Saturday, August 15, 2009

(B)AD - Sprite Fridge Pack

AGENCY: Ogilvy India


I've seen it multiple time but I am at a loss to figure out what is it that they are trying to communicate. I've seen it, viewed it and still am at a loss.

The idea (I think) is to communicate the new Fridge Pack bottle sits in the fridge easily. The tagline tries to convey that at the end : Sprite Fridge Pack - Fridge mein jayega, Bade kaam ayega!

Sprite is known for some really cool ads and tongue-in-cheek presentation. Their previous ads have been pretty good and they have positioned themselves in that space in their communication. When you see a Sprite ad you expect some nice take on a regular situation and a tongue-in-cheek humour. Sadly it is lacking in this execution.

With this ad nothing is clear:
  • Why would Sharma aunty come to a bachelor pad for dinner?
  • Why would Sharma aunty cook food for them once she gets there?
  • Why would the guys think that Iyer aunty and all other aunties would come for food to their house?
  • What is the Fridge Pack bottle useful for?

I wonder what the brief for this ad was and exactly what the marketing team was thinking when they approved this creative and decided to spend money to shoot and then air it. Given the earlier ads, I am sure the creative team at Ogilvy could have come up with a much better execution of the same tagline.

After all Sprite is Seedhi Baat, No Bakwas, Clear Hai!

Sorry to say Ogilvy and Coca Cola there is no seedhi baat in this ad, it is all bakwas and definitely not clear.

I would give it a 2/10!

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