How a Music Company Made Some of the Year’s Best Sports Ads | Adweek

How a Music Company Made Some of the Year’s Best Sports Ads | Adweek.


The kidult generation

Who are kids? Nobody who is 8-12 years old considers himself/herself a kid. Kids to them are less than five years old who have not yet started going to a proper school. Kids are those who watch Doraemon, Barbie and Chhota Bheem. Kids are those whose mothers help in homework. Kids are those who are still into board games, art & craft and soft toys and spend most of their time at home. The ones who go to tuitions on their own are adults. The ones who have a 9 AM – 6 PM day out like their dads and sometimes moms, are actually adults. The ones who like Shin Chan and Power Rangers are adults.

Those who were once considered the latchkey generation, today is the kidult generation. Kidult is not kiddie. Kidult is cool. Kidult is aspirational. Kidult is something what the adults do, done in a child like manner. The coding is very adult for everything they do – eat, wear and play with. They have Facebook accounts, they have ‘cooldude’ and ‘hotgal’ as email ids. They chat on the net. They understand logic. They are the Smiley SMS Gen as the only language they converse in is visual. They read visually and communicate in abbreviations. And  that is why they hate language (Marathi/Sanskrit/Hindi) as a subject but love Math, Geometry and Speech and Drama. Brevity is in their DNA. Short attention span is the key trait and subjects that demand objective and logical answers are nice. Long sentences are their bane. The power of expression of words is lost on them. Potter’s wand is finally mightier than the pen.

Mobile phones (read smartphones and tablets), MP3 (read iPods), Play Stations (read PS3 or Wii), Laptops are the kidult ‘gifts’ they demand and get from their parents. All these are expensive and adult like. Gone are the days when Pokemon cards and Tazzo collectibles were traded. Now GTAs, CS and Soccer games are the mobile apps they use and share. Or better still play against each other – not face to face but online in front of two PCs in the same room!

Certainly, they are growing older younger. And adopting the adult way of life much earlier. So the toy laptop morphs into a real one as soon as they start going to school. As they grow older, they quickly move away from animation to live action, from kids’ channels to GECs and from fairy tales to reality – all this while we still call them kids.

Then should we market to them in the same manner as we do with the adults? Certainly not. Avoiding long copy and providing visual text apart, within this age cohort are smaller homogeneous behavioural sub segments.

Copy, Create and Conform are the three key cognitive behaviours across this age cohort. The youngest age of formal school goers viz 7-9 years is prone to copying role models. Hence Hannah Montana, Power Rangers and Michael Jackson define what they like and do.  The next segment of 10-12 years old are the most creative. As indeed was Harry Potter when he entered Hogwarts or Mowgli when he was sent to the man village. Brands can get them to co-create new concepts and start an indelible connection and engagement with them by creating a unique experience for them. The last cohort of 13-15 years is the one that chooses to conform to what the cohort as a whole does. They dress alike, behave alike and sometimes even look alike. Their parents become less and less influential and peers become more and more important. As is evident with Harry Potter when he formed Dumbledore’s Army, a secret study group, to teach his classmates the higher-level skills of Defence Against the Dark Arts that he had learnt.

Brands must understand whom they are targeting when they say kids. And for starters, they should stop addressing them as kids. As they are kidults having fun with their own versions of kidultery across various ages.

via Pitch — The kidult generation.


BBDO Proximity China extend “The People’s Car Project” making one girl’s hover car idea a reality – Campaign Brief Asia

BBDO Proximity China has released a new viral film in their “The People’s Car Project” campaign for Volkswagen.

The campaign makes the ideas of competition winners a “reality”. Firstly, Volkswagen gathers ideas from the people of China to help innovate future cars. They took one girl’s idea for a hover car and made it into reality.


via BBDO Proximity China extend “The People’s Car Project” making one girl’s hover car idea a reality – Campaign Brief Asia.


TOI Kerala’s new campaign portrays God’s own traffic jam on Videos – Campaign India

The Times of India Kerala edition has rolled out a new TVC to complete its launch campaign. The TVC, created by JWT India, depicts a satirical celebration of the competitive spirit of Malayalees.

The TVC shows a typical day in the life of Kerala albeit from a TOI perspective. Opening on the T junction of Kerala’s backwaters, the film highlights the verve of competition. You behold roosters, fishermen, Kalari martial art warriors, footballers, Kathakali dancers, Pulikali (tiger painted dancers); each fighting with its counterpart. We see boats colliding, fishermen tossing their nets while sitting on the edge of the boats, thereby adding to the chaos building up. In no time there is a traffic jam caused by the boats on the backwaters and people use this stuck boats as makeshift bridge to cross over. Amidst all the action, a policeman enters on another boat to escalate the traffic situation and the film ends with the sun setting on the backwaters.

Commenting on the brief for this campaign, Senthil Kumar, national creative director, JWT India, said, “Post the ‘God’s Own Delivery Boys’ launch campaign in February and the Times Kerala festival of music videos with Kerala’s popular musicians, dancers and the malayalam rock band Avial singing Suprabtham Keralam; it was time to take the campaign forward and create a film that captures the current state of Kerala and bring alive the competitive spirit of the modern malayalee. Also it was imperative to create a film that signs of with ‘a day in the life of Kerala’ like what we did with Naaka Mukka for Chennai.”

