Agency Network: 
April 2016
Onida:  Hitler


Print advertisement 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
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CuriousPencil's picture

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.

Activity Score 4199
Unicycler's picture

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.

Activity Score 2
Other at Rickwood Caverns State Park
CuriousPencil's picture

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.

Activity Score 4199
joelapompe's picture

Another Hitler ad : http://goo.gl/bqVKi
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

Activity Score 4043
miko1aj's picture

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.

Activity Score 3082
Martijn's picture

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...

Activity Score 1876
Copywriter at nurun |


miko1aj's picture

Swastika place.
Yeah, i thought about that either.

Activity Score 3082
DalaiHitler's picture

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.

Activity Score 7
Copywriter at MICA
Ron Burgundy's picture

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

Ron Burgundy
Activity Score 1626
Art Director at Southern California
jackmancer2017's picture

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

Agreed with Martijn and curious pencil.

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
dean viii's picture


dean viii
Activity Score 1702
Creative Director
luispiter's picture

jajajajja its funny, but bad

Activity Score 2756
jackblack's picture

This sucks.

Activity Score 2366
Art Director
everartz's picture

this made me laugh for a while!

Activity Score 7613
Art Director |

| everartz |

Vingy's picture

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"

Activity Score 474
Copywriter at Advance
the_lizard_king's picture

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!

Activity Score 1257
Copywriter at Forecast advertising |

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

HDCW's picture


Activity Score 22
Art Director at İstanbul
writersblog's picture

No Hitler. PUNKT

Activity Score 551
Sonali Sharma's picture

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

Sonali Sharma
Activity Score 9
Copywriter at Creative Cart
nick knight's picture

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.

nick knight
Activity Score 2
sandy san's picture



sandy san
Activity Score 4
The Warrior Poet's picture

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...

The Warrior Poet
Activity Score 8
CuriousPencil's picture

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.

Activity Score 4199
The Warrior Poet's picture

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.

The Warrior Poet
Activity Score 8
Ron Burgundy's picture

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"

Ron Burgundy
Activity Score 1626
Art Director at Southern California
CuriousPencil's picture

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.

Activity Score 4199
The Warrior Poet's picture

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...

The Warrior Poet
Activity Score 8
CuriousPencil's picture

Personal opinion *is* subjective though...

Activity Score 4199
The Warrior Poet's picture

Hahaha...so you are the 'Last Word is mine' kinda guy...keep it up...i won't bother you again...my apologies.

The Warrior Poet
Activity Score 8
CuriousPencil's picture

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

Activity Score 4199
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