VIP, which recently launched its range of light strolleys under the brand name Superlite, has come out a campaign to support the launch. Publicis Ambience has created an animation based TVC for Superlite that is eye-catching and makes one feel like watching it over and over again. The special effects for the TVC have been worked out in Paris.
Client: VIP bags
Agency: Publicis Ambience
Speaking on the brief from the client, Ashish Khazanchi, Vice Chairman & NCD, Publicis Ambience, said that it involved re-energising the brand and enhancing its relevance in the lives of the younger Indian consumer, without having to compromise on core brand values, and yet distinguishing itself from the competitors in the market.
Khazanchi further said, “The challenge was that VIP has a legacy of trust and quality that makes it the market leader and a formidable brand to reckon with in the Indian market. However, it is time to distinguish VIP from its competition and get the brand a serious makeover to beat the arrogant competitive younger lifestyle brand gliding down the airport conveyer belts. Also, VIP would require connecting afresh with its consumer to reassure and reposition what the brand does best – play the role of a travel companion.”
Speaking on the execution of the ad, he added, “We believe VIP is truly ‘inspired by happiness’. Being given the mandate of taking VIP to a contemporary and premium platform, we looked at a communication style that is fresh and would have great impact, break clutter and is also much liked. The treatment is an aesthetically styled magical realism world, where the central idea of the brand can be expressed in a straightforward and unembellished manner, which allows the ‘real’ and the ‘fantastic’ to be accepted in the same stream of thought. The whole campaign is about little moments of everyday life that is touched by happiness in the presence of a VIP. The film is cheerful, optimistic and has a jaunty feel of movement. This treatment gives a sense of unshackled easiness and lightness in life; as if it says ‘welcome back to the sunshine world of VIP’.”
The Final Product:
The ad film has been given the animation treatment and opens with a man walking down the road with the new VIP Superlite bag. As he walks down the road, he sees a group of children sitting on the park bench, sad because their football is stuck on the top of a lamppost. The man stands on his VIP bag and lifts the children on his shoulders to retrieve the ball, highlighting the strength and durability of the bag.
Moving on, he sees a couple sitting in the park, bored and tired. He opens his VIP bag to release a big heart, which captures the couple, leaving them happy and vibrant – thus showing the bag’s capacity.
The girl sends a gentle flying kiss to the man, which sets him flying into the sky with the VIP bag, where he is flying alongside an airplane, showing how light the VIP bag is. The TVC ends with a pack shot of the new VIP Superlite range and the tagline: ‘Happy Journey’.
We rate the ad 8 out of 10.
Commenting on the ad, KV Sridhar, NCD, Leo Burnett, said, “It’s a likable ad, but might have missed a trick or two in taking it to the next level. Animation is a great starting point to get a cut through, but styling is very primitive, even if we were to compare with Levis jeans’ matchstick figures four years ago. It dramatises the lightness very effectively, thanks to line illustrations, but fails to prove toughness, that’s the trade-off one has to make by choosing to go with line illustrations.”
Thomas Xavier, Chairman and NCD, Orchard Advertising, too, liked the ad and said, “The communication for light suitcase is a unique case of execution. It’s nice and pleasant to look at and the angle of romance between the boy, the girl, the heart and the suitcase. The suitcase plays a good role in the storytelling and the overall film looks quite entertaining. The ad has an original look. The animation effect is very good and sound track is quite pleasant and grows on you.”
Gautam Pandit, Partner & CD, RK Swamy BBDO, noted, “The TVC per se comes through as nice and cheerful. The animation is different and lighthearted. However, the product features (strong and light) are communicated too subtly and so it takes a few sittings to register. Considering the quality of the animation, a good balance of humour and clarity would have made the commercial sing. The soundtrack is appealing, but it would have been even more so if musical bars from the song ‘Don’t worry, be happy’ had not been used.”
We feel the use of animation in the VIP ad makes it stand out. The concept is good and the animation, too, has been done well.