Illogical Ads: When Creativity Fails Miserably

From the world of advertising, there are some campaigns that can be seen as over the top, comical, or even baffling. In this discussion, we explore the most illogical advertisements we've encountered. This article will focus on an ad for the ice-cream brand Creambell, directed by Tara Sutaria, which takes the cake (or should I say, the ice cream) for the most illogical ad of 2022.

Analyze the Ad: A Step-by-Step Breakdown

Tara Sutaria’s Ice-cream Adventure - The ad involves Tara Sutaria in some sort of wedding reception, a place typically devoid of ice-cream stalls. This alone is a stark realization of unrealistic advertising. Ice cream is a popular dessert, especially on warm days like this, yet no ice-cream stalls are present.

Our protagonist decides to call her boyfriend, Nihal Bhat, to buy an ice cream for her. The ad aims to promote love, but does dancing with her shoes define love? A little boy’s playful push causes Tara’s phone to fall. Remarkably, she doesn't attempt to pick up her phone, which is simply a missed opportunity. Instead, Nihal, worried and unsure of her ice cream preference, leaves the wedding party to buy her an ice-cream.

He, however, faces a dilemma: the ice-cream store is closed, but an ice-cream truck from Creambell happens to pass by. This is the turning point. The boy, deciding to save the relationship, takes the entire ice-cream truck with him!

Now, imagine, the truck’s sudden halt during the party, the chaos of the crowd, and the truck driver’s patience - all for a single ice cream for the girlfriend. Is this a clever move or a complete marketing disaster?

The Aftermath: Tangling in Emotions

Upon returning, Tara starts doing nakhre-baazi (wearing her shoes) and is overjoyed, as though she's the queen of the party. She doesn’t share a lick of the ice cream, neither does she even try. She simply says, “Dil Pighla Jay” (Your heart will melt), suggesting that the ice cream will melt if you show such a tantrum. In short, the ad ends without any resolution and leaves a lot to be desired.

Perhaps, the most illogical part of the ad is the suggestion that the ice cream will melt if a person displays too much energy or excitement. Does the ice cream have that kind of magical property? It's a toss-up between creative storytelling and misplaced logic.

Conclusion: Learning from Baffling Ads

When we see these illogical ads, we are left questioning the thought process behind them. While creativity is paramount in advertising, logic and realism are equally important. Great marketing campaigns resonate with the audience on both an emotional and rational level.

The Creambell ad raises some interesting questions about the extent of creativity in advertising. Is it the goal to entertain or make a logical point? Is it better to intrigue with a unique storyline or succeed with a straightforward approach?

Which brings us to the question: do you see any insights for future advertising in this illogical ad? Have you come across any other ads that were equally baffling? Let’s discuss in the comments below.

References

1. Official Ad Logos and Images of CREAMBELL. 2. Tara Sutaria's Performance in the Ad.