Advertising that Wor(k)se...?!

It isn't about the function, the role of advertising. What works, what doesn't? The balance between creativity for the sake of it and hard-working advertising? Advertising is a subject, where everyone has a - actually more than just 'a' - point of view; and everyone claims that she or he is the master at the same. Well, am doing the same; exactly the same. But - again its an individual point of view-some advertising is clearly that does not work and that's really that worse! The attempt is stimulate and learn, not about the basics, but about two launch advts which just don't work.

Two recent print advts...well, interestingly, we do discuss a lot on TV Films and even the stuff on digital, but not as much on the print stuff, so one more reason to stimulate a discussion...both the advts are about something new and hence, advertising has a substantial role to play. Also, one of the key and explicit reasons, as to why - in my view - both the advts are far below par and are just not performing the duty that they have been conceptualized and a lot of money has been spent upon.

Honda has been a solid brand of both, cars and two-wheelers. Cars much earlier. Car buyers have trusted the brand and to a significant extent, its seen as an aspirational brand for cars. However, in the recent times, several of its product brand launches have had lukewarm response. Of course, in such an high involvement category, such as cars, product itself plays a pre-dominant role in the success or the failure. But when its a new product launch, particularly for a high-ticket item and particularly when the buzz around the mother brand - Honda in this case - is weak, advertising does have an important role to play and the advertising can and should be, evaluated in that context.

Indeed is - well - indeed is one of the newest player in 'jobs' category. In a crowded category, a category already boasting of several large, global, media-backed players/brands, a category where word of mouth and/or referencing play a huge role, a category where actual delivery is what really matters, advertising - again - is really important to announce the arrival in a way to make people sit up and notice and to create sharp differentiation.

By the way, am really not for or against the brands in discussion. In fact, am happier to see to great and efficacious advertising. Advertising that works, works for advertising too; so, I would rather have advertising that works. Nonetheless, there's huge learning in what doesn't work and so, the discussion here.

So, lets look at the Indeed advt., which is like its launch advt. But where's the brand?

Remember, for Indeed, which is perhaps a global leader in its category, its very first communication. But, the key proposition, 'the world's # 1 job site', is like the proverbial baseline of a logo, tucked under the logo; the brand itself is reduced to just the incorporation of a logo. No 'introducing;, 'launching', 'presenting'....The communication with the max weight: '10,000 jobs added in India every day', is the differentiator for Indeed, perhaps...but is it really such a relevant and big differentiator...just the bulk, what about quality of jobs, what about speed, what about service, what about monies?

So, a completely new brand launch is just a logo. But, that would have still worked...worked provided the advt did not seem to be for Fashion Accessories! The neck-piece, the bands on the wrist, if one were to follow the principle of eye-movement, are right in the centre and in the fore-ground. The attention in fact, is divided almost completely between the beautiful face and the fashion accessory on the neck. Pray, where's the new-kid-on-the-block?!

Honda indeed, is also not far behind.

Honda is not a new brand. However, remember, its struggling. When there's a riot, everyone struggles and this Honda advt is really a riot of colors, graphics and what not! What has gone underground in the riots? Well, just the Honda branding, the new product name, the new news of 'introducing', the description about the new product and the product itself...yeah, just these things...everything else is in place....By the way, how does the damn' car look?! Oh, did I tell you, the advt is for Honda's brand new car, which is -perhaps - not a regular, usual car and is also named a bit differently - WR-V. Its so different that the advt does not bother to highlight and/or bring-forth the difference/s!

Given the size and the position, it seems its an advt for some stand up comedian, sponsored by Honda! With CRV and BRV in its portfolio, the very similar sounding new brand name, 'WR-V' perhaps needed some more justice to itself, but alas people would be pardoned in believing that - if they do get to that - the name of the car is WOWR-V...wow, what a name...wow, what a launch advt.!

Both these, Indeed and Honda BR-V, launch creatives are also up in OOH (Out of Home) media and you all just imagine that what's hardly seen in print advts. is screaming for mere survival on the long-distance, speeding-past viewing OOH media.

Wow! Indeed the advertisements that should have really worked, are really the worse!