AD Critique

This blog was inspired by the book 'AD Critique". The intention is to dissect, discus and learn about Ads.I will be starting with print before moving to other media as it is the easiest. Any criticism is most welcome.

[archish07]

LIC Housing Finance – Building Homes,

Strategy: Starting a Family? Looking for the home you always wanted? We are here to assist and are good at what we do because we know what we are dealing with.

Concept: A home is an integral part of family life. This is where your family’s most important moments are played out. A family deserves a good house.

Execution: The picture shows a young family, a father, mother and a young child cherishing a playful, basic, even regular but essential family building experience. The Headline connects the two ideas – family experience (from the picture) and home buying (from the business aspect) well. The emotions being played out in the picture are exactly the ones the target wants to feel. He/She can look at it forever. And when they do look for a house, they will remember LIC.

Layout: The background acts is convincing enough to represent a house, the color on the wall too is in contemporary usage and hence more appealing to new home buyers. The clothes worn by the characters too are bright/playful and quite appropriate. The idea is to make the scene believable.

Target: The target seems to be a young family, late 20s to 30s looking to buy their first house in the near future.

[archish07]

Gas Authority of India Limited (GAIL) – Switch to Natural Gas

Strategy: Switch to natural gas to have a better future. We at GAIL, are doing that. Now you can make a contribution. Help us help you.

Concept: Pollution harms us and there is a fight going on against it. Think of the future, not just the present.

Execution: The execution is to show the harm that pollution brings to the us and our loved ones. The picture and the description about the number of deaths brings out emotions like concern and fear immediately. This makes it difficult for the viewer to turn the page without reflecting upon this pressing issue. The Headline, the description and the photo all complement each other well. The #HawaBadlo suits the concepts and gives the campaign personality. Really, the execution is the clincher here.

Layout: Simple yet effective. The white and grey colors are simple but relevant to the concept. Focus automatically goes to the picture. The use of smoky texture in the headline goes nicely too. The yellow serves well as a frame.

[archish07]

Chevrolet Beat 2016

The Concept and the Execution: The concept and execution are intertwined; the car is shown in green cocktail (as they call it). It’s their tackiest color. The lighting accentuates the color and design of the car. It’s been shown like in an exhibition. The headline doesn’t boast of any awards but projects the car as benign, like a cute little pet. The copy then also points out the style and torque.

The strategy: The strategy apparently is to say to the customer that here is a good looking, reliable small car which is all fun. It tries to ease the prospective customer’s doubt about where he is putting his money.

The Layout: Here the objective is to put the car in a situation where all attention goes to it. The background can be easily overlooked yet, accentuates the car’s colors. The angle chosen is the car’s best frame. The lighting is similar to that of a clothing chain’s outlet.

Product personality: It’s a smart looking small hatchback in mid-segment for mostly city commuting. It is positioned as stylish, easy to drive and “A Car for Everyone”.