Intuit QuickBook

Intuit’s QuickBook has our attention. The reason is legit. The 30-second ad titled ‘Credits Where Credit’s Due’ by New York-based TBWA\Chiat\Day shines a light on the unsung heroes of Hollywood, the film crew and support staff who are responsible for its glamour and glitz. But unlike movie stars and film directors they never get their share of the spotlight.

The ad spot aims to change that. It starts with credits rolling with a booming voice in the background talking about them.

As names roll up, a few are highlighted, accompanied by a video of them at their respective jobs. They include a set decoration assistant, a digital imaging artist, a VFX professional and a wardrobe assistant, among others. It ends with the statement ‘The movie industry’s largest workforce works for themselves.  We work for them. QuickBooks. Backing you.’

With the heavily criticised decision of Academy of Motion Picture Arts and Sciences to not air four categories -editing, cinematography, live action and make-up and hair – (in early February) the timing of the QuickBooks’ TVC couldn’t have been better. (The decision was thankfully scrapped). The campaign recognises the work of the talented crew, the self-employed and small business owners who make 85 per cent of the production unit of a movie. In fact, Intuit has worked with the business units from the Oscar-nominated movie ‘A Star is Born’ as part of this campaign. This is noteworthy and inspiring. It’s important to recognise and respect these professionals who toil for endless hours to bring alive the magic in every movie. And, Intuit’s QuickBooks does that efficiently without being preachy.

This commercial, in fact, is a dramatic shift from the brand’s previous successful commercials, both in terms of the treatment and approach. The earlier ones used humour with the famous comic actor Danny DeVito to convey that QuickBooks was there to take care of your financials.

Snickers Almonds

Mars Wrigley Confectionery India rolled out two new TVCs for the new Snickers Almond variant with a new tagline ‘No Bhook No Bhoolna.’ Created by BBDO India, in the first ad we see people at a gym capturing (on their smartphones) the plight of a man running on a malfunctioning treadmill and screaming for help. When that doesn’t work he asks them if they are hungry as he believes ‘when people are hungry, they forget how to behave’ and offers them a Snickers Almond. This is followed by the tagline (mentioned above).

The other TVC is set in the backdrop of a TV news show debate where angry politicians are seen throwing shoes at one another. As one of them bends down to remove his shoe a chaiwallah appears, asking if he is starved. Astonished, the politician replies in affirmation but wonders out aloud how he knew. Stating the same dialogue (‘when people……. behave’) the latter hands him the filled chocolate bar.

The tagline (‘No Bhook. No Bhoolna’) takes a spin on the brand’s global proposition of ‘You Are Not You When You’re Hungry.’ Targeting the millennial audience, it reflects on how hunger causes irresponsible and irrational behaviour. The TVCs smartly blend the benefits of almonds (being brain food) and responsible behaviour/attitude, with a touch of comedy. It plays on the common ‘hangry’ emotion (a newly coined adjective that describes being irritable due to hunger) in the ad with the politicians. This is an element which the brand has played around with in the past (read the TVC featuring cricketer Mahendra Singh Dhoni in a drama king avatar).  The messaging of ‘No Bhook, No Bhoolna’ is witty and tongue-in-cheek.

UberAuto

An auto ride for 25 rupees in Chennai without haggling, is a dream for a commuter. And, Uber wants to fulfil it for Chennaites through its UberAuto service (launched last year). That’s the messaging of its latest 30-second ad titled ‘No Haggling, No Hassles’ created by Ogilvy Bangalore.

The TVC starts at a court hearing where the judge calls a witness named Selvam to the stand but the latter hasn’t turned up. The scene quickly switches from the court to a policeman radioing in, Selvam’s mother (drying spices), a politician (at a rally) and an artist (painting a wall), looking for him. Finally, Selvam is seen trying to find an auto which is causing the delay. This ad campaign although regional isn’t hard to follow and effectively captures the struggle of a daily passenger in Chennai with all the right elements of the city.

Backed by a tight script, Uber uses humour, drama and suspense in its communication, something the taxi aggregator firm attempts for the first time in India, making it fun to watch.