Commercial break – Lucozade

Commercial break

Ad: “Energizing Kenyans”

Client: Lucozade Sport – Glaxo Smithkline

Lucozade is an umbrella name for a series of Energy and Sports drinks. The original Lucozade, now called Lucozade Energy, is an energy drink containing glucose syrup and is produced by GlaxoSmithKline plc. The product was sold in a glass bottle with a Cellophane wrap until 1983, when the advertising agency Ogilvy & Mather set about rebranding Lucozade as an energy drink. Lucozade Sport is the official drink of the FA and the FA Premier League. Lucozade Sport Football also has partnerships with three of the top Premier League clubs, Manchester United FC, Arsenal FC and Liverpool FC.

Locally Lucozade Sport has run a few campaign each showing the energy you get once you take Lucozade. The original ad was quite humourous showing a guy drink Lucozade then outrun a cheetah. The second phase of the ads showed people who were doing 2 different profession like the lawyer by day, dj by night press ad.

In their new animated campaign, we start with a tired looking guy who is dragging himself on screen. He is given a Lucozade and he drinks it turning his whole body to a mass of bright orange bubbles. We see as he does different gymnastics on screen and he meets this guy whose hand is in a sling. He passes on the energy and the guy in a sling gets out of it and dances across the screen.

We see him end up next to a hospital bed and as he passes on his energy shown by the bright orange bubbles, the sick guy lying on the bed wakes up and is back to his usually whole self. The ad ends as the screen is filled with energy and we zoom out to see the lucozade bottle which opens to show the bubbles escape to form the map of Kenya. The tagline then appears “ Lucozade Sport, Energizing Kenya.”

This is a very brave ad and I should commend the brand manager at GSK for running it. It’s a different ad that uses animation to convey the message that Lucozade Sport fills you up with energy. Counting that the target audience are largely the younger, upmarket populace, this ad engages them and urges them to decipher the message. It talks to the audience rather than talking down on them, which makes them accept the message much more. I just hope more advertisers took this line with their target audiences…


Commercial break

Ad: “Dry skin”

Client: Dettol Soap – Reckitt Beckeiser

Dettol (also called parachlorometaxylenol, or PCMX) is the name of a commercial liquid antiseptic belonging to a product line of household products manufactured by Reckitt Benckiser. Reckitt Benckiser has operations in more than sixty countries and sells its products in more than 180 countries. Dettol is a local household brand that has been the leading antiseptic in Kenya for a long time. Currently the Dettol brand has been extended to soaps & hand wash.

As a perennial advertiser, Dettol has been running different ads for different products from different varieties of soap, the one with the teenage boy who is always too tired to do go out and the soap rejuvenates him to the boy who likes dirty water in a construction site since his parents have no issues with him playing in dirty water.

In this new commercial we begin on a shot of fancy upscale restaurant as we see a certain guy seating all by himself. We cut to a shot of a chic on the phone asking her pal where she is. Her friend is at home and she cannot leave since her skin is dry and not attractive. We cut to a shot of her when her friend arrives who takes a look at her face and prescribes that she should use Dettol’s new antibacterial soap.

We then cut to the now all so familiar shots of all the different ways germs get onto our skin and why we need to use Dettol. The sad chick who is unhappy about her skin uses dettol and she is instantly transformed into a happy lighter chic complete with the pink prom dress for her date. This time around she doesn’t bounce the guy who is most definitely happy to see her. The ad ends which the now characteristic Dettol tagline “ If we don’t look after ourselves, who will”

This is the new ad for Dettol pink which is targeted women who want to keep their dry skin smooth and supple. The product is good that is without any doubt but the commercial does let it down with the same cliché scenes in all other beauty creams showing the before and after effects of using the brand with over dramatized effects. Surely Dettol could have done a much better job with this ad but they choose to go ahead with the tried, tested and bland route.

Commercial break

Ad: “Vuuuuuuuka”

Client: Vuka Tariff – Zain Kenya

Zain is a leading mobile and data services operator with licenses in 22 Middle Eastern and African countries with over 16,000 employees providing a comprehensive range of mobile voice and data services to over. In September 2007, MTC Group announced it has re-branded to Zain across the markets MTC operated in.

