Darkness, the new wisdom! : Blog # 230

Darkness, the new wisdom!

I am so in love with the new Coco Cola Middle East Ad. I so admire the creativity behind that thought. How can one break so many stereotypes in such a tiny video?

What surprised me was the idea that the crux of the Ad is dead against whatever little I have heard about advertisement. Most of the advertising lessons teach you to ensure maximum visibility for the product. It also advises maximum repetition of the product features of course without being too-in-the-face. Yes, there are advertising methodologies which advocates weaving a story around the product with minimal screen time for the product itself. Again, such methods are mostly used for high end, up market products. Coco Cola is not a high end product. It is a much loved, beverage. Also, at least I am yet to read a book which advocates an advertising strategy that says one can steal away the product’s identity itself! That is exactly what this Ad does and still manages to make us fall in love with the idea and thereby the product!

However educated, well traveled and well read one is, stereotypes kick in at lighting speeds and judgement are passed in our minds in the split of a second. I think subscribing to stereotypes is our mind just being lazy. The memory and thus the mind have learned a pattern of behavior to expect from the way a person is dressed, is speaking and the affiliations they convey through their conversation. It is easier to slot a person in to a reference which our mind already knows. What many of us try to do is work against those judgement to try and see the person beneath the label/slot we have already given them. The label used to be about nationalities earlier and these days, sadly it has increasingly become about religion too.

I would want to look a bit deeper in to the Ad. In my mind, there are two definitions to the darkness which engulfs the 6 people in the beginning. One is that the darkness in the Ad depicts the extent to which humanity has become restrained by the walls it has created around itself.  The walls of assumptions we make just by the way a person looks, the faith one follows, the language he/she speaks or whether or not the person walks with his legs or with a wheel chair. We must look through these walls of darkness. Only then will we be able to find the soul of a person and thus humanity at large.

The second definition is that the absence of light in the Ad depicts wisdom. It is against the conventional perception of darkness. That darkness covers and thus enlightens the myopic eyes of mankind blinded by region, religion and appearance. This wisdom helps people see mankind in a new light or should I say a new darkness?

What should Maggi do? ~ http://praisesnbrickbats.blogspot.in/2015/06/what-should-maggi-do-blog-213.html

Keywords : Coca Cola, Coca Cola Middle east, Coke Advertisement, Coke Middle east

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