Debrief: The one-upmanship trick

22 Dec,2011

By Anil Thakraney

 

It’s raining smart phones in the market. And they need smart ads to get noticed. Well, Samsung has found a Smart Alec way to achieve that for its new brand, Galaxy Y.

 

The phone, as you can imagine, is targetted at the tech-savvy youth. And the core idea is that the smart phone helps the kids ‘fix’ their seniors/elders. In one ad, a suit stops his luxury car and asks some youngsters for directions to a place. But he makes the fatal mistake of addressing them as ‘kids’, and this energizes one of the spunky girls to show some attitude with her hot new phone. As she challenges the ‘uncle’ with: Aapke paas nahin hai kya? Similarly in the other ad, an angsty boss gets put in his place by a junior who plays around with his funky Galaxy.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=DXTlU2kLjyg[/youtube]
[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=SMUSdYSa3Qs[/youtube]

Not a bad idea. The challenge ‘Aapke paas nahin hai kya?’ makes the owner of the phone feel superior, and this trick should appeal to kids who are forever looking to outwit their seniors, to go one-up on them. In that sense the insight is relevant and the idea campaignable. Should work.

 

However, where the commercials falter a bit is in the execution. The treatment lacks finesse, it looks sophomoric. And the humour could have been stronger, they need wittier situations. Nothing that can’t be fixed.

 

Rating: (On a scale of 1 to 5): 2.5. Good thought, but needs stylish play.

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