Counting this is the very first outing for Zain in Kenya and coming off the back of a very unprofitable outing for Celtel Kenya definitely their work is cut out for them. Previously Celtel ads were largely Pan African before they changed to local ads for their Mambo 6 and the Pamoja tariff. The competition is hotting up with the entry of Orange and the impending entry of Econet wireless.

In this very first product ad for Zain we open on a shot of a bunch of friends who drive up to some place. They get out of the gate and we can envision they most probably were told where the party was. We see as they discuss where the party is as they walk to where we see a wall. One of the guy’s peers over the wall where we see a large number of guys in a bash, and the guy peering over the wall is quite surprised.

The guys in the bash, urge the guy to “Vuka” as in get over the fence and join the party in this case read join Zain on the new Vuka tariff. The guy tells his palls and jumps over the fence to join the party and they all follow him Vukaing to the new Vuka tariff here shown as the bash. The VO takes us through the steps one needs to take to move to the “Vuka” tariff and its benefits. The ad ends on the Vuka tariff logo and the Zain corporate logo. Zain has also been doing radio activations and billboards which have significantly raised the awareness of the tariff.

Well after relaunching from Celtel to Zain, I have to admit that Zain have understood our market well to launch a tariff like Vuka. It is a compelling tariff that means you do not having to think what network you are calling coz it’s all at the same price. To top it up this ad aptly demonstrates what the Vuka tariff is all about and furthermore it was shot in Kenya another plus for Zain unlike their predecessor Celtel who had a habit of running pan African ads in the Kenyan market. This is a good ad for a fantastic product that should see a lot of people “Vukaing.”

Commercial break

Ad: “Whenever, wherever

Client: Cadbury’s Drinking Chocolate – Cadbury’s Kenya

Cadbury plc is a confectionery and beverage company with its headquarters in London, United Kingdom, and is the world’s largest confectionery manufacturer. The firm was formerly known as Cadbury Schweppes plc before demerging in May 2008, separating its global confectionery business from its Americas beverage unit, which has been renamed Dr Pepper Snapple Group Inc.

Locally Cadbury’s has been an ardent advertiser with different campaigns across the years. Some of the noticeable once included the Dairy Milk ad which showed the glasses of milk that went into each chocolate bar, the world of Cadbury’s ad where everything is made of chocolate and the new what’s in your cup campaign for Cadbury’s Drinking Chocolate.

In this new ad we see people doing different things. We have someone fixing something in a kitchen standing on a step ladder. As the shot zooms out we see a pretty lady enter the scene with 2 cups of chocolate. The guy almost trips over himself as he to get down the ladder to have his cup of hot chocolate. In the next scene we see some guys out camping as they are setting up a tent. One guy is in the tent and the other outside as their companion obviously a pretty lady approaches them with cups of chocolate. They all embark on enjoying the chocolate even as the tent they have labored to put’s up crumbles down. They laugh at the scene as they continue to enjoy their drinking chocolate. The V/O extols the fact that you can have your drinking chocolate wherever, whenever whether hot or cold.

Quite a nice ad that goes hand in hand with the change of the weather which we can’t quite predict with certainty like before. At least we know we can rely on Cadbury’s Drinking Chocolate to sort us out even when the weather changes. The campaign has also is running on radio with quite a catch tune that sticks and one always wants to hum along. Coming on the back of Cadbury’s win at Cannes, the premier Advertising Festival with the gorilla ad this campaign enhances their credentials. Just wondering if the gorilla ad will ever run on our local stations, it would be a shame if it didn’t…

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Ad: “Gentle on baby, gentle on you’

Client: Johnson & Johnson Kenya

Johnson & Johnson is a global American pharmaceutical, medical devices and consumer packaged goods manufacturer founded in 1886. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson’s baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses. Currently Johnson and Johnson has over 250 operating companies in 57 countries around the world.

