Some time back I put out a post praising the new MOTOROKR commercial starring Abhishek Bachchan (see link). I still stand by it, and in fact love it even more compared to the new “the thump is here” commercial by Sony Ericsson W200i.
Why? Let’s talk basics which the agency/client seem to have forgotten:
- A ‘celebrity’ is not an ‘idea’ or ‘unique selling proposition’ – a product promise is.
- A product promise, even generic has to be dramatised refreshingly. I cannot see how Hritik Roshan dancing away like he has in every other commercial done by him, can be termed as refreshing/different/cool/unique/whatever!
A done-to-death script, bad art direction and costumes, corny dialogue at the end… all add I believe, to make this TVC nothing but a “thumping waste of money”!
Unfortunate, because it’s a great phone, I’ve always loved Sony Ericsson ads, and I am a big fan of the brand. Come on guys! What were you thinking!!??
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