Does Hindustan Unilever’s viral ad film- “The Shower” strike a chord?
The film conceptualized by Ogilvy Mumbai has already triggered conversations around it
Published - 20-December-2018
What happens when an arid Indian village wakes up to a swanky shower cubicle in its midst one morning? A water conservation film released by Hindustan Unilever called “The Shower” makes a pertinent point on how we should do our bit to conserve water. The film conceptualized by Ogilvy Mumbai has already triggered conversations around the theme and is being shared and appreciated by reams of people on social media. We asked industry stalwarts what they think about the viral film.
Shekhar Mhaskar, EVP, Isobar remarks that the first scene gets the attention, and makes one inquisitive of what’s going on. “The following sequence drives the point home with an impact on your senses and makes one really acknowledge the scary thought of how much water we waste. The rallying cry urging us to save water, demands our heart to take action which is the ultimate aim of the film.”
Mhaskar adds, “It would have been more impactful if the actionable viz. ‘Have a shorter shower. Turn off the tap.’ was also visually supported. The ending scroll in some sense dampens the impact. Good film overall. “
Ad-filmmaker Aneesh Shah likes how it is narrated in a lateral fashion. He lauds the overall insight and execution. “No wonder the film has gone viral! It tugs at your heartstrings immediately. The narrative is extremely impactful and it seems like it is already eliciting conversations," he shares.
Adding his thoughts, Narayan Devanathan, Group Executive & Strategy Officer, Dentsu Branded Agencies, said, “Everything about it seems perfect. The casting, the music, the setting, the cinematography, even the shower cubicle. So why didn’t I get moved by this story the way other stories from HUL, such as Gondappa, have moved me before? I don’t know. Maybe it was the bit of incongruity between the narrator—herself a resident of the village, knowing what a shower was—and her other fellow residents, who were completely ignorant about it. Maybe it was the slight unbelievability of the joy of drinking water from a shower—clearly not something they would normally do. Maybe I’m reading too much into it, but for a company that has practically been responsible for moving us from bucket baths to long, water-wasting showers as a cultural habit, it doesn’t seem to ring true for HUL to pass the buck to people to now feel guilty about using showers.”
Deep Mehta, Co-Founder, Digichefs acknowledges that there have been a hundred campaigns around the topic of water conservation, comparisons made on how judicious use of water in a city can help someone longing for water, but this one is different. “The first visual of a modern glass bathroom in a drought-ridden village is indeed captivating. The mere shot of a young baby drinking water from a steel utensil has depth. Although, there could have been several interesting shots rather than placing the expected ones in those 90 seconds. The tail of the video with encouragement to save water could have had an impactful visual too. All in all, it's a good take on the cause that needs some urgent attention, especially from city dwellers like you and me," says Mehta.
Credits OGILVY MUMBAI - HINDUSTAN UNILEVER LTD.
Vice Chairman & Group CCO: Sonal Dabral
CCOs: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
Creative Team: Ashok Karkala, Vinay Pawaskar
Account Management: Hephzibah Pathak, Nikhil Mohan, Piyush Jha
Brand Planning: Prem Narayan
Production House: Little Lamb
Films Director: Buddy (Lamb Little)
Producer: Monalisa Mukherji, Avishek Ghosh