Tuesday, June 05, 2007

Crafted for fantasy



My boss called me today to ask my honest feedback/opinion about this ad of Amul Macho. When I told him, I actually like it, it came as a shock to him. Well, the category in question is male underwear. I ask them what is harm in showing a woman's fantasy for male underwear? Don't we, the creative folks, in advertising speak about sexy, raunchy ads for women lingerie?

Moreover, 'Crafted for fantasies' is a brilliant strategic thought. It elevates Amul underwear to a different level. Is male underwear communication all about well-built-bare-bodied-hunks wearing a red brief standing with their groin' bulged? I say what harm in turning it around and making women feel nice about their man's machine? ha!

7 comments:

Reshma Anand said...

Some days back I was chatting with another blogger on this, and we were wondering why nobody has blogged about this yet and here you are...

I must say I like the ad too - the jingle is sticky, the ad has a good recall including that of the brand, it communicates the proposition clearly, its also funny.

Ofcourse there is the whole argument about vulgarity, though are we sure that by being 'hush' about such issues - we protect morality? There is a thin line of judgement between being open about such issues and being unabshedly vulgar and I guess which side of that line one would place such an ad is relative

pooR_Planner said...

I didn't find anything vulgar in this ad. The fact that the client and the creative agency were bold enough to project a simple truth in a brilliant manner has taken everybody by surprise.

Aparna said...

I loved the Ad too. thought it was definitely a cut above the rest in its category. And the woman's expresions are commendable. It most certainly managed to grab attention whichever way! and roop, i was wondering how come you didn't blog about it earlier.

Manoj said...

haha...i love the ad. I agree that underwear ads need to elevated to some relevant fresh ideas. this does it. funny yet meaningful.

Anonymous said...

I think this Amul macho ad is really cheap.... the television these days is being viewed by ppl belonging to all age groups.. young children are also going to watch these ads, imagine if tomorrow a child goes out in public singing "yeh to bada toing hai" how embarrassin will it be for his parents or any elder person, to hear this from a young innocent child.........this ad's concept may be different and new, but do you think that it can b viewed by one and all. it's not a serial which has a target audience, it's an ad which is for the masses then how could u not look at the effect it will have on young children and teenagers?

pooR_Planner said...

Dear Anonymous,
By your same logic, I presume you will never take your kids to visit the Khajuraho Temple or the Mahalingam temple since it has some of the best example of sculptures that shows group sex or orgy? Innocent child they are, isn't it? I think it's high time that we give up this pseudo concept of moral policing. Let the kids decide what's good for them, but give them a value system which allows them to decide on their own. Creativity is a way of expression. And there is nothing called good or bad in it. Just the way you interpret it. Objective of Amul Macho was to create awareness exploring the best usage of the medium. And they have done an excellent job. Also by your same logic, if you allow your kids to watch adult channel, probably they might pick up the tune. And nothing wrong in that, coz you as a parent have given them access to it. I can go on and on but I hope you have understood by now, the commercial has a purpose to achieve which they have done brilliantly. Amen.

pooR_Planner said...

Hey, by the way, try stopping your kids from singing any of the hot bollywood item numbers that they watch on TV. Isn't that embarrassing too? Give me a break man. Just because it's an advertisement for underwear, all these hue and cry. When bollywood diva's with their gyrating hips and bulging tits dance around mango trees, you have no problem of devouring it on MTV and also allow your kids from humming it. Huh???