4. 1. Coke “Reasons to Believe”
Mode: TVC
Product: Soft Drink
Target : All Segments
Theme : Compares the Negatives and the Positives in Life.
It is “Inspirational”. Gives a feeling of “Hope”.
High Emotional Factor
“Kids”: Warmth in the Ad. Cuteness.
Song sung by Kids: Captivates the Audience.
Simple ad but Instant Connectivity.
Core Proposition : Selling Hope and Spreading Happiness
In a Nutshell, Coke conveys the message that it has given
people the “Reason to believe”, a Reason to Smile and
provides hope in the hardest of times.
5. Contd.
Worldwide Launch to celebrate 125 years of Coke‟s
existence.
To Welcome the New Year 2012 with a Ray of Hope.
Also, to combat the fear that the world will end in
2012
Launched in Dec‟ 11
Based on a research conducted in 2010
Same Video but the Audio (Song) was regional.
Song by band Oasis of „Wonderwall‟ fame released in
Dec 1994
In India,
Creative Team : McCann Erickson India – Prasoon Joshi
Music : Shantanu Moitra
Direction : Kaushik Sekhar
Production House : Apostrophe
7. 2. Brussels Airlines “Teamwork”
Mode: TVC
Product: Service/Hospitality
Target : Elite, Business Professionals
Theme : Busy schedule of a “to be father”. The tense
moment of a father.
A grand moment
Indicates personalized Customer Service
Also stresses on the commitment of its staff
And especially their Team Work and Dedication
Emotional
Creates a suspense, tense beginning and a happy ending
Audio: A few dialogues
Core Proposition : Supreme Customer Service
Unintended Message: Why only “A Boy”, why can‟t it be “A
Girl”
9. 3. O & M‟s “Anti-Smoking Ad”
Mode: TVC
Product: Social Cause/ Movement
Target : Smokers or Potential Cancer Patients, also to
Others for Aid
Concept: Unique, features the actual scene/moment.
Theme : Showing the reaction of the Smokers
Instills fear
Reminds them of Death
Very Emotional, FEAR
Features the Target Audience themselves
Location: Local Stores
Audio: The Chant of “Ram Naam Sathya hai” & A few
dialogues
Core Proposition : Smoking kills you!
10. Contd.
Launched in 2012
To find a fresh and unique way to dissuade
smokers
All statutory warnings are in vain
Ambush the smoker at the point of purchase – a
vantage point
Make the person listen even if he hates to.
A huge success
Varied reactions : Shock, fear amusement, etc
12. 4. Krazy Glue
Mode: Print Ad
Product: Glue
Target : Household/Professionals
Theme : Makes the person to try and detect a
flaw.
Indicates the Precision/Cleanliness by which one
can make use of the glue
Surprise
Location: Local Stores
Core Proposition : Perfect Adhesive