commercial

Share Your Gifts, And Be Creative, Says Apple

November 22, 2018 Design

With the festival season just around the corner, it’s the time of the year to ‘Share Your Gifts’ with loved ones, and you could be forgiven for considering this as just another headline for a TV commercial. This is a stupendous effort and the newest holiday spot with all the warmth & love from Apple’s creative depository, helmed by an animation studio called Buck along with the agency, TBWA\Media Arts Lab. It’s also interesting because the title song “Come out and play” was written by Los Angeles singer/songwriter Billie Eilish, a 16-year-old prodigy who, according to Wikipedia, has been writing songs on her Mac since she was 11!

Share Your Gifts - AppleIt’s an account through the eyes of a lonesome lass with a secret penchant for creativity and her companion dog as the only one who knows & values her innate talent and who eventually albeit creatively, of course, forces her to come out of her hiding. In all this, I was astonished to see how Apple has taken fancy to Pixar-inspired storytelling for the first time! The past commercials from Apple have resorted to numerous graphical treatments in making visually stylised product campaigns though animation not being a prominent theme on that list so far. While the tagline ‘Share Your Gifts’ is a beautiful wordplay for acknowledging not just the sentiment of giving in the festive season but also for energising & sharing creative material using the power of Apple’s great products. A company that has always championed the cause of the creative arts community worldwide yet again communicating its unequivocal stand with this fabulous ad, and dare I say, the folks at Pixar would be so pleased to see their artistic journey as an inspiration for the design of this spot. Also, there’s a moral for everyone that creativity is yearning to come to life only if you could use your artful imagination, so go ahead, surprise yourself and your peers. “Don’t hide” and dream on!

[perfectpullquote align=”right” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]You see a piece of paper
Could be a little greater
Show me what you could make her
You’ll never know until you try it
You don’t have to keep it quiet[/perfectpullquote]

Happy Holidays, dear folks!

Coke Ad Celebrating The Diwali Season

November 4, 2018 General
Coke - Diwali Diya

There are instances of TV commercials which have endured the test of time. Some have been influential through a combination of visual appeal and a haunting melody (jingles) & yet there are some ads that have forever changed our perception of products and are considered iconic today. But there’s one commercial made by Coke for Canada which has appealed to my creative tastes ever since I first saw it around 2015-16, and I’m certain it will also resonate with individuals who have chosen to settle elsewhere and miss their loved ones during the festive season.

It’s never futile to embark in decoding the diverse cultures of India, to discover its colourful and vibrant celebratory traditions which are out in full glory during the festivities. The most vivacious of them is Diwali, or famously called the ‘festival of lights’ which starts from today. It’s when neighbourhoods across the subcontinent will light ‘diyas‘ (an earthen lamp), dangle radiant lanterns outside their homes and honour the tradition by lighting crackers; often loud but never lacking in its radiance, and of course, partake homemade sweets and other delicious delicacies. It’s the occasion for bonding with loved ones, the likes of whom have been lost to time, and some to the unfortunate rift as they settle in far-away places for a better future.

This Coke Diwali ad featured on the Facebook page of Coca-Cola Canada with the caption “What Makes Diwali in Canada a #HappyDiwali?” capturing the emotional longing of countless people during Diwali and the role Coke plays in bringing lost souls together. The realism in the messaging imagined through a long-distance call in recounting the sentiments of love perfectly drive home the point. Its reproduction in Hindi and Punjabi languages further adds to its mass appeal and the music makes it particularly surrealistic, sincere, and subliminal. On that wonderful note, I want to wish you all a prosperous and a cheerful Happy Diwali. Have loads of fun!