Debrief: Hyundai i20: The ghost-buster

02 Jul,2013

By Anil Thakraney

 

Haha, scary ad for Hyundai i20, it will give you the shivers. Our sleepy, exhausted dude is driving by the countryside on a dark, rainy night, when he spots this sexy lady standing by the corner. Naturally, our excited hero wants to offer her a lift. But he suddenly finds her standing next to the car, and then inside it, all quite magically. The terrified chap discovers she was standing by a cemetery, and that the hot babe is a ghost. She commands him to drive, and there’s no option but to listen.

 

Then comes the twist in the tale, as the tables turn. The ghost is petrified when she notices that our man can get the wipers moving ‘without touching a thing’, the headlights come on ‘by their own’, and she really freaks out when the guy reverses the car ‘without looking in the rear’. This prompts the ghost to vamoose.

 

I like this one because it’s a surprising solution, it’s very unlike typical Indian car ads. And the Hyundai guys must hope that within the ghost story, the car features highlighted in the ad will prompt the buyers to visit the showroom and suss out the machine. Which indeed is the job of an ad: To get the brand noticed, and to get potential customers interested. I think this twin objective has been achieved nicely.

 

And the sexy ghost ensures the ad breaks the clutter, and is entertaining to watch on repeat exposure. I am definitely going to check out the i20. And shall recite the Hanuman Chalisa while I do so. 🙂

 

Rating: (On a scale of 1-5): 4. Surprising solution. Highly entertaining.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

 

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