The new TVC of Honda JazzX targets the emotional quotient of human

The new TVC of Honda JazzX targets the emotional quotient of human
Posted by Adgully Bureau | September 3rd, 2010 at 8:15 am

A TVC campaign has been launched by Oglivy Delhi for Honda’s new variant JazzX which targets at the emotional quotient of the consumer than the usual feature based communication model.

In this commercial, Ogilvy has attempted to reach out to the consumer’s heart by accentuating the experience one derives from the moment one gets into the Jazz and to the time one gets out.

The TVC begins with a scene of a little girl on a swing obviously enjoying it then proceeds to scenes of children in motion like sliding down a banister, swinging on a tyre, swinging on the gate, moving in a trolley and so on. The tag line is ‘Bring back the feeling’. The idea is to bring back the feeling of sheer thrill and exhilaration of motion that one experienced as a child in the new JazzX.

It is a fresh concept and does bring back that young carefree feeling that we miss in our busy lives today, burdened with responsibilities. Unlike other advertisements of similar genre, it simply talks about bringing back those forgotten memories and associating them with the new JazzX. It is suppose to strike a chord with the emotional aspect of the viewer which ensures it stays in the memory for a while.

Adgully spoke to a few stalwarts of the Ad world for their opinion of this advertisement. Although many liked the new JazzX advertisement, it also didn’t appeal to too many. They believe an advertisement of this nature will not work with the actual buyers as there is no information about the car as such, except the feel. Will Indian buyers purchase a car simply to bring back the feeling of their childhood? Many don’t believe so.

Honda’s previous advertisement campaign “Why so serious?” it portrayed other cars to be bubbles which burst when the Honda Jazz passed by. Honda has constantly tried to break through the stereotypical advertisements of the same genre by targeting at the mindset of people other than the features of the vehicle. However Indians being careful buyers, one needs to think about the practicality of the advertisement working.

Credits:

Agency: Meridian Communication, Gurgaon

Ajay Gahlaut, Executive Creative Director
Dip Sengupta, Vice President-Client Services
Krishna Mani & Pulak Bisht, Creative Directors
Abhishek Sen, Management Supervisor
Arup Jyoti Sarmah, Group Account Manager
Gaurav Ganguly, Account Executive

Film Production: Nirvana Films

Prakash Varma, Director
Lisa D’Costa, Producer
Rupert Fernandes, Music
Daniel Low, Director of Photography