Park Avenue Storm 'wows' to woo men

The TVC, conceptualised by Publicis, strings together striking moments featuring men following their passions, instead of taking the 'women attraction' route

BestMediaInfo Bureau | Mumbai | August 27, 2014

Click on the image to watch the TVC.

Television is plagued with deodorant ads featuring scantily-clad women getting attracted to the guy who uses the deodorant in question. Park Avenue decided to veer away from the much-exploited 'get the girls swooning' plot and, instead, in its new campaign, redefines the locus of manhood. The campaign conceptualised by Publicis vows to make men go 'wow'.

The TVC starts with a bottle of Park Avenue Storm opening up to reveal the inside story told in a series of visuals. A man is seen performing on stage, amidst cheering, and a man in bed is seen lovingly clinging on to his bike, oblivious to the lady lying beside him. Both these visuals borrow from the fact that men not only take pride in their hobbies, but see them as an intrinsic source of emotional satisfaction. In a visual that hints at the adventurous instincts of today's alpha male, we see a man strumming his guitar for a gorilla, in the middle of a jungle.

A group of men is seen celebrating victory on a football field, a good looking guy is seen gardening. These visuals imply that there's more than just seduction that motivates men. In the end, a group of women is seen sprinkling something into a melting pot - adding endurance, courage and other traits they hope to see in their men. Finally, all these 'wow' moments culminate to create Storm – a deodorant that 'Smells like Wow'.

Bobby Pawar

Bobby Pawar, Director and Chief Creative Officer, South Asia at Publicis Worldwide, said, “Most deo brands play in the uni-dimensional world of male fantasy. Park Avenue is an above-the-belt brand. It's obvious that deodorants should make you smell good, but every brand has walked away from that. Good for us, because that's our strength - great fragrances. The question was how do you visualise that? The idea came from revealing the emotional aspects of the various smells that exist in the can, coming together to give you a 'smell like wow' experience- the smell of victory, the smell of joy, etc.”

Anil Kulkarni, Business Director, JK Helene Curtis, commented, “It's been a long journey from idea to final execution and all I can say is WOW! We wanted to stay focussed on the fragrance, because that's what Park Avenue is really good at and also create a deo ad like no other - fresh, lively and in tune with the Park Avenue man.”

Raja Chakraborty, Head, Marketing, JK Helene Curtis, added, “The inherent desire to try new fragrances remains a key trigger to purchase in the deo category. The brand becomes relevant only at this moment of truth. The brief to Publicis was indeed to generate desire among the consumer at this moment of truth. That's how the thought emerged. Bobby and team did a brilliant job of telling the story of the 'Storm Smell', through the lens of the personality as a result of wearing Storm.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative agency: Publicis Worldwide

Chief Creative Officer, South Asia: Bobby Pawar

Executive Creative Director: Amod Dani

Creative Director: Umesh Rawool

Creative Controller: Zarwan Divecha

Executive VP (Accounts): Paritosh Srivastava

VP (Accounts): Chandan Jha

Client Services Director: Darrell Fernandes

Associate Account Director: Tejal Turakhia

Account Executive: Abhishek Sethia

Chief Strategy Officer, South Asia: Partha Sinha

Strategic Planning Director: Namit Prasad

Head - Films Dept.: Jignesh Maru

Info@BestMediaInfo.com

Info@BestMediaInfo.com