Campaign: Living room
Brand: Nestle Alpino chocolate
Company : Nestle India
Agency: JWT India
The Campaign
A middle-aged couple is getting ready for their night out. The wife asks if her husband has told her father about his promotion. The look of surprise on his face reveals that the thought never struck him. In order to drive home the point, she lets it slip that it would help build his image since her father had always considered him to be a loser. The voice-over ?Yeh bhi koi share karne ki cheez hain?? again accentuates the husband?s hurt look. The wife is left wondering how to make things better. With the ?Share hi karna hai, toh try the new Nestl? Alpino? voice-over in the background, they pop open an Alpino and are shown reading their messages together, happily.
Our Take
This ad is part of the two-ad debut campaign of Alpino. Chocolates say ?I am sorry? so much better than words ? or so believes authoress Rachel Vincent. The Alpino commercial drives this point home. The ad starts off with a neat human insight: Married couples tend to recall bitter episodes of the past, and throw them at each other. Why not share the sweet stuff instead, asks Nestle Alpino?
The casting is believable too. An overweight bespectacled man and his pushy wife are the stars of the living room advert. He looks like the kind of guy who would spend a good part of the day on excel sheets, and would most certainly bag that promotion. His wife, in contrast, looks bright, sparky and like she spent her day at the salon. They look like any other quintessential Indian middle-class couple on a night out. The tired husband and the all-too-bright wife. When the wife recalls her father?s perception of him, the expression of betrayal on the husband?s face is very real and believable. Nicely expressed. The last frame of the film shows the couple putting their discord aside and biting into those delicious chocolate bon bons. At the end of the day, chocolate is an act of indulgence. More so, when it’s premium. Execution-wise, the film is perfect. Simple thought and easily conveyed. No unnecessary frills. Unlike other chocolate brands, there is nothing dark about this one and you don?t have to earn it to eat it. The timing is good too. India is fast rushing into the festive season and there?s no denying the fact that Alpino will get sampled. Because it?s new, it’s premium and it?s different from a lot of others in the packaging, and the look and feel. But while the campaign scores for simplicity, it scores zilch for surprise. A little twist in the tale wouldn?t have hurt. And it would have kept the viewer coming back for more.
