Talkin-Typewrita.
- Critique Talk
Allswell Drink Commercial from a positive point of view
Saturday, September 27, 2008, 16:00
Recently, there is a commercial going on air that has received much critique.So much critique that it even found its way to last week's Sunday Times.
I guess many of you have seen this commercial and had a natural reaction of 'err...' and can be seen squirming.
Well, this commercial is for Allswell drink. For those who wants to see the advertisement, it can be found here:
http://www.youtube.com/watch?v=VgdYU6iDyh8
Articles from the Sunday Times:
Singlish ad gets laughs
It is that Allswell drinks ad again.
By Tan Yi Hui
____________________________________________________________________
I was reading the comments posted on youtube and forums and nine out of ten of them were negative. Insulting from the story plot to the corny lines to how the actors cannot act and even to the director of the commercial. There was no saving face for the creator and everyone related to the commercial.
I feel that this commercial is indeed corny. No doubts about it but hey like it or not it has indeed left an impact on us. There was even a ten percent jump in sales for the drink as the article above mentioned.
Furthermore, I feel that the creators behind this commercial are actually really good communicators!
Firstly, they were able to capture the audience's attention which gave them a large number of feedback (although more negative than positive).
Secondly, the use of Singlish in this commercial 'breaks barriers' between the creators and viewers. I am not trying to say that Singaporeans cannot understand proper english, I believe we are both fluent in Singlish and English. What i mean is viewers see a relation when they watch the commercial. Therefore leaving a greater impact.
Thirdly, despite what many commented on the actors conversation as bad dialogue, the 'bad dialogue' was still able to give you the benefits of the drink that they are promoting. Isn't that the whole purpose of commercials? Promoting their products with clarity!
Last but not least, I do agree with the director of the commercial that Allswell is not high-end like Coca Cola(?). Quote: 'Allswell isn't high end. It's aimed at the ordinary Singaporean. We're selling this in foodcourts and hawker centres. There is no fakeness.'
If we were to glam up the whole commercial with famous celebrity or with all the graphics that make you go WOW!
What would people say then? Hmm... let's see... "wa... so fake" ? or "please don't try to act high-end"?
Singaporeans are really hard to please...
Labels: Eileen