Agency Network: 
April 2016

Print advertisment created by McCann, India for Onida, within the category: Electronics, Technology.

Anti reflective LED TV's

Advertising Agency: McCann Worldgroup, Mumbai, India
National Creative Director: Prasoon Joshi
Executive Creative Directors: Rahul Mathew, Akshay Kapnadak
Creative Directors: Aman Mannan, Kapil Tammal
Art Directors: Kapil Tammal, Pramod Chavan, Ankit Dembla
Copywriters: Aman Mannan, Rahul Mathew
Photographer: Sandeep Barge
Photo: Corbis

Comments (31)

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CuriousPencil's picture
Activity Score 4225

Get out of my computer. On your way, take this explanation: this is sh*t because you're using a reflection to sell an anti-reflection product. That's not how you sell things. Now get the f*ck out of my computer and please don't come back.

Unicycler's picture
Activity Score 2

Maybe i'm just dumb, but how is using a reflection to sell an anti-reflective tv screen lazy or, to use your words, "shi*t"? Is there another, more effective way of selling them than showing what things may look like with a glare on them? I understand you're butthurt about them using Hitler, but it's still a creative and logical idea that they used to get their idea out there. It doesn't make any sense to me why they can't use a poor reflection to sell a product that prevents reflections. It makes perfect sense for them to, as opposed to simply posting an ad saying, "Hey, we sell this, this is how much it is. Buy it." The reflection makes so much more interesting sense than the boring world you apparently want to live in. Unless there is a much better way to advertise it, if there is, please tell me. Because I'm open to suggestions and creative ideas.

CuriousPencil's picture
Activity Score 4225

On a more tolerant note, no. Being so desperate for ideas that you don't bother with one, and instead go straight to the 'even bad press is still press' excuse, hoping for some free media coverage maybe... that manages to make this sh*tty idea even worse. On a positive note, at least you have a nice list of people to choose from when you have to sack people.

joelapompe's picture
Activity Score 3853

Another Hitler ad :
I don't think it's a good idea to use him when it's not for social or environmental cause... I don't think it's a good idea at all anyway

miko1aj's picture
Activity Score 3086

It's not very clear at the first glance. Plus using Hitler in the ad is always burdened by the danger of being accused of trying to be controversial instead of being creative par excellence.

Martijn's picture
Activity Score 1888

I think Hitler is a bad choice but the ad is kind of funny. Why use Hitler if Gargamel would have been OK?
What do people think about Hitler in India? Maybe he isn't so much 'the face of evil' as in Europe...

miko1aj's picture
Activity Score 3086

Swastika place.
Yeah, i thought about that either.

DalaiHitler's picture
Activity Score 7

we were dealing with our own freedom struggle, so not much sensitivity about Hitler in the masses as compared to Europe.
and the guys who made this, well even if they were trying to bank on the non-sensitivity, it isn't a promising idea at all.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1630

I think its funny...maybe use Saddam Hussein....This might offend a minority group that I'll leave left unsaid, but it rhymes with the word Jews

jackmancer2017's picture
Activity Score 6992

Gotta give them kudos for the idea - but they work with negative association. Not sure if that works so well. And indeed Gargamel would add some "lightness" while maintaining the same message.

Glut's picture
Activity Score 3935

Agreed with Martijn and curious pencil.

dean viii's picture
dean viii
Activity Score 1686


luispiter's picture
Activity Score 2756

jajajajja its funny, but bad

jackblack's picture
Activity Score 2357

This sucks.

everartz's picture
Activity Score 7613

this made me laugh for a while!

| everartz |

Vingy's picture
Activity Score 474

So this is the new ad from Axe, Even angels will fall... oh no wait my bad. It's ok but i think its to forced and as we say in Mexico "Está bien fumado"

the_lizard_king's picture
Activity Score 1257

Its a good concept... but again i agree with others that a negative feature is highlighted to show the positive side of the product. I think it really takes away the charm of the ad!

And then GOD said...
Let there be creativity!!!

HDCW's picture
Activity Score 22


writersblog's picture
Activity Score 553

No Hitler. PUNKT

Sonali Sharma's picture
Sonali Sharma
Activity Score 9

this is good, a lot of negative feedback, but a good concept nonetheless.

nick knight's picture
nick knight
Activity Score 2

All these bad comments came from an identical background saying about the execution.
May be its not an excellent one but really appreciable as a creative work with a cute idea.
Simple execution makes it much more stronger in a way. Sure shot in this category

."GOA for-sure and even Cannes cant be ignored"

good work guys best of luck.

HDCW and sonali i agree with your comments.

sandy san's picture
sandy san
Activity Score 4



The Warrior Poet's picture
The Warrior Poet
Activity Score 8

Hitler is not essential to this idea...they could have easily taken any ex or current prime minister of Israel...on a much more serious note, i don't understand why people are not tolerant enough to understand a creative expression these days...when people use Jesus in a bad way, nobody says anything...

CuriousPencil's picture
Activity Score 4225

If you can't see the difference between Jesus and Hitler, I start to wonder whether forced sterilisation wasn't a good idea after all.

The Warrior Poet's picture
The Warrior Poet
Activity Score 8

If after looking at an ad on a creative website your mind can wander and reach a point where you start to think of forced sterilization, I start to wonder whether making a creative website open for everyone and anyone wasn't a good idea after all. When the joke is on someone else, people like you talk about freedom of speech. So let everyone speak. And now after looking at your first comment, the kind of abusive and aggressive language you've used, I wonder whether we should be more scared of people like hitler or you.
OK, let me spell it out for you. In this particular case, I think the intention behind showing hitler was only to show that even an evil guy like him could look like an angel with a wrong TV screen. They are saying the same thing...showing him in a bad light. If you can't stand hitler, that's your problem dude.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1630

the more you show your work, the more pain you ask for. Quite a few times I've walked out of a critique with my tail between my legs, but you gotta grow some rhino skin... this place is home to some very good opinions and insight, but nowhere online is a "roundtable"

CuriousPencil's picture
Activity Score 4225

I think the intention of using Hitler was to go for the cheap 'get the brand talked about' angle.
I think that using a reflection to sell a non-reflective TV is a little lazy.
I think that freedom of speech is something essential for everyone, not just "people like [me]", especially when it involves sentences longer than "Bad. The concept?"

But to your earlier point, Jesus is a religious figure, not a mass murderer with a poisonous ideology; people still follow his ideals in pursuit of a better life and world. Many of those get a bit tetchy when their godhead is co-opted to sell product, seeing it as irresponsible, while others just think it's trite. I'm in the camp that doesn't give a shit--use who you want and get ready for the knocks; in this case, I do get 'the idea' about the sinner/saint, it's just a shit idea, lazy thinking, and rolled out purely for shock: it's fuck all to do with my personal opinion of famous vegetarian and animal lover Hitler. But I do apologise for the kneejerk 'sterilisation' jibe.

The Warrior Poet's picture
The Warrior Poet
Activity Score 8

Finally, I agree with you. 'It's fuck all to do with your personal opinion'. Good ad or bad ad is, and always will remain subjective...

CuriousPencil's picture
Activity Score 4225

Personal opinion *is* subjective though...

The Warrior Poet's picture
The Warrior Poet
Activity Score 8 you are the 'Last Word is mine' kinda guy...keep it up...i won't bother you apologies.

CuriousPencil's picture
Activity Score 4225

I think we'll rub along just fine WP, unnecessary apology aside.