A look at this week’s selection of Creative Picks – Future Generali India’s campaign focusing on mental health issues, Jos Alukkas’ empowering commercial featuring Trisha Krishnan and Hyundai’s quirky ad that saves a mum and dad from enduring a car ride with their angry kids. The ads Ritwika Gupta enjoyed this week…Read on:
Brand: Future Generali India
With an aim to initiate healthy conversations around mental health, Future Generali India Insurance Company, has released 3 ad films in a digital video series. As part of their #HealthInsideOut campaign, the ads focus on creating awareness about active mental health issues and show inanimate objects at the receiving end of the owner’s wrath, due to negative emotions which are possible signs of underlying mental illness. There’s an overworked pillow, a stressed-out stress ball and a scared vase. I think the concept is very interesting. I kind of got reminded of IKEA’s 2007 ‘Lamp’ ad directed by Spike Jonze which got us emotionally attached to a discarded lamp. And over the years, IKEA has saluted the daily heroics of inanimate, household objects.
Future Generali’s campaign, on the other hand, uses objects around us to communicate issues of mental health. It is fascinating to think how these objects are often witnesses to our rage, frustration, tears and behaviour in general. The ad is well-timed, given how the last one year has caused a range of mental health issues. This one’s definitely an innovative way to build awareness about the symptoms of mental illness and propel viewers to take their mental health seriously.
Campaign: #HealthInsideOut
Brand: Jos Alukkas
Jewellery brand, Jos Alukkas released a 2-minute ad film featuring South-Indian actress, Trisha Krishnan. In a world where women are often categorized as “unreasonable” for dreaming or having an ambition, this new ad encourages women to be go-getters. From Trisha (who’s now a superstar down south) being told that she cannot be a model to women being told what they should do and what they should not. The ad features stories of everyday women who keep shining bright, even when the world seems against them. The ad is about a jewellery brand but what I really like is that it focuses more on the customer than the product. It is nice to see Jos Alukkas finding ways to celebrate their major target consumers and the phrase “shine on” works wonderfully when associated with a jewellery brand. I think the film will resonate with a lot of women and encourage them to believe in themselves and their goals. This one’s empowering!
Campaign: Shine on, girl
Agency: Dentsu India
Brand: Hyundai
Hyundai has launched the latest campaign for the new Hyundai Santa Fe, bringing peace to family travel, created by its newly transformed creative agency, Innocean Australia. The ad sees two bickering siblings instantly transformed into little angels when they step into the new Santa Fe. We see them playing harps, singing Enya’s 80’s classic Orinocco Flow in perfect harmony and the world outside is populated by a motorcycle courier transformed into a gallant white horseman and random people who join the celestial choir. The ad is brilliant. The Santa Fe has long established itself as a favourite amongst Australian large SUV buyers – it’s a family SUV. The campaign positions the car as the perfect antidote to family chaos. It makes you believe that the Santa Fe provides the perfect environment that will make everyone comfortable, resolve family tension when on the road. The ad is unlike any other car ad. It is unexpected, quirky and totally enjoyable!
Campaign: Little Angels
Agency: Innocean Australia