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Ad Review: The LG Cookie campaign, perhaps not so ‘Fresh’

29-June-2010
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Ad Review: The LG Cookie campaign, perhaps not so ‘Fresh’

LG Cookie Fresh phone has got three Bollywood stars – John Abraham, Genelia D’Souza, and Abhay Deol – for its ad campaign. The concept is youthful, keeping in mind the TG, however, some ad honchos wonder if the choice of brand ambassadors was the right one, besides they feel the ads have nothing in them that stands out.

Client: LG
Brand: Cookie Fresh
Campaign Name: What’s your update?
Agency: Rediffusion DYR
Medium: Television

The Brief:

The new definition of cool for the youth today is how they manipulate social networking to turn a situation to their advantage. Abhik Santara, Business Head on LG Mobiles, Rediffusion Y&R, said, “I believe what the Internet did to PC penetration, mobile phones will do that for the Internet in this country. LG wants to be at the forefront of that revolution. To capture that in the context of the youth of today, we are exploring the behaviour of how they are playing off the digital world to result in a real life implication. It is fast, effective and cool.”

The Execution:

Chraneeta Mann, Creative Head, LG, Rediffusion Y&R, explained, “What social networking has done is that it has created youth that literally lives ‘collective’… sharing everything from their break-up stories to the T-shirt they bought that day. It was this need to link their offline world to the online every second of their night and day that became the basis of our commercials, interpreted through one insight – the power of the online to create experiences offline.”

The Final Product:

The result was three ad films titled ‘Basketball’, ‘Principal’s daughter’ and ‘Rocky’. The ‘Basketball’ film opens with a few girls entering a basketball court wearing track pants, much to the disappointment of the John and Abhay watching them. John asks Abhay: “Dude where are the skirts?” and updates his Facebook with the message: “Model hunt for sports magazine today”. In the next shot we see girls led by Genelia walk in wearing skirts. The MVO says: “The new Cookie fresh & Cookie plus social networking phones from LG. What’s your update?”

In the Rocky TVC, the film opens with John, Abhay and Genelia walking together, when Abhay asks John for money. But no one has any money. John then has a wise idea and clicks a picture of Genelia and Rocky, a rich guy in college, and updates it on Facebook. The fallout is a positive one for the trio, at Rocky’s expense. The MVO states: “The new Cookie fresh & Cookie plus socials networking phones from LG. What’s your update?”

In ‘Principal’s daughter’, the film opens with a few boys trying to woo and impress a girl sitting alone. On seeing the girl being hassled, John, Abhay and Genelia decided to help her out. John takes a picture of the girl and updates it on Facebook saying: “Principal’s daughter joins college”. Seeing this message, everybody leaves the girl alone even as Abhay approaches her and sits next to her. The MVO follows: “The new Cookie fresh & Cookie plus social networking phones from LG. What’s your update?”

Xpert Comments:

Partho Sen Gupta, ECD, 4thD IMC, said, “College lads doing the ‘fun’ routine – how ‘fresh’ is that? A typical case of ‘sign the celebrity first and then think of a script’ formula in my mind does not work. Both John and Abhay are way too old to play college kids, the visible difference can be seen and felt when we see the fresh cast around them. Otherwise it’s a plain film. Nothing really grabs you. Good production values, but then there are others if you surf the channels. Maybe, the ‘celebrity glare’ has high expectations. Hope it delivers on that. Think it’s high time that clients buy ‘ideas’ rather than ‘celebrities’.”

Our Take:

While the ideas are fun and so is the execution, the choice of brand ambassadors is perhaps not the right one. The ads do not remain for long in our minds.

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