One of the “creativity” gimmicks used by ads is to do with showing how the product is being used worlwide. Transcending all geographical and linguistic barriers, all kind of cultural influence, these ads try to show that their product has universal appeal. Not everyone gets it right though. For example Toyota corolla. In an ad being broadcast here, they show how Corolla is the choice in various cities like Paris, Newyork, Tokyo etc with someone in the respective cities saying something (Welcome) in the local language. They finally show Rahul Khanna emerging out of a Corolla with a backdrop of some palaces. He also concedes to the car being well accepted globally. But don’t the ad makers forget one tiny little detail? Since when did cars in Paris and Newyork come with the drivers seat in the right hand side? Shouldn’t the car also be changed appropriately, if they want to show a still from a particular city, where a substantially native looking person says something in the local language? Or did they think that Toyota = Japan = Right hand drive everywhere!
But some others do get a perfect ten when it comes to the same concept. For example Nivea. The Nivea ad, which shows ppl across the world applying Nivea after shaving, on chapped lips, on skin, on babies – achieves whatever it desires. Somehow that ad fills one, with a warm fuzzy feeling about how the cream is multipurpose and is universally used. A large part of this effect is perhaps from the accompanying song by Asher Lane – New Days, which goes something like “Here comes the sun, it’s for everyone, I feel the sky is all mine’. Wonderful combination.
Another nice ad is the Videocon campaign, which shows the Gaytari Mantra being mouthed by not Indians but all kind of people in other countries. A very smart way of showing that finally everyone is recognising stuff “Indian”. Ultimately no product is complete without an equally smashing ad campaign.