<FONT COLOR="#FF0033"><B>Countdown to Goafest:</B></FONT> Everest gets a second chance for ING Vysya

The Everest team was quite disappointed as the ING Vysya LION Fund ‘Expect the Unexpected’ ad film didn’t win an Abby. But then life doesn’t stop here. The agency is now keeping its fingers crossed hoping to win an award at the AAAI awards.

“Maybe the ‘unexpected’ will really happen at the Goafest!” remarks Cajetan Vaz, national creative director, Everest Brand Solutions.

“At Abbys, we were very confident that the ‘Expect the Unexpected’ ad film would win something for us, but unfortunately, things didn’t quite turn out the way we had hoped. This time, we’re hopeful, but let’s just leave it all to destiny!” says Vaz philosophically.

Another film which the agency really felt would score at the Abbys, was the one for CNBC’s programme, Storyboard, titled ‘Don’t miss the popular spots’. This one has been entered in the Film: Media category at the AAAI Goafest. CNBC had invited a few agencies to deliver pitches and make an ad to convey that the programme was celebrating four years of existence. Everest came up with the winning creative, which was aired on the channel.

The creative depicts a wife cheating on her husband and in bed with another man. When the suspicious husband arrives home, he is mad with fury and looks for the other man everywhere in the room, except the bed. The punch line goes, ‘Don’t miss the popular spots’, and then the commercial explains how the programme covers everything in advertising.

In the Film category, Everest has also sent in its film for Fair One, ‘Mosquito’ in the Film: Personal Toiletries, Cosmetics & Perfumes category. The ad shows a girl trying to swat a mosquito which is troubling her. Each time it sits on her arm, she slaps it hard, but the mosquito just doesn’t die. The idea here is that with skin as soft as that (with help from Fair One, of course), even a mosquito wouldn’t want to leave it and go away.

Everest has also got two of its entries in the Press and Outdoor categories. These include Parle-G ‘G mane Genius’ and Intercontinental The Grand ‘Couple’, which publicises the Seafood Festival organised by the hotel.

Another unique entry, which the agency has sent in the Outdoor category, is one for Cancer Patients Aid Association titled ‘Graveyard’. A visual effect was created on a poster, which had the faces of solemn men and women staring down, as though looking into a freshly-dug grave. This was stuck on the ceilings of hotel lobbies, waiting areas of buildings, the landings of staircases and other places where people tend to smoke. Thus, the onlooker would look up and feel as though he is in a grave or a pit, with people looking down upon him, as if he is already dead, thus driving home the message that smoking kills.

The direct marketing category, meanwhile, has three strong contenders – ‘Kaleidoscope’ for ING Vysya LION Fund (which won a Gold at the Abbys), ‘The Box’ for client Autocop, and finally, some work for crockery brand Corelle. For Corelle, Everest had sent out a mailer to people in which a paper plate fell on the floor as soon as one opened the envelope. The idea was to portray the ‘unbreakable’ feature of the crockery brand.

© 2006 agencyfaqs!