Ad Watch - Jul 07

Anand A Vathiyar

Managing Director

UP BrandBuzz

Hot: Sony Ericsson

A quiet revolution is taking place. Nokia is no longer the ‘it' mobile brand - I only realised it when only one person in my entire office had a Nokia charger.

Part of the demise I gather is because they no longer make phones that are hip and cool (Samsung and Motorola having edged them on both counts.) The other reason I feel is that Nokia no longer artfully blends technology with human insight. Something that Sony Ericsson is doing with both product and communication - like their latest TVC for W8801.

Sure, it's a little contrived to share a burger and a tune but by keeping the whole commercial sensory (only their eyes and bodies 'speak') and the moment intimate - we are drawn to the couple, maybe even wishing it was 'us' with our special someone. And despite being cute-corny-sweet it does what Nokia is no longer doing which is Connecting People.

3.5/5

NOT: Nike Pros TVC

I wore my first pair of Nikes in 1982 without knowing much about the shoe, the swoosh etc. When I entered advertising in 1993, I went from Nike-fan to Nike-evangelist after reading the story behind ‘Just Do It' but all that has changed.

Where Nike the challenger brand was energetic, dynamic and constantly pushing the envelope, Nike the mainstreamer brand is anything but. And their latest Nike Pros commercial sums it all up.

Bloated with superstars who take up screen time but lack screen presence (no McEnroes here!), a rehash of technique from Nike 'Freestyle' days of 2000, the whole-breathing-plus-sound effects that's ho-hum at best and most importantly, lacking even a semblance of an idea or anything remotely edgy that Nike was known for - pretty much like Chelsea's chequebook success; bought and undeserved.

1/5