(m)Ad World

Television advertisements have always been great conversation openers. Talking about the latest quirky ad about the latest what-have-you is something I always enjoy. But of late, I can’t really decide if I want to sit through advertisements, or renounce the idiot box forever.

It all started when I caught the ad for an energy drink. It has all the makings of a for-kids ad, with children running around, playing and having fun. Ok, all’s good. And then came the catch phrase of the ad-hold your breath-Ipang Upang Japang. Forgive me for wrong spelling. Actually, forgive the spelling itself! When an energy drink that wants to make you “sharper” retorts to advertising itself very eloquently by saying Ipang Upang Japang, you KNOW something is wrong. What I can’t figure out is, how on earth did that idea get okay-ed by the ad agency?! Imagine a bunch of ad men in a board room, complete with ties and suits and all.

(m)ad man: I’ve thought of a campaign for our brand which I think will SURELY strike a chord with the children. It is exactly what our product is about. The feel, the sound and the meaning have been thoroughly researched. I’m confident it will be a hit with the children.
Mad boss: Ok, go on. 
(m)ad man: After months of research, my team and I have come up with “Ipang Upang Japang”
Mad boss: …

Now unless those three words have some significant meaning(boy, it better be good) in some unknown African language(zulu, anyone?), the ad is quite obviously utter nonsense. What worries me most is, is this what the children of today want? Catchy rubbish? Even worse, is this what the adults of today THINK children want?

Fine, maybe we should leave the 8 year old kids alone. What about that new orange drink?The one with Genelia over acting as usual? “[insert name of brand] ka signal loud, bunking is allowed!” This ad quite frankly disgusts me. Not only does this advocate bunking(I’m sorry, but just because Genelia says it, doesn’t make it ALLOWED), it also makes it sound like bunking is something everyone should do. Holding a cola drink, bunking college and running on the beach is portrayed as the perfect, cool existence. 

The worse punch line of all ads, however goes to Chocoleibe. I’m not even going to bother covering up the brand name. The story: A very brave Inspector Lobo is trying to get chocolate off his teeth at the selection parade, much to his embarrassment. The solution: Don’t atko. Alpenlibe gatko. This advertisement really, really made me want to really, really throw up. It’s almost like the makers of the ad have gone- sorry guys, we’re out of words here. So we’re making up “atko” and “gatko”, okay? You’d better appreciate it. Better still, go buy our chocolate!

Then of course, comes everybody’s (and mine, I have to admit) favourite: Zoozoo. Those cute little creatures which don’t speak, but make screechy, annoying sounds. The fact that zoozoo is the rage at the moment is testimony for the fact that either the Ad men or TV viewing public today have left their brains at home, somewhere under the bed, along with the mould and dust bunnies. 

Sigh. Of course, there are some good ads too. Some of my favourite include those mint ads where the college student walks in backwards late to class so the professor thinks he’s walking out and sends him inside, the Virgin “Think Hatke” ads, the Sprite ad, and of course- Appy and Grappo Fizz. Most of these ads are cute or funny or cute AND funny, without compromising on words, or a sane thought process. 

Now that I’ve sounded off(phew), I’ll probably go back to the tv now. Ipang Upang Japang, everybody!