Lack of imaginativeness and creativity is mind boggling these days. Every time you turn on the TV or flip through a magazine you see an advertisement that is not only grossly misleading but more often an eye-sore as well.For example Ponds‘ Liquid Gold cream for topical application claims it is formulated to make ones skin look radiant, I guess the only way it could make one look radiant is by the light reflecting off of its fancy glittering packaging. But lets leave cosmetics and food products aside for a moment (because at least they put in effort to make up such fancy quackery) and move over to two things that account for biggest share of media clutter these days i.e. food brands and telecom service providers.
Just last night we all saw a ghastly knock-off of now legendary Psy’s Gangnam Style by Zong. I wonder if Zong‘s Brand Managers were drunk when they approved this TVC (And I am not talking three or four bottles, I am talking a crate). Its not the first time it has happened as they have a whole history, I guess the urge to break the clutter has led some folks to commit such extraordinarily low-life marketing tactics. Few years back Zong‘s main print advertising copy turned out to be a copy of a famous book cover image that was not just any book but a New York Times Best-seller called ‘Go Green Live Rick‘ by David Bach. And even when people started commenting on it, the brand rather than coming up with a careful thought-out response, did nothing. What about PR?
It doesn’t end there and isn’t limited to one or two brands, Mobilink launched a youth focused brand in 2010 called ‘Jazba‘. Within days it’s logo turned out to be a copy of another European company called ‘Zagora‘. Various people pointed it out in print and online but in vain, the mighty Mobilink resorted to draconian act of blocking people off of its Facebook page and then it issued an informal statement that termed plagiarism as creative inspiration.Even the “prestigious” Habib Bank Limited went on to leverage upon Mr.Bean franchise(I still can’t grasp the connection between banking and comedian).
And lastly there is this rat race of using street lingo or local content. A perfect example to illustrate this fad would be Wall‘s ‘Kha Badami Wow Strawberry‘, the tag-line is so out-of-this-world meaningless that I still can’t wrap my head around it, they could have been saying it in Norwegian. Engro Foods’ ice cream brand Omore obviously didn’t want to feel left behind either, they roped in local Youtube celebrity Osman Khalid Butt to create an Ad that was more Bollywood mockery in bad taste, it didn’t stop there but Engro Foods went on to launch Lassi product Omung that was extraordinary. Unfortunately, extraordinary bad! And to just rub it in the quintessential TV humor telco Ufone also hopped onto Youtube celebrity bandwagon with Ali Gul Pir of Saeen fame, one just doesn’t get any more horrendous than this TVC, it had a forced uncle-dancing-at-wedding feel with Waseem Akram in there. Correct me if I am wrong but wasn’t Ufone well-off with its lame Faisal Qureshi jokes in the first place?
I hope somebody out there working in any of those incumbent agencies reads this and aims to work better,work more original!