In Kenya Johnson &Johnson moved closed their manufacturing operations in Kenya and appointed a marketing and distribution partner to supply their products. Some of their products like their baby care range have kept their premier positioning as the most loved products for babies locally

In this ad we see a very cute young baby in those private moments of bath time as he enjoys as his mother baths him. He kicks around excitedly as different surfaces are washed, then we see as he is dried with a towel. His mum then applies Johnson and Johnson baby oil which is gentle on baby and we can see the baby is quite happy. The mother then applies some baby oil on herself and the ad ends on a shot where we are looking through what looks like a glass pane showing the baby’s soft face. The pane is moved and we find out infact it’s the mother’s soft face since she uses Johnson and Johnson baby care range. The ad ends on the pack shot and the line “best for baby, best for you.”

A nice emotional ad from Johnson & Johnson that highlighting those special moments shared between mother and child. We know mothers will always want the very best for their babies and showing the use of Johnson and Johnson they are doing the very best for their babies which is also good for their skin. A well done emotional and convincing ad.

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Ad: “Twende, Twende’

Client: Orange – Telkom Kenya

Telkom Kenya for a long while has been the big non-profitable fixed line operator with an ailing infrastructure and riddled with bureaucracy. Last year the government sold a controlling stake to France Telkom and also gave Telkom Kenya a mobile network license. Over the last few months Telkom Kenya has rebranded to sport a new logo and introduced the Orange brand into the local market.

Orange, is the brand used by France Telecom for its mobile network operator and Internet service provider subsidiaries. The brand was created in 1994 for Hutchison Telecom‘s UK mobile phone network, which was acquired by France Telecom in 2001. Orange across the world has over 100 million customers in more than 20 countries.

In their new ad which is currently running we open on a small girl in one of the cities estates as she throwns a leso down to a boy on the ground floor. We then go through different scenes of different people will different cloths and materials all joyful as they come together to head to one location.

The scene changes and we see them walking up the side of a hill to a central location. We can see they are many different and diverse people from all walks of life. They proceed to get together and we can see them working on something that involves all the pieces of material with the occasional sideshows. At the very end the camera pulls back and we see all of them holding a rope and then we see what they have been working on. A big colourful kite flying in the air with many diverse colourful colours which are as colourful as the Kenyan people. The ad features a well known song by Kenyan renown artist Eric Wainaina “twende , Twende’ all the way to the end. The ad ends with the Orange logo and the line “together we can do more.”

Its not always that you find a commercial that is inspiring and uplifting by directly showing things that happen in everyday life in the life’s of different people so well like this Orange commercial. The scenes are natural and at the very end getting to see how together people can get accomplish more. The choice of the song “Twende Twende” by Eric Wainaina was just genius and this ad deserves 2 thumbs up for a job well done.

A timely ad…from an insurance company

Commercial break

Ad: “Protect your family”
Client: Madison Insurance

Madison Insurance has been in existence under the name Madison from way back in 1988 and has grown into a large insurance company with premiums of over 1 billion shillings. Located in Nairobi it has branches across the country offering both General and Life insurance packages. Madison Insurance is owned by Amedo Madison holdings which also owns Amedo Centres in Kenya.

Previous Madison advertising hasn’t been creative and their last advertising campaign was to introduce their new tagline and updated website. I t did feature a re-endition of a schools music fests’ coral verse recital. Most Madison advertising has centred on the use of stills which are then animated to tell a story, which is a cheap but not very memorable way to advertise.

In this new commercial currently on air we see a family and go through their line of activities across a normal day as the dd plays with the kids, the mum feeds them. We see them all happy and joyful as they interact together and we can decifer their interaction gives them great joy. As the pictures change the voice over expounds on the services that Madison Insurance has to offer for the whole family making sure that everyone is safe and well taken care off. The ad ends in the usuall fashion showing the Madison Insurance Logo and tagline “Stronger Together.”

This ad in itself is not anything worth writing home about. It’s not impactful communication neither is it captivating, with generic pictures of a black American family who don’t look a touch bit Kenyan enjoying their lives. The music is not too bad though it could have been more captivating so that people can hum along to it in the course of their day. That said, the placement of this ad was most defiantely brilliant. In the middle of conflict and controversy of politics and post election clashes Madison was reassuring the public that they were there to cover all Insurance needs. It was reassuring A Kenyan insurance Company, with the guts to stick with Kenyan’s through thick and thin…we need a whole lot more of those. Hats off to Madison Insurance!!!