The three TVCs against half knowledge have been conceptualised by Lowe Lintas
BestMediaInfo Bureau | Delhi | April 17, 2013
Since corporate behaviour mirrors the natural world in some ways, it isn’t surprising that we have borrowed phrases like ‘rat race’ and ‘food-chain’ from the wild. The Economic Times is proud to add another one to business vocabulary – the Corporate Explorer. Meet this charming observer in the three-spot campaign ‘ET Against Half Knowledge’ as he goes about observing half-knowledge idiocies.
You will smile and nod approvingly as the Corporate Explorer unearths Half-Knowledge stereotypes in the form of Last-Mile Repeaters, Elevator-Leeches, and Watering-Hole Hunters. The satirical narrative exposes half-knowledge types that bump into us in our private and professional lives every other day. Those that are waiting to find the opportune moment to try and sound intelligent, offer suggestions that are mostly wrong, and feed off opinions that aren’t their own. These Half Knowledge rogues usually get their way, unless they happen to come in contact with a well-informed ET reader.
While providing a chuckle, the commercials encourage people to equip themselves with knowledge, on a continual basis, especially when a growing tribe of half-knowledge types can lead conversations astray. These films are based on the insight that there exists a malaise in Corporate India wherepeople express opinions on the basis of superficial knowledge leading to wrong decisions.
The three films have been shot at different corporate locations, where one typically encountersHalf Knowledge —the office elevator, conference room or water cooler area. Half Knowledge is personified in various avatars in each of these locations.
Commenting on the new films, Arun Iyer, NCD, Lowe Lintas & Partners, said, “In these films we have tried to take forward our stand against half knowledge. Half knowledge has funny ways of showing up in corporate places and that is exactly what we have captured in the TVCs. The metaphor we have chosen is that of wildlife documentaries and portrayed half knowledge as species.”
Ravi Dhariwal, CEO, Bennett, Coleman & Co. Ltd, said, “ET’s initiative against half knowledge gains momentum with the launch of these TVCs. India Inc.’s professionals will relate to the everyday manifestations of half knowledge depicted in the TVCs and draw inspiration to join this cause.”
Brand: The Economic Times
Agency: Lowe Lintas & Partners
Chairman and Chief Creative Officer: R Balki
National Creative Director: Arun Iyer
Creative Directors: Ameya Kovale, Rajesh Doraiswamy
Creative team: Vitthal Kusumkar, Shalini Avadhani, Hardi Pithva
Account Management: Shantanu Sapre, Sujay Rachh, Aparna Mandalaparthy, Sachin Sahu
Account Planning: Devika Sharma, V Ganesh
Production House: Crazy Few Films
Director: Anupam Mishra
Producer: Urfi Kazmi