Debrief: Centuryply: Beastly tale!

11 Sep,2012

By Anil Thakraney


The makers of Centuryply have decided that boring is pointless in the plywood category. It’s time for some fun. And to do the honours, they have hired the services of… not a celebrity… a gorilla!


The TVC features a man being chased all over his house by a very angry gorilla. The chap finally hides inside a cupboard, and the frustrated gorilla isn’t able to smash it. We soon discover the beast is actually his wifey, who’s livid that the cad has forgotten all about their marriage anniversary.


Well, I am all for some wild action in this low-involvement product category. We usually leave the choice of the plywood to the carpenter, and a disruptive ad is needed to break the end-consumer apathy. Also, even if the Centuryply guys don’t admit to it, Greenply’s zany ads must have inspired them. The latter has shown the way for the rest.


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However, the problem with this execution is that the gorilla, while it demonstrates physical toughness, takes away from the anti-termite narrative. While this does get mentioned in the voice-over, all the sound and fury in the TVC drowns it out. I think for plywood, threat of termites is an important story. And since Greenply hasn’t taken this positioning overtly, Centuryply could have made it their own, albeit without diluting the madness.


So while the intent is correct, the positioning needs to get more focused.


Rating: (On a scale of 1 to 5): 2.5. Entertaining, but needs strategic direction.


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