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(2 votes, average: 4.00 out of 5)
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This is one ad that is sure to warm the cockles of your heart. It is an ad that is clever with a first-class idea that sponsors not just a product, but markets the whole health insurance industry. It is directed and executed brilliantly with a creative sense.
The ad we are discussing here is the one for the Max Bhupa Health Insurance. The ad starts with a little boy collecting alarm clocks from people. He borrows one from his neighbor, moving to, borrowing a bag-full from his classmates, in school, in exchange for candies. He also collects all the clocks in his house, including a cuckoo clock which cocks ill-timely and noisily when he is getting it down, thus jolting the kid. The next scene shows the parents asleep and an alarm starts ringing. The father puts it off, but numerous other alarms start ringing simultaneously in the room thus alarming them. The boy stands at the doorway, dressed in his tracks, holding his father’s running shoes in his hands. The ad ends with the father happily chasing the son outside. The screen reads, along with a voiceover – “Wake Up. It is time to put your health first. Introducing Max Bupa Health Insurance, what comes first in health insurance, is health.”
The ad communicates effectively, everything it wants to communicate in 45 seconds and does so very aptly. The little boy is charming and delivers brilliant performance in the commercial. The father is also very fitting for the role and the father-son resemblance is quite remarkable. Hence the actors chosen couldn’t be more apt. There is no dialogue in the entire ad and neither does have any jingle. This is what makes the ad so amicable. There is only the background music of a santoor, which is very subtle and sounds soothing. The last scene, where the boy holds the father’s shoes at the doorway, is very appealing. The little boy holding the large-sized shoes warms your heart. The ad is executed with a lot of aesthetic sense, giving importance to details.
In the media industry, it is believed that, there are two things that always sell, kids and animals. The ad uses this theory very well. The child is definitely a charmer and must have won many hearts. The company thus achieves an audience and a prospective customer. The concept of the whole ad is simple, yet something that touches you and warms you and at the same time and is also very impactful.
In the words of the Sanjay Sipahimalani, Executive Creative Director of Bates 141 India (the advertising company), who is responsible for designing and executing the ad -
Quote –
“As Max Bupa is a health insurance company, we wanted to create a wake-up call for people to take care of their health. And because people stay healthy not just for themselves but for their families too, we came up with the idea of a young boy getting his father to wake up and exercise with him through the device of an alarm clock — in this case, many alarm clocks! This approach rang a bell with consumers.”
As one comment on YouTube put it: It is positive and full of life compared to those scary (insurance) ads we usually see.
This ad definitely changes the whole model of advertising of insurance products.
Ramya
(2 votes, average: 4.00 out of 5) Loading ...