Debrief: Acer: Hrithik is baffled. So am I.

08 Nov,2012

By Anil Thakraney

 

Acer’s new TVC starring Hrithik Roshan is a bit confusing for me as a lay viewer. I am not exactly sure whom the ad is targeted at.

 

The commercial features a film set, the starry hunk is seen throwing a tantrum because he isn’t sure how a camera attached to an Acer laptop can be used to shoot an ad film. The director reassures him in typical filmi style that it can be done. The ad turns out nicely, the voice-over belts out a laundry list of features, and of course, all is well.

 

Hrithik, because he’s not an over-used celeb, brings in his own natural charm to the ad, so that’s fine. He makes the TVC worthy of one dekho. But aside from that, there are a few question marks. For one, Hrithik’s disbelief that a commercial can be filmed through a laptop generates huge expectations on what’s about to unfold. One expects to witness a tech marvel. But the ad turns out to be pretty run-of-the-mill, so nothing new out here.

 

Secondly, as an ordinary laptop buyer, I am left with the impression that Acer is meant for cinematographers and movie technicians, and therefore it’s out of my league. This creates dissonance in the head. In fact, the ad scares me away from the brand. If the idea is to communicate that if Acer is good enough for a complicated ad shoot, it’s good enough for me, then that doesn’t come through. Which means the smart-alec treatment isn’t working at all.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=cogFJKOHnSg[/youtube]

Rating: (On a scale of 1-5): 1.5. Too self-absorbed, risks alienating potential buyers

 

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