Debrief: SetWet: Quirky Cool

14 Mar,2013

By Anil Thakraney


The SetWet guys have released a quirky ad for their deodorant spray called SetWet Cool. Titled ‘Lovebirds’, a group of horny guys make bird sounds to attract the pretty ladies. Exactly like the birds do as their mating call. But our birds, oops, gals, don’t respond, though they seem to be enjoying all the attention. Then our hero arrives. The dude sprays SetWet on his hot bod, instead of making desperate bird calls, and naturally this trick works. He gets the chicks.


It’s a typical before/after format, the sort we see in every other ad. Also, male deos have to show girls swooning, that’s part of the established template, and SetWet hasn’t deviated from it. In other words, this is your usual formula advertising. However, because they have used bird calls as the creative tool, the ad looks fresh and entertaining. Tells you how a simple device can lift an otherwise ordinary creative. And the bird call will help the brand get a distinctive personality, which is crucial in this noisy category.


Still, one question remains: The models featured in the ad are all firangs. Wonder why this is the case. Surely Indians would connect better with fellow Indians. I can only hazard a guess. Perhaps the advertiser chickened out, fearing a backlash from desi feminists. However cool the idea might be, the situation does fall in the realm of eve teasing. And that is a very, very bad thingy in India these days.


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Rating: (On a scale of 1-5): 3. Smart creative device helps the ad stand out.


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