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Fevicol applies its slapstick brand of humour for new Ezee Spray ad
But does it manage to stick it with this one?
Pidilite's Fevicol has launched its second spot for 'Fevicol Ezee Spray', a spray-on adhesive that's designed to offer convenience and speed for pasting laminates. The ad features a 'wannabe', know-it-all character vying to take over the carpenter's job with his multi-tasking abilities. While proving his versatility, the fast-talking smart alec fails to impress the foreman and regular carpenter (Chotu, from the previous ad) who demonstrate Fevicol Ezee Spray's prowess, much to his dismay.
However, as the ad progresses, we are almost forced to wonder who the spot is targeted at as it takes its usual brand of hilarity a little too far. If it wasn't for the competent carpenter, Chotu, you might find it hard to fathom that this is an ad for Fevicol... let alone an adhesive. The slapstick-y humour panders on for quite a while before reaching a crescendo and getting down to brass tacks, in this case, Fevicol's Ezee Spray. Although the ad does manage to showcase the features of the product quite well, it seems like this could have been wrapped up in far less time than the 2 minutes and 42 seconds the ad runs for.
What is interesting to note here is that while the product has been present in the market for nearly five years, the brand released its first TVC only mid last year. The 30-second spot did everything from humour to functionality in that span. We hope the new ad finds its way to the chopping block too, just to speed things up and get to the point.
A roundup of the brand's advertising efforts in the recent past:
Traditionally, the creative strategy of Fevicol has always been to rise above the physical bonding of tables and chairs and instead, aims to create a bond with consumers by taking a rather metaphorical route. That sentiment deviates a little for this particular product, it would seem.
On a side note, an adhesive brand venturing into a spray-on format reminds us of another segment, completely unrelated, that also went the same route - pain-relief sprays. While applying liquid adhesives by hand can have some drawbacks, as Mr Know-it-all portrays in Fevicol's latest ad, the same could be said for getting your hands greasy after applying a balm/cream for an ache. In both cases, the spray seems like an ingenious idea, as Chotu demonstrated for Fevicol.
