The Good Ad,Bad Ad

The Good AD

This is a ad of Toyota, probably!
 
We  see a beautiful, leggy girl bending down beneath a bonnet of a car in a sugarcane field....probably her car is broken....we also see it is a TOYOTA car.
 
You see another car approaching her and seeing that she needs a help the car has slowed down...the car has two occupants a middle aged one (father) driving the car and a younger one (son) sitting next to him...as he was nearing the troubled car, suddenly the car accelerates and sped away crossing the troubled car...the son asks the father, "but why"...father answers," It's a trap! Have you seen a broken down TOYOTA?"...
 
...as the car passes down the troubled car the beautiful lady takes out the mask and we see an ugly looking scoundrel looking at the passing car...
 
I liked this ad as it talks great about a dependable car…that is hard to be found broken…a confidence that people have in the Toyota car....
 
The Bad Ad
As a bad ad I would like to take example of an ad having a  social message that is being broadcast on Big 92.7 FM radio station (Mumbai channel)…. It is called Garv Mumbaise
The message goes like this:
Mumbai, mahanagari…sitaronki nagari…apani nagari…mumbai kiski…apani…
Ravi Shastri kiska ?...Apana….Sachin Tendulkar kiska ? …Apana….aur voh tumhara Amitabh ?….tees saal se apana…..
Have you noticed the words, “Voh tumhara”?....Probably you may also be guessing same as me …..you notice that   when you hear the ad the word “tumhara”…”your” creates distance, difference and denotes not belonging to the same group
How can a bad ad be made a good ad
The message is meant to diffuse a communal, sectarian feelings …Maharashtrians,North Indians etc….that are generated by politicians and largely being spread in this  city by media….. the intent is good….
however, ...well the words has always pinched me…I wrote to  the station…many might have written…they dropped that word “tumhara”…
But still “aur voh Amitabh”…..I believe even the word  ‘voh’ shows some degree of difference/dissimilarity  and if that word “voh” is removed the ad message can be effective one……