A tale of two cars
Two ads for two different cars have caught my attention in recent times. One is for the classic Maruti Suzuki and the other is for a new entrant Honda Jazz. These two completely different ads shows how important it is to keep the message to the audience simple.
Here’s the Maruti ad first. The brilliance of this ad lies in its simplicity. Notice that this ad doesn’t show any car at all. Instead the images and emotions used in these ad are more reminiscent of previous ads for chocolates or diapers. It shows a mom putting mehndi on her hands while she asks her relatives to take care of her baby. No matter what the relatives do, the baby keeps on crying. Until the mother takes the child in her own hands. The tagline shown after this is simply amazing. You cannot help but smile at the simplicity yet the power in that message. The message is simple, if you love your car, you’ll take good care of it.
On the other hand, take this ad of Jazz. It shows a man putting a cactus in the backseat of the car and driving around town to pick up his girlfriend. All other cars seem to burst in bubbles around this new car. When the man does pick up her girlfriend, she sees the cactus and gets shocked. Then it shows a hand plucking a flower from somewhere on the cactus. Both of them get into the car and drive off happy. On top of that, the tagline used by the ad, “Why so serious?” a totally unoriginal line. Moreover it doesn’t even fit with the whole ad. Didn’t expect this from the same (car) company that produced this masterpiece of an ad.
P.S. Read this article later on AFaqs. The creative head tries to clarify the ad, but makes it all the more muddled.
Three conflicting messages versus one simple one. That’s the power of a simple ad.
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Lovely analysis !! Proud of You !!