Advertising analysis – Omoré
I remember the agitation the Karachiwalas had when it was first only launched in Lahore. But the flaw in their creativity and advertising instantly ruined the product for me. The fact that the idea was so casually copied from the old Coke ad was a major put off. And just when we thought Pakistani advertising couldn’t really get any worse, Omoré came up with its ‘Frooze Magic Hat’ commercial. From concept to art direction, the entire TVC is baseless. The first question that pops in my head is – where in the world do kids take ice cream in a lunch box? And why is the teacher wearing a gown, as if in a courtroom? But this is just the beginning. Classifying a kindergarten teacher as a villain is just plain appalling. The concept of kids not listening to their teacher, eating in a classroom and the teacher being squished by a giant whale is a highly irresponsible approach and may even be insulting to a lot of people too. Is this the message we need to be sending out to our children? In a country where teaching is already an underpaid and under appreciated job, we could’ve done without one of these asinine magic ideas. I mean if you’ve had a bad experience with your kindergarten teacher, it’s really not a good idea to retaliate through your own product. The inspiration of ‘magic’ could have definitely been conceptualised and executed in a more positive way.