Unplugged moments:
Kumar shared anecdotes from the shoot which was wound up within two days. He said, “We literally lived on a houseboat and travelled the backwaters with the camera crew shooting most of the stuff in a very newsreel documentary style production. We did spot a few natural traffic jams happening on the backwaters. Nowhere else in the world will you spot a traffic jam on a river so often, like in the winding backwaters of Kerala. So just like any good newspaper should, we ended up capturing fresh real life stories that would make the Next days headlines.”

He added that the same team that worked on this campaign had created the ‘naaka mukka’ film for TOI that won India’s first and second Gold Lions in Film & Film Craft at Cannes Lions Festival in 2009.

Kumar also shared how they finalised the background score for the film. He said, “We tried three different music tracks but we were not happy until we encountered Kerala’s own folk rockstar – Kalabhavan Mani, a genius who is responsible for the revival of the ancient Naadam Paatu folk singing tradition of Kerala. The lyrics in malayalam captured the competitive spirit of the malayalee in a fresh and musical form. We played the track to a few Malayalees and sure enough, we got a dancing ovation.”

Client: Times of India
Agency: JWT India
Chief creative officer: Bobby Pawar
Writer, creative director: Senthil Kumar
Director : Shashanka Chaturvedi [ Bob ]
Director of photography: Jason West, John Jacob Payapalli
Production house:  Good Morning Films

via TOI Kerala’s new campaign portrays God’s own traffic jam on Videos – Advertising – The Work – Campaign India.


Trident Fun Audit | The Inspiration Room

Kraft is running the Trident Fun Audit site, online at, a Facebook Connect experience design to help people answer the question, “How much fun are you having?” The site dives into a visitor’s Facebook profile in unprecedented detail, recognizing hundreds of key words and serving up one of hundreds of relevant quotes. The Fun Audit searches your pokes, check-ins, friends, LOLs, comments, photo albums and more to give users an experience unlike any they’ve ever had, all to point to Trident Gum as a source of ongoing fun.


The Trident Fun Audit was developed at Saatchi & Saatchi New York by executive creative director Brian Carley, creative director/art director Subodh Samudre, creative director/copywriter David Ekholm, copywriter Sam Saunders, senior integrated producer Karen McKibben, account supervisor Matt Garcia, account executive Bianca Hertel.

Filming was shot by director Jason Zada via Tool of North America with executive producers Brian Latt, Oliver Fuselier, and Dustin Callif, head of production Joy Kuraitis, interactive director Jason Nickel.

Editor was Dan Maloney at Cut + Run with executive producer Rana Martin, assistant editors David Beerman (LA) and Ben Jones (NY).

Sound was designed at Lime Studios by mixer Rohan Young. Music was by Duotone Audio Group.

via Trident Fun Audit | The Inspiration Room.


Twinings Gets You Back To You | The Inspiration Room

Twinings, the British tea brand, is encouraging women to rediscover themselves with “Gets You Back To You”, an animated commercial set to a cover of The Calling track, “Wherever You Will Go”. The commercial, featuring a woman crossing a sea to find herself, is designed to portray the hectic lives women lead. The Twinings site follows through with an invitation to take just ten minutes out each day with a cup of tea, relaxing, recharging and refreshing.


The Get Back To You campaign was developed at AMV BBDO, London, by executive creative director Paul Brazier, copywriter Diane Leaver, art director Simon Rice, agency planners Bridget Angear and Michael Lee working with Zenith Optimedia media planner Lucy Affleck.

Animation was produced at Psyop, via Smuggler, by creative director Kylie Matulick, executive producer Neysa Horsburgh, producers Mark Knockles, Jenn Dewey, Amanda Miller, Hillary Thomas, associate producers Minh Ly, Anu Nagaraj, 3D lead Kyle Cassidy, animation lead Dan Vislocky, compositing leads Danny Koenig, Julie Lenoble, compositor Cris Kong, storyboard artists Vinny Dellay, Josh Weisenfeld, storyboard colorist Danelle Davenport, editor Brett Nicolletti, lead designer Paul Kim, additional designers Andrew Park, Georgia Tribuiani, Kenesha Sneed, modeling and texturing team Rie Ito, Ibtisam Ahmed, rigging artist Sean Kealey, pre-vis animators Blake Guest, Dan Vislocky, animators Dan Vislocky, Minor Gaytan, Chris Meek, Jacob Frey, Sashdy Arvelo, Yvain Gnabro, Todd Akita, 3D artists Katie Yoon, David Chontos, David Barosin, Barry Kreigshauer, Hao Cui, Roman Kaelin, Eric Rosenthal, Andreas Berner, rotoscope artist Stephen Holbrook, water and particle effects team Kiel Gnebba, Wayne Hollingworth, Brian Alvarez, cloth effects artist Victor Garza, 3D animation team Song Kim, Dylan Spears, Melvina Wong and Kendra Ryan.

