There is a great car analogy that Robin always uses to explain why businesses should be consistent with their advertising. Advertising is like driving a car. You have to use a lot of gas to get up to speed but once you reach full potential you can cruise. If you slam on the breaks you have to use more gas to get back up to speed.
We all rely, in part, on repeat business and referrals. Old customers are the key to both. When old customers don’t hear about you, or directly from you, they tend to move on. Cutting your advertising is a negative signal to those who actively patronize you.
You will always have overhead; bills, telephone, rent/equipment, your time. Advertising creates the AIR overhead breathes! Advertising is the portion of your business responsibilities that rejuvenates and draws new life (revenue) into the process.
Advertising is about attracting, holding, and focusing attention. And nothing gets our attention like a funny TV commercial.
Few of the funny AD’s i have come across in India so far….
Center Shock chewing gum
A boy goes in a barber shop to get his hair cut in particular style. The barber thinks of a trick and gives him Center Shock Chewing Gum. The boy’s hair gets charged after eating the chewing gum.
“Before changing the clothes, change your bulb,” the commercial’s punch line reads.
Philips Widescreen TV
In this commercial a boy and a girl run towards each other but they get tired in the end due to the miscalculation of the distance between them.
Glycodin Cough Syrup
In this commercial the guru according to Indian tradition gives a name to a child.
Parle Musst Bites
Seeing a pack of Parle Musst Bites, a flavoured, cheesling-clone snack, a boy gets tempted, and attempts to take a handful from the pack of a nearby sitting old woman. To his shock, the old woman bites down hard on his hand.
The ad film for Center Fresh reaffirms the brand’s positioning ‘Zubaan pe rakhe lagaam’ (Keeps your mouth shut). Titled ‘Bank Robbery’, the plot involves a masked robber stealing the money at gun point and leaving from the bank without getting caught. However, when a lady shouts out to call security for help, the robber (security guard of the bank) comes back into the bank and saying “Yes Madam” out of habit. This way he gets caught.
The ad shows a family in a hall, where a lawyer reads out the will of the late Morarji Das. To the astonishment of the family, none of them inherit the fortune and it goes to the house maid, Kanta Bai. The family gets shocked, and one of the sons reaches out for a bottle of Cobra Sparkling Water. After gulping it down, he congratulates the maid on the achievement of the wealth!
In this ad, a fire-eater approaches a water-vendor and on asking the money spits fire on the vendor. Not willing to let down, the vendor hits a bulls-eye and lands the Chlor-mint inside the mouth of the performer. Shockingly, the fire-eater starts spewing out ice.
A couple traveling in their pick up van gets intrigued by a consistent follower on a bicycle. They get puzzled and change their route but the the cyclist never goes away. The end shows the van carrying loads of Fevicol.