 "What's your take on: A.1. Sauce 'New friend requests'")
(‘What’s Your Take On’ is a weekly feature, where we ask adland for their take on campaigns from across the globe. We trust you’ll enjoy the read; should you wish to give us your opinion on a commercial, mail us onmukta.lad@web18.inand we’ll holler the moment we have an ad for you!)
This week, we got three writers from adland to review A.1. Sauce’s ‘New friend requests’ TVC. Before we get to what they thought about it, watch the ad here:
We asked Anshul Tibrewala, copywriter, iContract; Sohil Wadhwania, creative team leader, McCann Worldgroup and Ramu RT, associate creative director, Dentsu Communications for their two cents on the ad. Read their opinion below:
Yay or nay? Did the ad work for you?
Anshul: Yay!
Sohil: Nay. It hit the wall. Literally.
Ramu: Thumbs up! All this while I thought steak sauce is only for steaks. Seriously!
[caption id=“attachment_85567” align=“alignleft” width=“380”]
Ramu, top left; Sohil, right; Anshul, bottom left[/caption]
What was your first thought when you saw the ad?
Anshul: Drat! I brushed away theidea ofaFacebook-basedvideo as silly,and now someone has gone and done it. Foolishness level- A1.
Sohil: Slow cooked. A steak would get well done till it got over.
Ramu: If the product has no new story to tell, write one. And this is a story well told.
What about the commercial appealed to you the most?
Anshul: I’m vegetarian, and it still made me immensely hungry. I’LL HAVE THATSTEAK AND EAT IT TOO!
Sohil: It spoke to the carnivore within me. Almost got me hungry. Almost.
Ramu: This film sets bad standards. I dread the moment when my client is going to call and say,“Did you notice how beautifully the product is blended seamlessly in pretty much every frame. Why can’t you guys think like this?”
What did you wish the ad had done differently?
Anshul: The musicfor crying out loud! Actually, I think the overall sound design could have been a lot better.
Sohil: People click their food before they even smell it. Maybe there was something in the hashtag and Instagram space if they had to, HAD TO go the social media way.
Ramu: I would sack the food stylist.
What do you think the insight for the ad was?
Anshul: People are on Facebook 24x7, they won’t mind some more of it. Let’s also steal food pictures from Instagram because Facebookowns its juicy rump.
Sohil: Guess they took ‘Our TG is everyone on Facebook’ too seriously.
Ramu: The one-line creative brief: This time, let’s try and sell some sauce bottles. Please!
If you had to create an ad using Facebook (or any one distinct aspect of it) what would it be like and for what product?
Anshul: Use Facebook to show the heartwarming and inspiringstory of a runner who is bedridden with an injury.
But he doesn’t doesn’t give up.
He recovers through the test ofpain.
Trains himself through hardship.
And finally runs past every runner in his dream competition.
What stayed with him through all of this, is the pair of running shoes his father gifted him.
Sohil: Edible lingerie. Just pictures, demo videos, pokes, likes and shares all within the (Facebook) walls!
Ramu: Sponsored Ad on Facebook:
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