Audio post production was done at Grand Central and Soundtree, London.

Digital design was by Grand Union.

PR was handled by Freud Communications.

via Twinings Gets You Back To You | The Inspiration Room.


Airtel introduces ‘Airtel Money’ on Videos – Advertising – The Work – Campaign India

Airtel has launched a new service called ‘Airtel Money’ that allows subscribers to send and receive money from their mobile phone. The ad campaign, created by JWT India, to announce the service broke on 1 March 2012.

According to an Airtel spokesperson, “The campaign is built on the insight that money sent or received on time is what makes it precious. This thought is captured in the tag line ‘Baat sirf paison ki nahin hai’. There will be a launch TVC to establish this thought and it will be followed by a series of TVCs which showcase how Airtel money can be used in different situations, transcending limitations of time, money and location.”

The TVC features youngsters in different situations who benefit from the service, not just because of the convenience of “instant money”, but also because of the happiness and satisfaction of their desire being fulfilled – such as for booking tickets for a rock show at the last minute, sending the first salary back home to the parents, receiving money from the parents for an impulse buy. The ad ends with the line, “Baat sirf paison ki nahin hai”(roughly translating to “It’s about more than the money”).


Client: Airtel

Agency: JWT India

Creative team: Swati Bhattacharya, Sachin Das Burma

Servicing team: Nutan Sooda, Arunima Yadav

Planning: Atika Malik, Sumeer Mathur

Production house: Electric Dreams Film Company

Director: Oni Sen

via Airtel introduces 'Airtel Money' on Videos – Advertising – The Work – Campaign India.


Sharp idea for WMF Knives – Campaign Brief Asia

McCann Worldgroup Bangkok introduce WMF knives to the younger more tech-savy audience in Thailand.

via Sharp idea for WMF Knives – Campaign Brief Asia.


Jaguar unveils global ‘alive’ strategy – Brand Republic News

Jaguar has kicked off a global marketing campaign to relaunch itself as a brand that makes drivers feel “alive”.

The campaign, by agency Spark44, part-owned by Jaguar Land Rover, introduces the luxury marque’s “alive” brand positioning, which targets “contemporary and open-minded, sophisticated and daring” consumers.

The campaign’s “machines” TV ad has already rolled out in a number of markets. It explains the development of technology and has a voiceover that warns of machines that want to “replace” people.

It then claims “there is one machine which makes us greater…which is alive as we are”, before cutting to a shot of a Jaguar.

The ad ends with the brand’s new strapline, “How alive are you?”.

The brand-led TV ad is supported by product-led print and online activity. The campaign is set to roll out in the UK next month, with more local tactical activity.

It marks the biggest change to Jaguar’s marketing since its acquisition by Tata Motors for $2.3bn in 2008.

Global communications director Ian Armstrong, who joined this year from Honda, said the campaign aimed to awaken “a sleeping giant”.

He said: “Everyone is aware of Jaguar, but [this campaign will] attract some of that excitement and get away from a more mechanical approach.

“The TV spot focuses on that visceral moment when you press the ignition and the engine roars. We need to articulate what it is the brand stands for.”

A new visual identity for Jaguar will also be unveiled at the Geneva Motor Show next month.

This article was first published on

via Jaguar unveils global ‘alive’ strategy – Brand Republic News.


Pepsi launches its first mega campaign on football in India, featuring Ranbir Kapoor

After celebrating the new, unorthodox and immensely popular face of modern cricket with its path-breaking campaign, Change The Game; Pepsi has announced its association with another popular sport football in India. Known for its commitment to youth passions like cricket, movies and music, Pepsi is launching its first football campaign in the country.

The campaign kick-starts with a football themed ad film featuring youth icon and avid footballer, Ranbir Kapoor and will be followed by a series of initiatives over the year. Irreverent and youthful, the film brings alive the fun associated with football in true Pepsi style. The campaign will be supported by a 360-degree approach including outdoor, consumer engagement and social media programmes.

Deepika Warrier, executive director – marketing at PepsiCo Beverages, India said, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a true youth soul-mate, Pepsi is proud to be associated with the sport”.

“With an exciting line-up of cricketing events including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year ahead”, she added.

The TVC brings alive Pepsi’s youthful irreverence, where a young football enthusiast gives a fittingly cheeky reply to Ranbir, who questions his passion for football. The TVC ends with a delightful take of Ranbir displaying his football skills, with hilarious results.

Speaking about the campaign, Ranbir Kapoor said, “Football is life for me and if not an actor I would have loved to be a footballer. It teaches one team work, determination and discipline apart from being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign.”

Homi Battiwalla, Category Director – Colas, Hydration & Mango Based Beverages, PepsiCo India said, “Our new Pepsi Football campaign takes forward the philosophy of Change the Game with a refreshing twist. The campaign promises to excite and engage not only the existing passionate football fans but the entire nation”.

“Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our TG. The new campaign retains the original irreverent and fun Pepsi style along with the new football energy and excitement”, added, Saurabh Saksena, Executive Business Director – JWT India.

For more fun and excitement, log on to Facebook – or follow @PepsiCTG on Twitter.

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