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Park Avenue seeks to script a new soap story for males

28-November-2009
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Park Avenue seeks to script a new soap story for males

In a bid to strengthen its market share, Park Avenue has relaunched its soap brand for men in new size and fragrances. Supporting the brand’s activities is Dentsu Marcom, which has conceptualised a new TVC that seeks to show how a bath can be a completely male experience. The Production House is Magic Hour Films. The film broke on all entertainment and news channels and in cinemas halls on November 22.

Adrian Mendonza, National Creative Director, Dentsu Marcom, said, “Given the brief, the creative route taken to showcase the product was to highlight the masculinity of the bathing experience. That single-mindedly was the objective of the launch film – to show how a bath can be a completely male experience. This singular aspect led the execution of the film. The film projects great force, pace and intensity and all elements used – be it the water, lighting or music go to build this.”

Mendonza further said, “The objective of the campaign was to showcase the relaunch of the new, all male Park Avenue Soap in a new size and fragrances. The brief from the client was to generate excitement and buzz around the relaunch of the new Park Avenue Soap targeted at men, to achieve high level of market share in the men’s soap category.”

The film begins with cascading jets of water drenching a man in the shower. As the water splashes on him, its sprays and droplets get accentuated, the sensation adding to a sense of cooling freshness. The man, enjoying the shower experience, flexes as the water gushes over him, reaching out for a bar of the Park Avenue soap and playfully tossing it in the air. While he is lathering himself, the aroma of the soap lingers and reaches his wife, who is outside the bathroom and she wonders what is taking him so long in the bath. Male V/O: New Park Avenue Soaps, in three masculine, long-lasting fragrances. It’s a man thing.

“The treatment of the film was completely different. We have used water and lighting like it has never been used before. From a technical perspective, we shot a lot of hi-speed shots to capture water in all its glory. During post-production the water droplets were selectively given a slight golden hue to give it a very definite shine,” elaborated Mendonza.

He further said, “What is also interesting is that this is probably the only film using water where we have not used the sound of water, except in the last shot. However, the track is designed in such a way that you will never miss the sound of water, but feel that the force of the water is being accentuated. We kept the music fast paced and percussion based, completing the film in force and intensity.”

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