Stupid ads and outright lies!

"Thousands of pixels being chased by festive looking dancers. When they are about to catch up, the marauding pixels fly into a giant screen and arrange themselves to make the colourful face of a Kathakali dancer who makes facial gestures on the giant screen" - the brief for the Sony Bravia commercial couldn't have been very different from this yawn inducing, uninspiring idea meltdown. I hardly have a question about the uncreative nonsense that Indian ad. agencies almost always come up with. But if the brilliant colour of the Bravia TV is clearly visible on my existing TV, why would I want to buy the Bravia?

The latest ad for Timesjobs.com on television tells you you will find a better paying job on their site, and then goes on to explain in great detail, on the same site, how they are not responsible for anything in an "as is" presentation of information! http://www.timesjobs.com/popuphtml/Terms.htm#link14 In other words, there is absolutely no effort put forward by Timesjobs.com to ensure the jobs there are indeed the better paying jobs. Stretch that a little, and you will easily infer you could get the lowest paying job and Timesjobs.com will still not be responsible for their own advertisement in any way. How can a service that shouts - "Because you are worth more" completely absolve itself of that claim, after "better paying job" is the the only reason for you to consider their service? Absolutely nefarious.

This advertisement sells you an alternative to an employment agency, without any of the responsibilities you would come to expect. It is just a cheap reference, where the attempt is to cut out the percentage commissions of the employment agency and nothing more. Therefore it is an outright lie that you will find "better paying jobs" there. With subjective claims like "The tastiest Sambar in the world", you can let it go, but when there is something measurable like a person's salary, how can the media planners of Timesjobs.com be so stupid and assuming of people who end up visiting their site? Clearly they can, and I hope the recession causes some of these fools to be kicked out.

By now, even if you are a fairly occasional TV watcher, you must have seen the enormous disclaimers at the end of some ads. that flash for about a second, which nobody in the world can read, for two reasons - the print is too small, and there is just too much to read in one second. So, what is the point of showing the disclaimer at all, especially when everyone in their right mind should know the disclaimer is for dissing all claims made so far by the advertisement that a normal person can understand and trust.

Communication, the very point of advertising, is sometimes lost on me. Especially with car advertisements where the car flies through the air, skids all over the road, spins, and just about manages to find a grip of safety before vanishing into the horizon. I would think a car that throws itself about so easily would be the most unsafe thing to buy and the most unsound investment. Especially if the car is tiny like a Swift, I'd go all out singing its praise on how roomy it is and how solid on the road it can be. If it is all over the place, I kind of begin to feel it is flimsy and untrustworthy. Am I the only one who has this problem?

The ridiculous advertisement also has its place somewhere, except when you begin to wonder why a motorcyclist would hire a helicopter to throw him from several hundred feet high onto the top of a building. Motorcycles are not aircraft, and if you landed on the top of a building in one, and survived the fall, you'd pretty much have nowhere to go. Now if the building itself was your destination, what do you need the motorcycle for? Stupidity at its bleeding worst.

Then comes the sexuality crutch. Why would you think of sex when you are drinking a bottle of Slice, for heavens' sake? Aamsutra, my flaming arse! When I am thirsty I might reach for some Slice, and if I love mangoes, great! But sex is not something I associate with a fruit drink, no matter how much Katrina Kaif seems to be turned on by the thought of humping a mango or a Slice drinker. Jittu Krishnamurthy was right when he said, "In lieu of creativity there is sexuality". Most of the time, sexuality is what seems to be easily on tap for most of our ad. makers, and they don't even bat an eyelid about what the product is! If the fools working in advertising agencies are so bereft of ideas, why don't they just quit? Maybe we should make a Kaam Sutra ad. for them to get the hint? "Make way, not ads."

