AGENCY : Lowe Lintas
BASELINE : Men are back
DESCRIPTION: Four gorgeous women are cribbing that
there are no men in this world. One of them asks: ‘Where have all the men gone?’ The other says, “They don’t make men that they used to.” The rest voice similar concerns. Meanwhile, we see flashes of colour – as various models of the Maruti Suzuki SX4 (in different colours obviously!), while the song ‘It’s raining men’ plays in the backdrop. Finally, a black SX4 stops in front of the girls and one of them says: ‘Now, that’s a man!’ The VO says, “Pure power, pure style, pure muscle, the man amongst cars… Men are back.”
4Ps TAKE: For a long time, cars used to be referred to in the feminine gender: they were always “she”. Here, Maruti Suzuki makes a point to refer to the SX4 as a “he” to hammer home the brand proposition: here’s a tough car that combines power and style with loads of muscle! Great way to position a car! The USP is the ‘strength’ of the car and this ad manages to get the message across! The power idea is to let the brand grow in the market (we hear it’s already doing rather well, thank you very much!). The storyboard is fun and intelligent – and is bound to appeal to the young and dynamic viewer. For a change, a car brand that doesn’t talk of technology; instead on good old-fashioned longings!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
BASELINE : Men are back
DESCRIPTION: Four gorgeous women are cribbing that
there are no men in this world. One of them asks: ‘Where have all the men gone?’ The other says, “They don’t make men that they used to.” The rest voice similar concerns. Meanwhile, we see flashes of colour – as various models of the Maruti Suzuki SX4 (in different colours obviously!), while the song ‘It’s raining men’ plays in the backdrop. Finally, a black SX4 stops in front of the girls and one of them says: ‘Now, that’s a man!’ The VO says, “Pure power, pure style, pure muscle, the man amongst cars… Men are back.”4Ps TAKE: For a long time, cars used to be referred to in the feminine gender: they were always “she”. Here, Maruti Suzuki makes a point to refer to the SX4 as a “he” to hammer home the brand proposition: here’s a tough car that combines power and style with loads of muscle! Great way to position a car! The USP is the ‘strength’ of the car and this ad manages to get the message across! The power idea is to let the brand grow in the market (we hear it’s already doing rather well, thank you very much!). The storyboard is fun and intelligent – and is bound to appeal to the young and dynamic viewer. For a change, a car brand that doesn’t talk of technology; instead on good old-fashioned longings!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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