Hasta La Creative!

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Client : YPO, Calcutta Chapter
Producer/Director: Priyanka Rungta, supported by Arka Bhattacharyya, Navsoft
Creative Agency : 100 Watts Design Studio
Branding, Art Direction & Copy : Kritika Malhotra
Production House: Arko Sen

Received this beautiful commercial for HPCL today.

View on Vimeo.

Life doesn’t stop, no matter what happens. And if life doesn’t stop, then it means its always on a journey.

The new brand commercial from HP Engine Oils revolves around the same mind space with the theme Zindagi Nahin Rukti. The film has been shot at various parts of the country, bringing alive various modes of transport that enable a smooth journey of life.

The communication strategy was to bring out the contribution of HP Engine Oils in spreading the flavour of India and participating in individual journeys of happiness and sharing. The film is shot in seven amazing locations (Kulu Manali, Shekhawati in Rajasthan, Bhopal, Varanasi, Pune, Mangalore and Mumbai) in India to get the virgin expression out in a very short mind-boggling nine days.

The objective was to depict the brand idea with a larger than life thought and a touch of Indias core strength, which is togetherness and melting emotions through distances. We all connect to each other through our cultural fabric, the reason why we get to drink Darjeeling tea in Delhi, wear Kashmiri shawls in the South and drape Sholapuri bed sheets in UP.

This happiness is exchanged through the journey of life, and vehicles play a very important role in making it possible. So when life doesnt stop, then why should your vehicles? HP Engine Oils contribute in this togetherness with the journey of life because Zindagi Nahin Rukti

Client: HPCL, Lubes Div.
Agency: Leo Burnett, Mumbai
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Rupesh Kashyap
Copywriter: Rupesh Kashyap, Shreyas Jain
Vice President: Anup Vishwanathan
Account Director: Mahesh Balakrishnan
Film Head: Kevin Affonso
Production House: Opticus Inc.
Director: Sanjay Shetty
DOP: Ravi Varman

It’s one of those tough predicaments: your client wants to be the spokesperson for your new TV spots…well, his new spots. He’s the man driving the company-the brand-no matter how much time you’ve put into it.

A very charismatic and charming man, unfortunately he’s “got a face for radio,” standing 5′ 5″ tall with wispy hair that seems to start in his ears and wind it’s away around the back of his bald head. From the looks of it, the ears have never seen a trim. (Yummy…)

CEO's Melon

You weigh the options; he’s definitely not stupid, so the whole “we need a perfect fit for the brand persona” BS angle is dead. In his mind he’s part of the brand’s image, and he is to an extent, just not the TV extent. If you tell him that, the account won’t be in jeopardy, but the relationship will be strained. Then again, saying that he’s the perfect fit is a straight-out lie. Plus, you’ll pay for it in terms of reputation and credibility. Slinky’s will start showing up in your office…to remind you of your backbone. So, what to do?

If you are thinking correctly, you’ll head down to Media and see if they can dig up research on the effects of CEO’s in TV commercials. (That’s what I’d do.) They won’t have the information, but they’ll have an idea on where, and how, to get it. Remember to always love your media department…

In this case, they provide you an Ad Week poll done on LinkedIn. According to the  Ad Week article:

When a company uses the CEO in its advertising, do you find the message more credible, less credible, or does it make no difference? Overall, “makes no difference” won a plurality, with 49 percent of the vote. But “more credible” beat “less credible” by a wide margin, 36 percent to 14 percent.

The poll addresses other CEO characteristics such as age, company size, gender, etc, and is available on LinkedIn.
So, unless there’s another way out of it, it looks like your spots will revolve around the CEO. Yet, it could be worse…you could be working with kids and goats…

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.