TVC: Volkswagen Tiguan – Priorities
By Malay Desai From:UK, by adam&eveDDB In a new commercial for its SUV model Tiguan, German automobile company Volkswagendepicts a father doing routine activities with and for his two children. These include watching cartoons with the daughter and letting her have her play area at home despite a space crunch; and waiting for the son at a stadium while a game is on, among other sacrifices. The film subtly shows the car being part of many family activities and toward the end, shows the father packing the daughter’s things in the dashboard before driving away. ‘No compromise needed’, the copy appears. Why we Like? Last week, one of the ‘good news’ stories going viral was about the chief of a large financial firm resigning abruptly following a conversation with his 10-year-old daughter. Reportedly, his girl had handed him a note listing 22 milestones of her life he’d missed thanks to his busy schedules, and included things like her first day at school and a PTA meeting. In our maniacally stressed and depressed urban world, small acts of kindness, love and sacrifice have become more valuable, and those who do it, become exemplars for others to follow or admire. The lead character in this ad is one such ‘hero’ – in the one-minute commercial that was launched in UK on X-Factor, does everything that the ‘perfect father’ rulebook would state:listening, spending time, waiting, adjusting, curbing his passionsfor his son and daughter. Oh, and driving, of course. Sacrifices, passion, honesty et al are hooks automobile companies need to sell, as RPMs and ground clearance won’t look good in a story. The good automobile ads define their owners clearly then, whether it’s the Beetle’s hipster or BMW’s businessman or Tata Safari’s patriot. The Tiguan’s owner has been the calm, mature man, and he’s been so from the launch day. In this case, he loves his TV, live games, even his job, but doesn't let any of that get in the way of his parenting business, he doesn’t ‘compromise’ anywhere by being careless or self-centred. For an eight-seater, he’s the man VW has selected rightly. And watch this film twice, and you’d notice how the car’s space, glove compartment and ease of ignition are silent elements in putting up his successful lifestyle. Lastly, the soundtrack is a standout element by itself – ‘I’d do anything’ playing throughout, despite giving the film a typical Europeansense of ease, hints at this perfect dad’s love for his SUV. We don’t know about others in the VW’s UK market, but are pretty sure that one Mr Mohamed El-Erian, that millionaire finance guy, will consider buying the Tiguan soon. To watch the film type in ‘goo.gl/TktAUQ’to your browser Social Newsfeed Your regular dose on the shifts in the social media universe The thing with Tinder is In case you are young, single and have been living under a rock, step out, dust yourself and listen to me while I introduce this phenomen… okay, this interesting app called Tinder. This year, it has made inroads in India like pirated DVDs of the hottest Salman film do, and it has yet to grow. It is a matchmaking app like no other, as, by synchronizing with Facebook and stalking all the cute friends of your friends, it presents to you the power to accept or reject a potential match with one swipe – right is ‘okay let’s see this’ and left (in India) is ‘you’re too dark/fat/of a different caste.’ Either ways, boys and girls, especially the latter, are liking this freedom of choice and making life/hook-up decisions based upon the all-important factor – looks. In fact, it’s become so popular with some of the geeky girls that one Delhi-ite has already blogged ‘50 dates in Delhi’, many of which are Tinder dates. Also, the sanskarifolks that we are, many of us have put up pictures with fathers, spouses and er, Gods. Let this be the dawn of a new, hopefully creep-free hook-up culture. Simran likes this Kashmir Relief on Twitter sets example Remember we spoke of the outstanding examples of the Twitter India folks in tracking and aiding flood victims of Kashmir? Such was the magnitude of the organised effort that the good folks have decided to make a permanent handle for disaster relief efforts, i.e. changed @jkfloodreliefto @Incrisisrelief. According to its bio, it is a ‘citizens-led effort to help disaster co-ordination’ by spreading and prioritising ‘relief needs and source across India.’ There is also a website for support and the initiative is already working for those affected by the floods in Meghalaya. Obviously, a Twitter handle will only do a miniscule job compared to a government or army’s efforts but for those who get help thanks to it, that’s all they’ll need. Having said that, let’s hope the handle doesn't get too many occasions to show its prowess. Omar Abdullahlikes this Ello - the Facebook of my dreams Last week, I also spotted the right-hand-side ads on my Facebook timeline, hitherto stamp-sized, grow into these rectangular blobs selling navratri wear, tirupati Prasad and undergarments. It’s a good time then, to talk about Ello, a new social network many are talking about er, on their old social networks. Ello is a Tumblr-ish blog mixed with a Google+ feel and the crispness of Twitter. The x-factor is, it has zero advertising. It claims to have started out as a private social network, but now is open by invitation-only, and it keeps its advertising-free philosophy very clear and proud: ‘You’re the product that’s being bought and sold’, it says among other correct things about the business of social networking ads. According to early reviews, it doesn't have exciting features, is full of bugs and does not keep the abusive people out. But I’d still buy into it. Anything to not make me feel like a dummy target audience. Invite anyone? Alexander Graham Belllikes this
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