Debrief: Aircel: Charming. But is it original?

04 Jun,2013

By Anil Thakraney


Sweet Aircel commercial. Very endearingly directed. For the first time I have liked Dhoni in a commercial, he looks happy being in it. The Indian cricket captain usually looks maha bored in the ads, as bored as he looks at the pressers these days, as he turns into a mannequin when asked questions on the IPL mess.


But the most important reason I like the ad is the performance by the little autograph hunter. Very cute, very real, and his expressions and body language are stunningly perfect. This situation feels like it’s happening in real time. Full marks to the director, this commercial looks simple but it mustn’t have been easy to shoot. So, good show.


However, a veteran ad man points out that the commercial is a copy of Coke’s classic ‘Mean Joe Green’ commercial from 1979. I am linking both the commercials below, you can decide if the Aircel creative team got inspired or not. Yes, the ads do have the similar plot, the treatment is similar too. Chori? Perhaps. Still, you have to admit the director of the Aircel ad has done a good job, one can’t take that away from him/her.



Rating: (On a scale of 1-5): 3.5 – If the ad is original. 1 – If it’s ‘inspired’.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.


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