Shelves, 2

Agency Network: 
July 2010
Videocon:  Shelves, 2


Print advertisement created by McCann, India for Videocon, within the category: Electronics, Technology.


Aire conditioners with Turbo Cooling.

Advertising Agency: McCann Erickson, Delhi, India
Creative Chief: Prasoon Joshi
Executive Creative Director: Ashish Chakravarty
Art Directors: Vineet Mahajan, Natwar Singh, Denzil Machack
Copywriters: Natwar Singh, Ashish Chakravarty
Illustrators: Gurudev Singh, Kuldeep Soni
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Itsmrme's picture

What is going on? I don't see anything.

Activity Score 126
Art Director at Chicago Portfolio School
thaistylez's picture

fruits and beverages =]

Activity Score 222
Burapha University
Guest's picture

Notice the lack of refrigerator where those perishables are. Milk lying around? Fruits? Bread? Beer (which, to me, is the best touch)? The air conditioner is so cool that it keeps it all nice and chilled, even outside of the fridge.

I think the concept is pretty great, and the photo is beautiful. Only issue is that I could see half the people who see this ad not having a clue what's going on. That, and if it's so damn cold in there to keep milk and beer out, that tea on the table wouldn't be very hot. Still, these ads would keep people staring at it for a while, trying to see what's going on.

Nice job.


Guest's picture

Look at the shelves.

the_lizard_king's picture

Can u please fix this ac in my fridge???

Activity Score 1243
Copywriter at Forecast advertising |

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

Guest's picture

i would not want to live inside a fridge mind u.

TSD Agency's picture

clean concept

TSD Agency
Activity Score 741
Chief Creative Officer at Tough Slate Design, Kyiv, Ukraine |

Hibon's picture

Great photo and artdirection... OK the room is cold, so what ? Boring idea! (the tea must be cold)

Activity Score 3666

Simple ideas are the best !

Guest's picture

Good idea. But repeating the same idea thrice does not make it a campaign. The rest two ads are the same thing. Oh, and I will write this in the other two ad pages as well, so stop being a Panzy

Guest's picture

by d way... is it a photoshoot or CG... nicely done... but natwar singh... you have done the same idea for Daikin in your old agency...

Guest's picture

its ironic how the set changes yet the shelves still remain. Might be more interesting to consider a change in the placement of the perishables, closet? wardrobe? ;)

paumarques's picture

m'agrada! bona campanya!

Activity Score 1282
Copywriter |

Pau Marquès
(+34) 670 36 79 83

yasmina's picture

nice idea but i would definitely crop the image a bit all u need are the shelves chair and lamp so that ppl would get it faster u need to zoom in a bit !

Activity Score 11
Copywriter at impact BBDO
Guest's picture

No stopping power. ONly works in the setting of an award book (which is fine for this situation._)

Guest's picture

Shudn't the dressing table be frosted?

Guest's picture

This is a concept that would go down well with Indian audiences, which is, basically, the target audience.

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