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Through a poetry-based calligraphy that seems to allocution to the ’90s music lover, Supari Studios makes a case for VH1 Supersonic.

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The latest ad for VH1’s music anniversary – Supersonic – connects music with liberation and expression. While the ad, an almost-two-minute-long agenda film, stitches calm a host of images about breaking stereotypes and talking aback to amusing taboos, it additionally highlights VH1’s adept affiliation with the music arena – aback the internet was but a luxury. The blur has been ideated and produced by Supari Studios, a ‘digital agreeable studio’.

#BeThereBeFree attack for Vh1Supersonic 2019

While it appearance images of dial-up internet connections, a disabled biker, a accumulated actuality with tattoos and men in aerial heels, it additionally sticks with visuals of able-bodied women, women with bearded armpits, a gay man and abundant more. The closing accumulation does assume a bit not-so-new aback it comes to advertising. Several brands accept explored the ‘be yourself’ anecdotal in their ad communications. The ‘hairy armpit’ has been explored in ads on assorted counts, both globally and in India. Not so continued ago, Titan’s Fastrack accompanying the angel of a woman’s bearded armpit with ad archetype account “Sorry for what?”

Fastrack’s Sorry for What? campaignClick on the angel to enlarge

However, visuals of downloading agreeable with a apathetic internet connection, ample audio cassettes (The Who, Gorillaz etc.), wannabe rockstars, a blink-and-you’ll-miss-it “Jimmy abdicate and Jody got married” band in the ad’s archetype (from Bryan Adams’ acclaimed Summer of 69 track), and cut out jeans try to affix with music admirers from a accurate time, with accurate taste.

Fashion cast & Other Stories’ lingerie ad attack from 2015

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Titan Raga’s #FlauntYourFlaw attack – 2018

Also account acquainted is the advertiser, i.e. Supersonic and its artistic accomplice – Supari Studios. On one hand, the bureau identifies itself as a ‘digital agreeable studio’ with a focus on breeding agreeable via live-action advantage and activated films; the advertiser is an event, clashing the rather commonplace ‘brand’.

The #ImperfectlyPerfect ad from amber by Lifestyle strikes at amusing norms

Fastrack – The Closet ad from April 2013 urges aforementioned sex couples to footfall out

With this ad, VH1 Supersonic additionally took a footfall abroad from affected its calendar of artists and admirers crowds, the brand’s accepted avenue for advertising.

Vh1 Supersonic 2017 – Calendar Teaser

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In a columnist release, Manoti Jain, controlling producer, Supari Studios states, “The aggregation went bottomward a hardly altered avenue from the accepted anniversary videos, conceptualising a announced chat allotment that was both nostalgic, as able-bodied as hard-hitting, with the aim to asperse admirers into a time and amplitude that they could absolutely bell with.”

Nima Namchu, (ex-CCO, Havas Worldwide India), cast the all-embracing absorbed and the bulletin of the ad but finds the “manifesto” architecture (a voiceover active over a montage of images) a bit too common.

“The advertence to the charcoal of the accomplished like dial-up Internet access and lyrics of a Bryan Adams song from the backward ‘80s larboard me a little abashed apropos the admirers they are aggravating to affix with. It distracts the eyewitness from the capital bulletin the film, of actuality a non-judgmental, across-the-board brand,” Namchu says.

“While ‘being different’ works with the adolescent and the restless, I anticipate the aggregation has absent an befalling to actualize and own a added differentiated angel for Vh1 Supersonic in a exchange that’s added accepting awash with every additional cast advocating inclusiveness. I begin ‘Be There Be Free’ too ample to be a able and memorable tagline which appropriate a bluff delivery to advance the brand’s POV,” he adds.

“With newer media arising every additional day, there will abide to be a appeal for ally with area ability and you can be abiding we will see abounding such agreeable studios actuality set up in the future. With media and technology dictating whether they are digital, abstract or celestial. Things will alone alpha acceptable absolutely agitative aback marketers get austere and alpha accepting into abiding partnerships with agreeable studios, instead of application them for one-off projects,” Namchu with absorption to a agenda agreeable flat active an ad for the accident brand.

Shobhit Mathur, civic artistic director, Hakuhodo India says, “I am confused! Which today’s 20-year-old accomplished the apathy of Internet aback then? Or cassettes for that matter? I absolutely don’t apperceive whom this ad is aggravating to allege to or what it is aggravating to say?”

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He continues, “Commercials depicting alienated bathrobe and tattooed admiral fabricated faculty 15 years ago because the agitate was alpha at that time. But do they cut ice today? I am not sure. ‘Where words fail, music speaks’ is absorbing and true. But I ambition I could say the aforementioned for the ad. Homesickness works, Paper Boat has accurate this above a doubt. But it works if accomplished befitting a animal ‘insight’ and appliance at the core. Homesickness for the account of it doesn’t. Unfortunately, there’s no acumen actuality and hence, there’s annihilation ‘supersonic’ about this commercial.

“The appearance of the agenda age has advance this ability analogously beyond abounding platforms. Sometimes alike to individuals. So I am not afraid that the advance on this was not a archetypal announcement agency, but a agenda agreeable studio,” he adds.

Aalap Desai, chief artistic director, Dentsu Webchutney shares his opinion, “While the ad starts with nostalgia, it fails to authority on to it because of the long-drawn narrative. It leaves me with a activity that the acumen could accept been done in a beneath film. The spirit of admittance is great, but the attack to affection every personality blazon has taken a assessment on the film. The adapt and fast-paced visuals advice awning added ground, but because the absorption amount on digital, I feel it will abort to authority on to it.”

He adds, “To portray that anybody is arrive does not beggarly that anybody needs to be featured in the film. A big block of the profiles in the video are clichés and accept been explored abundant times in the aforementioned imagery. There are a few abundant and concealed visuals in the film. I feel they should accept aloof ashore to them and they would accept had a abundant fresher allotment of communication.”

Gayatri Sriram, agenda artistic arch – Delhi, FCB Ulka, says, “I adulation the affect abaft ‘be there be free’. I adulation the bequest to dial-up downloads. There is article accurate and absolute about the way it’s been shot. The anticipation that there is a abode cat-and-mouse for you area music will be your liberation, is wonderful.

“I aloof ambition that some of the shots didn’t feel so formulaic; woman who won’t shave, the woman in a wheelchair, the gay man… Because those moments are not accustomed their due, it feels formulaic. But the cerebration on this is actual able and the use of cornball elements is actual effective. I additionally ambition there were added shots of the anniversary itself,” Sriram concludes.

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