Devina Joshi
Advertising

McCann’s film for UTI Bank makes it to ‘Luerzer’s TV Archives’

While several press ads from India have featured in the ‘Archives’, this ad film, titled ‘Family’, is the 13th film from India to have ever made it to the ‘TV Archives’

McCann-Erickson’s ad film for UTI Bank Home Loans, titled ‘Family’, will feature in Volume 3 of ‘Luerzer’s TV Archives’. This is the 13th film from India to have ever featured in the ‘TV Archives’ (and the fifth one from McCann-Erickson alone). ‘Family’ also bagged a gold at the AAAI Goafest this year.

The ad film, created by Prasoon Joshi, Manish Bhatt and Raghu Bhat, shows the tediousness of having to shift house every now and then. The film shows people going about their daily routines, with items in their house encased in boxes. For instance, a man wakes up to the sound of an alarm clock, which is wrapped up in a box; an elderly woman in the house prays in her ‘puja ghar’, which, again, is shown in a box, while her husband watches television, also encased in a box.

Other instances include a small kid playing with a toy car, which is in a box, while his mother cleans the floor with a bucket in a box. This brings out the proposition of living out of boxes every time one shifts house. That’s where UTI Home Loans steps in, making life so much simpler.

Manish Bhatt, creative director, McCann-Erickson, says that the film draws from a real life insight. “When one is in a transferable job, one has to change house often. In the metros, however, the problem is the 11-month lease,” Bhatt says. “Thus, the idea of ‘living out of a box’ emerged from the concept of shifting house.”

The film has been directed by Amit Sharma and Aleya Sen of Chrome Pictures.

McCann’s earlier entries in the ‘TV Archives’ include two ads for Coca-Cola (‘Bihari Aamir’ and ‘Punjabi Aamir’), Hanes (‘Wedding Night’) and Happydent White (‘Photographer – Smile Please’).

The other ad films from India that have made it to the ‘TV Archives’ in the past include Jordan Toothbrush (in 1995), Sonara Tiles (Leo Burnett), Fevicol (‘Truck’ by O&M), Femina (‘Generation W – Bride’ by Enterprise Nexus), Center Shock (‘Barber’ and ‘Photograph’, both by O&M), ‘The Economic Times’ (‘Newsreader’ by Ambience Publicis) and S-Mart (Lowe).

Recently, JWT’s press ad for Sunsilk, ‘Entrapped’, made it to the cover page of the January issue of the ‘Archives’ magazine, thus becoming the first Indian entry to have made it to the cover page.

For the record, ‘Luerzer’s Archives’ magazine was founded in 1984 by ad veteran Walter Lürzer. Each 160-page issue features 70-80 of the world’s best new print campaigns and short synopses of 50 television commercials, dated and classified by individual product groups. This prestigious magazine reaches 1,52,000 admen worldwide and has a concentration of readers in America, Asia, Europe, Australia and Africa.

© 2006 agencyfaqs!

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