8/7/2019 naresh advertising
2/3
Advertising-Critique of Surf Excel
Brand:Surf Excel
Agency:Lowe
Tag Line: Daag achche hain!
Media:TV Commercial
Description:Brother and sister are returning home from
school.
Story: Rain-soaked grounds with a cloudy ambience. Sister
accidentally steps into
water puddle and soils herself. The adorable face cringes with
disgust and we see her
at the verge of tears. Protective/loving brother throws bag
aside and starts punching
water puddle (semi-consciously splashing more dirt on his
sisters uniform and soiling
his own clothes in the process!), repeatedly asking it to
apologize to his sister for the
misconduct All this, while the sister chants Aur maro, aur maro
from his side.
Both of them finally convinced that the puddle has been trashed
enough and had
apologized; go home happily. The million dollar smile is back on
the sisters face. The
screen is filled with colorful splashes, and a Daag Achche Hain
slogan playing in the
backdrop.
Critique: Surf Excel had done something creative which it has
done earlier (Do Balti
Pani roj Hai bachana). While all other detergent powders were
basking in the glory of
how good their product was at removing stainsSurf hit dirt with
the glorification of dirt!
Havent we heard of out-of-the-box thinking and other such
jargons at B-schools?
Basically, this was just an instance where it was put into use!
The ad took my attention
away and I was mesmerized by the innocence that those two kids
afforded the ad! It
8/7/2019 naresh advertising
3/3
was clutter-free unlike other detergent powder ads, which kept
comparing the
superiority of their product by their less-effective (???)
counterparts. A thematic ad that
successfully launched the brand philosophy, surf excel had
proved to be the last word in
detergent advertisement again: both in terms of product offering
and communiqu. The
ad commands a high recall value with consummate ease. The
responses speak
volumes the commercial took the product image to greater heights
.
Conclusion:
If a kid gets dirty doing something as cute and matures as
protecting his little sister then
no parent would mind the dirt and in fact given this learning
experience dirt is indeed
good. Innocent love and bonding between kids is one of the most
endearing
communication which appeals to any target audience, because all
of us have a kid
somewhere inside us and when we see something like this we
instantly lap it up. This is
precisely the reason why this ad is making quite a splash and is
being appreciated by
one and all. Indeed a super concept and brilliant execution of
an idea which will do
wonders for the brand image of surf excel.
After all this is very much creative and communicative.
My Rating:
(Out of Five)
****************************************************************************************************
