IPL 2009 in South Africa was as much remembered for the miraculous comeback of Deccan Chargers to win the trophy as for the adorable cute looking Zoozoos. They took the advertising industry by storm. Everyone took notice and was the talk of the town. They were the ultimate examples of clutter breaking advertisements.
The zoozoos are back this time too during the IPL. However they don’t seem to have had an effect of a similar kind. The reasons are many. For one, the novelty factor has eroded. Last time, they were like a breath of fresh air. This time, they were expected. Secondly, there is viewer fatigue. Third but the most important reason which could have overcome the other reasons is the zoozoo creatives themselves. None of the ads this time have been outright funny. The only exception could be the ‘jobs on your mobile’ ad where one of the zoozoo acts as cannon gunpowder fired by other zoozoo who is the boss. People can relate to it because it is a real life situation where no subordinate likes his boss.
Judging from the type of work on display with regards to the creatives, I can presume that Ogilvy did not want to continue with the zoozoos. Knowing the high standards of creativity, they would have wanted to come up with something new. The client Vodafone though would have insisted to continue with zoozoos to leverage on their popularity. This is again an example of the power the client has over the agency. If the best advertising agency in the country has to submit to the pressures of the client, you can guess what the situation must be for other agencies.
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