desicreative.com

guys, what do u think about the way hutch advertising is going? i think they did some fabulous work thru the years and built a brand and how! my hats off to them for then.
but not for now.
writing this coz i got another of those attacks of "what on earth is wrong with hutch" when i saw some of their stuff out their on the roads.
nothing specific that i can talk about.
but just why is this happening to hutch?
previously the ads made sense, they were beautiful, they built the brand, they were intelligent, they were simple.
but today they r just downright crap.
in the name of simplicity they r tending towards imbecility.
and the whole advertising has become so visual, it;s not funny.
the way i see it, hutch thinks today they have a great ad if they have a great looking visual.
dinner is great if the pudding looks great. never mind what other courses it has to offer and never mind if the pudding is made out of banana peel.
yuck.
the lines for the ads seem to have been taken out from the briefs themselves. ok, it has to be simple and the message has to come upfront. but r consumers really such fools? even earlier messages were simple. and propositions were kept upfront. but we used to go wow.
r the art directors ruling too much out there?
r they being tied down in their own trap of rules, rules and rules?
for example, what on earth was that jhumo aur jeeto campaign all about? (and most of their work seems to be like that nowadays). just some badly done dancing figures embroidered onto cloth?
i mean, what am i missing out here?
what do u guys think?

actually i am sick of these 'jhumo aur jeeto', 'thande ka tadrka' and hinglish and basti type promo names. we are just following the others. where are those 'GIVE ME RED' days...were not they better then today's hinglish stuff. Where are all 'BOOM BOOM SHAKA LAKA' street cat type ads? They were much ahead of their times yet they built the foundation for our today's generation and now we are going backwards...lalitaji was better.

yes. u said it.
specially radio.
god i am sick of those supposed-to-be-rib-tickling 'funny' voices going "yaad rakhnaaaaaaaaa" or things to that effect.
nowadays they just take any script and then lend it a funny voice, and it's on air.
but what about hutch and the way its advertising is going?
hutch is the other extreme. it won't have a funny voice. but neither will it have a funny script. it's becoming so goody goody!

i had heard Neil French wasnt particularly excited by the Hutch 'cute-dog+cute kid' advertising. His point was whats the idea? Everyone the world over loves a Cute Dog+Cute Kid. So whats the big idea?

In fact, the cute dog+cute kid advertising didnt make Hutch India's largest mobile carrier, but it DID increase the market price of the particular breed of dog. (Pug, I think its called).

The Blackberry ads on TV are just good looking. I think they should give all their money to hire a good Cinematographer (I have heard they get paid less than still photographers anyway). The Airtel BB ads are revolting.

I think agencies should prod their creative teams to make scam ads for BB and then just release them. Creatives in any case put more energies into scam ads.

Hate the Hutch new BB Billboards : Even the outdoors picture isnt exactly good looking. Interesting thing is, India is bright well lit country, but all of Hutch advertising looks like european lighting. Funny.

on the other hand, the hutch dog and boy had a very good (great idea). one of the few last they had i think. what follows? dog. great idea. but where's the idea in all the other stuff they do nowadays? did anyone see the holi hoardings for hutch? one woman (and a guy in another hoarding) painted all over in holi colours. line says "download holi callertunes" or something like that. what's the idea?

yeah, tnhe new outdoor stuff is terrible. especially the Blackberry stuff. Wonder what is happening. anyone on hutch here?

Airtel's advertising has seldome been anythign to talk about in any case.

r the art directors ruling too much out there?
r they being tied down in their own trap of rules, rules and rules?
for example, what on earth was that jhumo aur jeeto campaign all about? (and most of their work seems to be like that nowadays). just some badly done dancing figures embroidered onto cloth?

it seems like they are trying tooooo hard to create a different look. its interesting that you talk about the Hutch 'look' but not anbout the Hutch 'idea', which you do, about, lets say a Volkswagen. Hutch's look has been very distinctive, for which i will not give them credit, necessarily, as the TV especially looks very mediterranean. India doesnt look like that. the light in india is seldom soft and colo9urs seldom desaturated. anyway thats a different debate.

when you see the classic Volkswagen ads, you wonder, what a great idea.
is there some called a 'Volkswagen look'?
when you see a Hutch ad, you say 'Nice look', do you say 'What a wonderful idea'?

Must be that the original team left. THis is what happens when you have no vision to take the brand forward.

I had heard some creack person on the team had an unfortunate death. Maybe they are still grappling with it.

Anyone noticed the new hutch commercial on TV?

the new Eskimo one? I think itz cool - wat about u guys?

you mean this one:

Hutch Eskimo Ad 1

[youtube]http://www.youtube.com/watch?v=qlUL3n4hg-8[/youtube]

and this one

Hutch Eskimo Ad 2

[youtube]http://www.youtube.com/watch?v=IA9Va3DraMI[/youtube]

Absolutely - really cool ads - I used to work on Hutch so I really feel an attachment for these ads.

you were creative on hutch?