An advertiser has to walk a tight rope when it comes to showing exaggeration in the advertisement since it can backfire and the customers won’t accept the product.
There is an exception to this though and it is the happy dent whitening gum advertisement. Exaggeration has never been so cheerful, adorable and charming.
The exaggeration started from the buffalo ad with Dr. Bhatavdekar where he compares the teeth of two buffaloes, one with yellow teeth and other with pearly whites due to the happy dent gum.
The next ad was of the photo shop where a person flashes his teeth which are so bright that they do the work of flash for the cameras. The exaggeration is quite creative and funny too.
Then it was the setting of the maharaja palace where everything was illuminated, not by lamps, but by the pearly white teeth of his servants (the human right would have taken objection for such a depiction but even they say the lighter side of it) right from the street lights to the garden to the entrance gate to the dinner table of the maharaja.
The latest ad features elephants with glowing tusks which light up the forests against a back drop of a rural setting where villagers do not have electricity.
These types of ads not only act as clutter breaker but people actually are on the look out for a new and creative ad. The problem though with this scenario is that the creativeness of the ad overshadows the product and people just remember the ad and not the product on display and thus the ad fails to deliver what is expected of it i.e. sales of the product.
But the bottomline is that the ad has caught the fancy of the people and it should result in sales of happy dent. What can we expect in the next ad, a crow with pearly white beak? That would be quite a contrast, isn’t it?
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