By Malay Desai
From: Sweden, by Akestam Holst
A new spot by the scandinavian insurer begins by dedicating itself to leo, one of its clients, who has insured his boat, dog and aquarium. The underwater spot then shows many dogs of various colours swimming underwater, mingling with the life beneath. They eventually swim in a pattern to form the word ‘leo’ over a boat, which is then followed by the brand window and the tagline, ‘insurance for everything you care about.’
Why we like ?
Owing to our allegiance to showcasing outstanding advertisements of mundane products (than vice versa), we have been picking some worthy spots from insurance — one of the toughest products to sell. Folksam has pretty much been the LIC of Sweden, having begun in 1905 but has evidently repositioned itself.
This film arrives after the success of the ‘parachuting cats’ of last year; the core thought behind both being to show the insured ‘things’ as being thankful and making the insurance meaningful. Nothing new there except that these things we love are shown underwater here. Thumbs up to the agency which thought ‘let’s make a bunch of Labradors dance underwater’ and still connected that to selling insurance.
Execution was everything here and the GFX have delivered. The zero-narrative visuals are wow-some, we particularly liked the ultra slowmo of a lab admiring a large fish. As ‘Leo’s felines are thanking him, them making his name’s pattern simply makes one want to watch this film in Imax or in 3D!
The concept of adding a personal touch gives this rather eccentric idea a more complete feel, and it’s one of the must-dos in insurance advertising.
The kutta-billi department has been pretty active nowadays (adwalas are Facebooking too much, it seems) but is effective for recall purposes. Your home’s young adults will ensure they get your attention and make you join in gushing with them at the spot whenever it plays.
Meanwhile, we’d like to CC this to our Jeevan Beema people, whose ‘barf gola’ spot has been decent, but they would totally do better by creating some fresh spectacles. And if they are to take on the Max New York Lifes and others in this competitive market, they’ve got to do it soon, not ‘zindagi ke baad bhi.’
To watch this film, visit goo.gl/mxhJIp
SOCIAL NEWSFEED
All about the Twitter IPO
It is time then, to ring the lucky bells as our favourite social network has gone public. New York Stock Exchange saw a flurry of activity last week when Jack Dorsey’s 2006 start-up raked in good numbers early. The opening price was US$ 26 but it soon scorched up to US$ 44.9, a massive 73% increase mostly thanks to sentiment and hope. The trending topics soon gave way to trading topics, and we must tell you that the lead underwriters of the issue, Goldman Sachs, chose to keep a big pie of the offering from retail investors. But the good news for Amriki investors is that a billion more shares would be available within a year now. Finally, the next day’s opening was expectedly cold, and the shares showed quite a dip. Now that the big listing is done, we expect the little blue bird to rake up business operations and rake in ads #likeaboss.
Jhunjhunwala like this
Facebook’s missing teens found on YouTube
Not to sound even more like an Udayan Mukherjee after the above snippet, but this has to be told. We read that last year recorded a drop in Facebook’s preference as the top choice for ‘young’ advertisements, and this is thanks to a recent trend of teens flocking to YouTube for their dose of Selena Gomes and Justin Biebers. And while Facebook admitted its teen users might be on the decline, the other beneficiaries of this seem to be Amazon and Twitter. The 12-15-year-old segment, just as any FMCG or fast-food product brand, is significant for Facebook as well and they don’t want these brats to pick up new habits before turning into adults and thinking Facebook is a waste of energy anyway.
Justin Bieber lovers like this
Know about Google Helpouts?
No we ain’t really hinting at Hangouts or a new disaster management plan. It is in fact the newest venture from our bros at Mountainview, CA. It’s being called the new way to seek and give help over video. Which means if you want to know how to use your multi-purpose tava for making dosas or are looking for a solution to your CBSE studying kid’s geography problem or are simply wanting to learn French, you look up users and connect. Of course this is partly possible in YouTube as well — and on Whatsapp these days but we think it’s an earnest attempt to get more interactive online. The differentiators are the brand pages which already have a list of happy-to-help videos on their pages for customer care and PR purposes, so you can simply browse through and learn stuff such as weight tips, tying the perfect tie or getting ready for marriage. Make some desi helpouts already, we say.
Philip Kotler likes this
