And I thought they were over with the pug. With the zoozoos making a long lasting impact in the minds of the consumer, going back to the pug is something which i don't understand.
The brand had come to be identified with the zoozoos, but going back to the pug might create some confusion within their minds.
This a series of ads running simultaneously on television. What impact will it create is still a point of contention.
Came across an article on the same issue. The article had some answers from the ad agency and other similar agencies. To quote a few,
ReplyDeleteRajiv Rao from Ogilvy, the creators of the ad, clarifies that while the Zoozoos are the brand's newest property (and will continue to be used for campaigns in future), they are in no way 'endorsing' the brand. "Both the Zoozoo's and the pug have a different role to play and they will be used at appropriate times and for different occasions,"
Sandip Mahapatra, McCann Erickson, says that the pug is still relevant as it is like a Vodafone signature. As a supporter of the continued use of this mnemonic, he says, "The network is a faith-based service, akin to your religious beliefs. And much like one's belief in God, one is secure that he exists somewhere." He adds that Vodafone uses the pug for two unseen factors in mobility. Chances are when put to the test, the network signal or the service delivery might prove weaker than expectation, much akin to one's faith wavering in religious matters. "The pug and the girl lull you into a belief that is irrational. And that to me has been the whole point of this body of advertising," he concludes.
Rajeev Raja, DDB Mudra, says that despite the pug having been around for many years, the little stories in the campaign continue to be engaging. "I see the pug series operating at the brand level and doing the job of maintaining and reinforcing brand values while topical communication such as Zoozoos keep the brand fresh and exciting. "
Nilesh Vaidya, Euro RSCG, has a different viewpoint. He says that the earlier campaigns featuring the pug had changed the code of the entire category. "But maybe the time has come to put it to rest as its becoming a blind spot now," says Vaidya. He concludes by saying that the pug ads will work only if it is given a totally new surprising twist to the story, which, at this point, sounds unlikely.
Amar Wadhwa, Cheil Communications, says that he has been an ardent fan of Vodafone's advertising and while the brand made a brilliant transition from the pug to the Zoozoos, by reverting to the pug again, especially without changing the creative context, the communication looks jaded.
I agree that having two mascots, pretty much equal in popularity, should not be on air, simultaneously. It's misleading and takes away the flavor from both of them.
ReplyDeletePS: Can you remove the word verification in your comment post settings! It's such a heavy add-on. :P