elite image. It's all about creative marketing.

There was one ad that caught my attention. Don’t know how original it is but let me share something related to this ad.

Picture this. One of my friends had been to a suburban multiplex to watch the screening of John Abraham starrer Kabul Express. Just before the screening, they get an urge to answer nature’s call and they head towards the plush loo (nature calls pretty often during winter and besides, a Hindi movie typically lasts for 3 hours) Once they reach the restroom they are dumbstruck by what they see in front of them. They see 3 levels – Level 1, Level 2 and Level 3. They go blank for a second, unable to decide what to do next. They wonder what it is all about. Are they like levels in an Elevator? Or is it some difficulty level? As they ponder over it, another guy sheepishly smiles at them and leaves the restroom winking at them. Since they were getting late for the movie, they just ease themselves and head straight for the movie hall.

The movie begins and after about 90 minutes comes the interval. The screen shows a slide which says “Time for ZAPAK.COM”. That is when they realize what the levels in the loo were all about.

This is the advertisement I was referring to - you remember it now, don't you?
2 guys in a loo... It’s great fun to watch it and is high on recall value.
Wonderful ad guys!