A
Big Bear Hug to Nivea!
If
you haven’t seen the new Nivea deo Advertisement, watch you must. I cannot even
begin to tell you how happy it made me to see this refreshingly new and
different Ad. I have always loved advertising. All you get is a handful of
seconds. In that, one need to convey a story or a message AND make someone buy
your product or at least make them think about the product. The sheer joy of
creative challenge! In many ways, Indian advertisements are rich in content and
portrayal. The abundance in content might owe to our varied cultural ethos –
the advantage of having many little Indias within India. The portrayal or the visual nuances should
have evolved over time.
One
product space where there was an acute lack of creative talent on display was
the deodorants. All that our prolific Ad agencies could come up with were a bottle of
gas, a few naked women and these bare chested men drawing those women to them
like moth to fire just because they have used the deodorant. The very same
concept repeats only change being in the surroundings. Oh yes, one product did
try with a horse and then molecules and awesomeness et al. Frankly, I missed
the point. I couldn’t GET that Ad at all.
And
comes, our dear dearest Nivea. Just when I was about to press ‘Skip Ad’, Nivea
takes me right to the beginning of mankind. I wondered why and was curious! It goes on to say
Eve snubbed Adam with a hand wave because of body odour. Then it talks about
Maharajas and the handshake, long lost friends and the high-fives and fist pumps
etc. The Ad implores the audience to #Banbodyodour and get back to the
endearing and sincere bear hugs.
It
delights me to see so many little things woven in to a minute worth of time.
They have touched up on how human interactions have evolved (of course on a
lighter vein), what we can do to make them more intimate and why we should use
their product. Thank you Nivea for liberating us from the oft repeated monotony
of humans hurling at each other among smoke just because of some scent! Thank you Nivea for
giving some sense of meaning and soul to the story line. A big bear hug to your
team!
Link to the Ad : https://www.youtube.com/watch?v=8pXmQAZvQHI
Arun Babu
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