I don't even have to say anything beyond this.
But I couldn't help it. Yep, that's what resonates most with people. At the end of the day a soft chuckle while you read a billboard. A lump in your throat that connects with the story being told or for that matter even a teardrop in your eye that waits to trickle down while you feel the story tingling down your spine and connecting with your deeper emotions while you watch an Ad like this!
Yes, that's exactly the spot this latest Nescafe Ad did to me. I must have watched it at least 10 times. No kidding! I admit, each time I watched it I had those feelings all over again.
'Thank god for coffee...Isne Mujhe Lagaaye Rakha, Aur Aapko Jagaye Rakha!'
I mean it's not even about copy writing, it's more than that. The fact that Coffee as a product is such that most of their TG, the young enchanting, raring to go and always fighting with their own aspirations will easily relate to. But it's not just about the fact that it keeps you energetic or up while you achieve your dreams but as simple as a humorous take on the character's skills as a stand up comedian to admit and even laugh it out by saying that the coffee will help you stay awake even if you're bored waiting to listen to the joke finish. Such fine detailing in the story telling is always missed out when you produce such TVCs. A great script, amazing production value and great acting. A combination of 'great show don't tell,' even cliches are so witty and put in such great context, for example the buffering and laughter club references.
I really like the way they've used the audience laughter in points where his joke actually has a great punch and as the story he's trying to tell us within his stand up act and the end of the advertisement, how he raps his name smoothly blending into the character as they start the Nescafe music and how it makes you feel upbeat and beautifully overwhelmed that you hit the replay button on YouTube and watch it all over again.
Srinivas has been a communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at Social Kinnect: A Digital Marketing Agency in Mumbai. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with.