This was one commercial that i would love seeing again and again...The product was Tata's Indica four wheeler and the commercial was entertaining and informative in the most subtle way.
From concept to performance to execution...all of it was on target. (see video on blog: Tata India-Must be true)
The concept had an male executive(see pic above) blowing his trumpet at various places like a lounge, a mall, at an interview, at a bar, etc. However everytime he says something that's exaggerated at unbelievable- a punch lands on his face thus signifying that he is lying!
The background effect and actors expression adds to the experience!
However at the end of the ad the same executive is shown listing out the attributes of the Tata Indica and although the attributes of the car seem too good to be true..this time there is no punch that lands on him signalling that he is speaking the Truth!
After the pack shots we see the same executive standing beside an Indica and admitting- "Must be true".
The beauty in the ad is not just its concept and execution but also the minor nuances that have been looked into. Like after establishing the character of the guy in the ad we have moments where he is simply thinking at an airport and is landed with a punch- that i thought was amazing besides there are points where you could relate to the character when you see him falsely counting the reps in the gym when the instructor is not around, again here, he is landed with the punch!!
The ad has recall value and entertainment value and most importantly it says clearly what it means to say.
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