Wednesday, September 07, 2005

What were they thinking?

The insensitivity of folks in advertising never ceases to amaze me. Last week, I saw this ad for a local brand of milk, Aarogya which claims to have some extra 4 and a half percent fat or some crap like that.

Agencyfaqs unfortunately doesnt really track regional brands, so I cant link to a storyboard here, but the script goes somewhat like this.

Bunch of loony looking fellows (read terrorists) break into a school and take kids hostage. Smarty-pants hero downs a glass of aarogya milk and IQ suitably enhanced, somehow cons them and manages to overpower the terrorists and lead the class to escape.

An extremely serious situation with possibly dire consequences, a hostage drama, is made a backdrop for a milk product? What were they thinking? Didnt they remember that its just been a year or so since the horrific Beslan incident? I cant forget the faces of the kids who died in that massacre - one of them looked so beautiful as though he was just sleeping peacefully, his angelic little face at rest. I cant believe we forget so soon. I am sure his parents didnt.


kay said...
This comment has been removed by a blog administrator.
kay said...

Cut them some slack, apu. Maybe they don't KNOW of the Beslan incident. I don't know, see? Being unaware is NOT a crime. It's just a way of life.

Oh.. link? me? ME? link? sure! I might get paranoid later and ask you to un-link. But for now, link away!

I made a spelling mistake before. heh.

S said...

They weren't thinking.

Ten minutes, please. That's all we need to understand each other.


apu said...

Kay, its not about the one incident per se, more so that any situation even with possible lethal consequences is game for plugging a product; I dont think the creatives are very creative if they cant think beyond this...
S, the world lives on coincidence! I stopped by your blog just y day...Nice one u have!

The ramblings of a shoe fiend said...

hey apu

as a copywriter myself i know that sometimes adfolks can get excited when they think they've struck 'gold' over some award winning idea (though this ad seems far from it) and not try and see if what they're doing is right or not. not that that makes it ok - but that's how it is. i was once asked to write copy for a home insurance ad a day after the latur earthquake. now that's insensitive

Charukesi said...

what makes you think they were thinking at all?! must have just stuck them as heroic and attention-grabbing.

Anonymous said...

Where did you find it? Interesting read here