Know Thy Breaks
Khiladi’s Million- Dollar Club
Tag line: Aapka Button Khula Hai- Big Boss Premium Vest
Client: Dollar Club
Creative Agency: NA
Duration: 78 secs
Year: 2010
Many of us must be aghast at the way the celebrities are used at the drop of a hat. Too many brands act as if they are a rozgaar yojana for cricketers & film actors. We have Aamir Khan who is synonymous with Perfection; we have Salman Khan who is famous for his brawn and generosity; we have Shah Rukh Khan who has a Midas touch in every touch, of course with the exception of Knight Riders. But the one who flies off at the tangent is our Akshay Kumar (aka Akki), the machismo from Paranthe Vaali Gali. Who replaced Salman as Dollar inner wear brand ambassador & this is his first endorsement in the knitted innerwear segment.
This new ad has its obvious shor-sharaba as it begins with a shot in a bank where a bank robbery occurs, very much in the style of The Dark Knight where a gang led by a joker-faced villain robs off the bank. And perhaps, the plot might have been inspired from that of a movie (Aankhen) of Dollar’s new brand ambassador.
With intent to fail the robbery & pretence of being blind, he asks 26 number bus to one of those punky funky gangsters and subdues all of them in a jiffy (with a hackneyed yet suitable old English theme playing in background). This film has utilized his compatible-with-the-plot action & spicy sally-delivery. In the next shot he becomes an embodiment of virtue and modesty & sallies forth the bank. But there he notices a svelte staffer who is stupefied by the spunk of a visually- challenged (unaware of the fact that he can challenge verbally as well) & brazenly reminds her that ‘Aapka button khula hai!’
After the lukewarm success of ‘Singh Is King’ & ‘CC2C’, he continues to appeal us with his trademark action, delight and comedy on screen which are turning out to be the damp squib. We have no hesitation in accepting that he is a man who has definitely changed the rules of the game. You can say he has almost rewritten it on his own terms. He had pushed the borders of decency to further horizons of hitherto sombre ad world.
The dose of action is a tad extra but it’s gonna foster the masculine positioning of the product with an actor that can iconize this brand. And no doubt that this creative will score high on the scale of recall… for its punchy catch line… & for a fight scene that can be identified well.
And the burnt child this time is dreading the fire so much 
that he seems missing no chance to point the unbuttoned wears out to people everywhere… lol
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| Print article | This entry was posted by Naveen Kumar on April 18, 2010 at 12:42 pm, and is filed under Awesome Ads, Funny Ads. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site. |
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