I thought I would write on GP's revamping campaign the moment it was launched but I waited for reactions- reactions from both the advertising and non-advertising world. People in advertising secretly loved it, openly hated it. I couldn't overlook the jealousy my colleagues in various agencies felt about the execution of the campaign. I cannot deny the beauty of the execution either. The moment I saw the ad, I wanted to pick up my cellphone and wallet and head to destination unknown. Isn't that what a successful ad is all about? That emotional pull that ignites a desire in you TO DO SOMETHING?
These kinds of ads sell no products or packages or services or offers. These ads are the decoration of a brand, a brand that can DO! Honestly, I am not a Grameenphone user. I find their call rates too expensive and nurture a hatred for their office that causes misery to my everyday journey to NSU. But would I not be a hypocrite if I deny the power of the brand and the power of the ad? Yes, there were flaws. I cringed at the voice-over and its tacky pronunciation of 'Shift Delete' and 'Excitement'. I expected a heavy, powerful voice that would create goosebumps. Other than that, I could not find anything to complain. I applaud Applebox for the video quality and Grey for capturing the latest trends in Bangladeshi lifestyle- surfing, female scooter riders and the overall sense of powerfully unleashed freedom.
When I had joined Bitopi in 2012, my journey had begun with the pitching for this campaign. We lost but I learnt a lot. Maybe that's why I am being biased towards it but who would not agree that Cholo Bohudur is a powerful line to restart the journey? Vague but powerful!
These kinds of ads sell no products or packages or services or offers. These ads are the decoration of a brand, a brand that can DO! Honestly, I am not a Grameenphone user. I find their call rates too expensive and nurture a hatred for their office that causes misery to my everyday journey to NSU. But would I not be a hypocrite if I deny the power of the brand and the power of the ad? Yes, there were flaws. I cringed at the voice-over and its tacky pronunciation of 'Shift Delete' and 'Excitement'. I expected a heavy, powerful voice that would create goosebumps. Other than that, I could not find anything to complain. I applaud Applebox for the video quality and Grey for capturing the latest trends in Bangladeshi lifestyle- surfing, female scooter riders and the overall sense of powerfully unleashed freedom.
When I had joined Bitopi in 2012, my journey had begun with the pitching for this campaign. We lost but I learnt a lot. Maybe that's why I am being biased towards it but who would not agree that Cholo Bohudur is a powerful line to restart the journey? Vague but powerful!
No comments:
Post a Comment