Lighter side of branding | Because we all lust for what we don’t have

This TVC caught my attention for its “On Code” universal human trait: our desire to want things we cannot have. This may appear negative, but it was nicely captured by this Indian TVC for Max New York Life Insurance. All in a series of seemingly random events that are all connected like a chain.

First you see a young man – most probably a high schooler or college student – crossing the street and gazing at a cool-looking motorbike that he wished he had. The scene then moves on to the cyclist who glances at an enamored young couple on a bike. He wishes he had a girlfriend to keep him company on his rides.

Next the camera zooms in on the man’s girlfriend who glances at a young mother pushing her toddler’s stroller. A beautiful piece of jewelry in a window display catches the young mother’s eye, and she sees a successful-looking balding business man closing the transaction. Seemingly buying it for his significant other. And you’d think the businessman’s life is fairly complete right? With all the conceivable toys and accolades that mark a successful life?? Think again.

This then brings us to the last scene, the businessman sitting comfortably in his chauffeur-driven limo, spotting the young man crossing (the first man in the scene) the street who fixes his greatest asset – his full head of hair! Naturally the businessman lusts for a full head of hair. He rubs his bald head and the TVC comes to a close.

Don’t we all lust for things others have? The desire to want them only increases when we know that we can no longer have them, or they are simply unattainable. This unquenched thirst for things is of course taken full advantage of by all the brands, brand builders, advertisers and marketers.

It’s what keeps us going. In pursuit of distinctive goals in life. New milestones to reach, new obstacles to undertake.

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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