Tuesday 9 February 2016

A Big Bear Hug to Nivea! : Blog #262

A Big Bear Hug to Nivea!

If you haven’t seen the new Nivea deo Advertisement, watch you must. I cannot even begin to tell you how happy it made me to see this refreshingly new and different Ad. I have always loved advertising. All you get is a handful of seconds. In that, one need to convey a story or a message AND make someone buy your product or at least make them think about the product. The sheer joy of creative challenge! In many ways, Indian advertisements are rich in content and portrayal. The abundance in content might owe to our varied cultural ethos – the advantage of having many little Indias within India. The portrayal or the visual nuances should have evolved over time.


One product space where there was an acute lack of creative talent on display was the deodorants. All that our prolific Ad agencies could come up with were a bottle of gas, a few naked women and these bare chested men drawing those women to them like moth to fire just because they have used the deodorant. The very same concept repeats only change being in the surroundings. Oh yes, one product did try with a horse and then molecules and awesomeness et al. Frankly, I missed the point. I couldn’t GET that Ad at all.

            And comes, our dear dearest Nivea. Just when I was about to press ‘Skip Ad’, Nivea takes me right to the beginning of mankind. I wondered why and was curious! It goes on to say Eve snubbed Adam with a hand wave because of body odour. Then it talks about Maharajas and the handshake, long lost friends and the high-fives and fist pumps etc. The Ad implores the audience to #Banbodyodour and get back to the endearing and sincere bear hugs.

            It delights me to see so many little things woven in to a minute worth of time. They have touched up on how human interactions have evolved (of course on a lighter vein), what we can do to make them more intimate and why we should use their product. Thank you Nivea for liberating us from the oft repeated monotony of humans hurling at each other among smoke just because of some scent! Thank you Nivea for giving some sense of meaning and soul to the story line. A big bear hug to your team!


Arun Babu

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