It’s all in the head (and it’s not what
you are thinking!)
Triggers that helped me crank up my copy:
4 b) Emote with Love:
And then on the other side of the
fence is the symbol of youth, the evergreen emotion of love. And the brand is
Pepsi. It is the single-most youthful brand, associated with the teens and
women in India. Yes, women too, and so, is the preferred drink every beau would
buy for his woman.
And from this thought was the
idea of love born, when I thought of the brand, Pepsi.
Love is a curious feeling; sometimes sweet,
sometimes sad, tugging at your heart, sometimes this way, sometimes that, but
always, almost always bringing hope.
Lost your love? Sure, it’s painful. But hey,
there’s life thereafter?
Hang on just a second! Wasn’t
that [name your friend of two years ago] walking by?
And love, and hope, springs.
And who says love is only for the
teeny-boppers? Men and women well into their 40s still think of love. And
although they might not be direct consumers, especially men, they are indulgent
towards their kith and kin that just might be.
Love softens even the most
seasoned player. And who has not succumbed to love’s demands, even if love were
only fleeting?
But we are dream merchants. Ours
is neither the job to point out man’s fickle heart nor to caution against the
futility of unrequited love. We sell you what you long for; secretly and
fervently hope for; unconditional love, though your love towards her may not be
quite as unconditional!
Love means different things to
different people. In my work, too, love takes on myriad hues while selling you
a dream. Selling you a few of such dreams are my headlines that go something
like this:
Pepsi - When Two Hearts Beat to the Sound of One
Spreading good cheer and a
feeling of goodwill is yet another:
Life mein kabhie kabhie kuch na kuch achcha hota hai - Pepsi
[In life, sometimes, something
good happens]
On a more philosophical tone:
Hate Ebbs where Love Flows
On a romantic note is the De
Beers ad which goes something like this:
Love is Fickle; a Diamond is forever
De Beers – For Love that lasts forever
In the latter ad, I’d like to
bring to your notice the play of reason and emotion in the making of the
headline.
The first line reasons with you by its
declaration that love does not last. Although - and here it is shrewd – it accurately
guesses your need for a more permanent form of love. And so it baits you with
the fact that diamonds are forever yours outlasting perhaps even your mate’s
amorous overtures. And then it seals the ‘deal’ with an artful promise (and
hope) of a love that will last - like the diamond he gave you - forever.
More of the same, tomorrow
Until then,
Adieus!
No comments:
Post a Comment