The attempt at the abstract - this is the genre that gets me really laughing. Like the ad. for the Tata Safari Dicor, that starts of about "lines", and how you can make your own "lines" with the ugly beast called the Tata Safari! What an idea, Sirji! How many customers actually think about buying a car as the same as buying a paintbrush to make lines with?! If I wanted to make lines, I'd find a thousand different ways without having to buy an SUV. Give me a f$#@%ing break. The abstract should be left to geniuses who can present some weird connection in a sane way, not to half drunk dopey eyed wanna be rebels turned washout creatives.

There aren't that many professions in which anything goes! Most of our India centric ads. are all about filling up the airwaves with noise. Speaking of noise, why does the volume jump up as soon as it is time for an advertisement? Right in the middle of a cricket match, which itself is fairly well controlled in terms of noise during a broadcast, the ad. will just blare its way into your life. My hand is invariably on the Mute button as soon as it is time for a commercial. So, I get to watch most ads. without sound anyway. No TRP machine will report this fact, and some advertiser somewhere is losing money and not getting value!

"See what happens when a CD begins to dream"??? Since when did inanimate objects start dreaming and we found out what they dreamt about? This offering is from Moser Baer, with ugly black wires morphing out of nowhere and hitting the roof, the floor, the model's hands, and what not, before becoming all kinds of electronic goods - simply unimaginative, uncommunicative rubbish presented with the finesse of a snake devouring a rat. I wonder how this gets past the brainstorming stage - assuming there are actually coherent stages to the process of unleashing a commercial on unsuspecting masses. Scarily, this commercial is a computer graphics lift from a science fiction movie. Maybe that is why we are asked to imagine what happens when a CD begin to dream? I'd like to see what miracles happen when our ad executives begin to think.

The Axe deodorant commercials seemed to be rather well put together until they came up with the latest one with the chocolate flavoured temptations. Apparently, only women fall for the smell of chocolate and will stick themselves to glass in pure longing, even when they cannot smell the spray! How retarded can things get? If a deodorant smelt anything like chocolate or reminded me of something to eat, I'd be completely turned off. Watch this product vanish off the shelves for being absolutely idiotic in conception, ad or no ad.

The stupid, stressed out woman who thinks her husband is dead when she finds him snoozing and is shocked when he wakes up, leads me to think she was hoping he was dead! After all, presumably, she would be the beneficiary of her husband's life insurance policy! Knowing fully well that "Life Insurance" is actually "Death Insurance", they don't really have to tell us how happy we can be just because we bought insurance, do they? I mean seriously, what the heck do we care once we are dead? Sure it must be the hardest thing to sell, but in all seriousness, if you needed Kal Par Control (whatever the crap this means, especially to those of us who cannot read English and end up understanding in Hindi), you'd work to make more money today, not spend a little more on an insurance plan! Moreover, if there is another company selling the same thing, telling you to let tomorrow lie and just enjoy today, what are you supposed to do? Very confusing, and might be better if someone would just tell us, "Look, someone is going to need this money if you croak". After all, how many of us are fooled by insurance ads anyway?

Now we have the very stylish PSAs, like "Save the girl child" that comes to us in the middle of a cricket match on Ten Sports. Hello? It isn't as if we are all about killing the girl child, and it certainly isn't those of us who understands English and can see the point of a poignant message that needs the message. So, what is the point of this PSA as opposed to the crude ones made by the same ministries? The direct ones in Hindi, that treat the viewer like a stupid villager are actually much more effective in communicating the point. Check out the one where the girl child in the womb talks to her father through a stethescope! Then there is the really thought provoking one that asks us to imagine a world without women. I thought about it, honestly and deeply, and really came to this - I'd definitely hate seeing fewer women around, but... Wow, wouldn't that be a good way to control human population?

Remember the Intex commercial, extolling the virtues of their speakers, especially the drop of the pin you can hear clearly while the older gentleman is clearing his ears? Well, if I can hear it on my existing set of speakers, I sure don't have any reason to buy Intex, do I? Am I the only one thinking out loud on this really base level of stupidity exhibited by fools who are paid to precisely not do this kind of work?